Lead with the reader problem
The opening message reframes estate planning as a human decision instead of a legal transaction.
Author & Publishing
Eric G. Matlin
An editorial author and book platform that turns a complex legal subject into a clear path to discovery, trust, and purchase.
WordPressElementorCustom ThemePublishing UXSecure Forms
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01 / The challenge
Make expertise feel human.
Translate an intimidating estate-planning subject into an approachable author platform that could market the book, establish Eric’s authority, promote speaking, and support future content.
02 / The solution
Editorial clarity with a conversion path.
A warm, mobile-first experience organizes the story around the book, its editions, Eric’s expertise, education, and speaking—giving every audience a clear next step without flattening the subject into a generic sales page.
03 / The system
Built to publish, not just launch.
A custom WordPress theme and companion tools plugin provide Elementor-compatible widgets, saved content blocks, global theme controls, forms and anti-spam integration, an icon library, and release-based updates for a maintainable long-term publishing workflow.
Design decisions
What changed for this project.
Make the book the pathway
Edition choices, education, author credibility, and purchase actions are organized into one editorial journey.
Design for continued publishing
Reusable WordPress and Elementor systems let the platform grow beyond the launch campaign.
Verifiable scope
What was actually designed and built.
- Custom WordPress theme
- Companion tools plugin
- Elementor-compatible content system
- Responsive book and speaking pathways
- Secure inquiry forms
