diff --git a/apps/website/i18n/course-ladder.ru.json b/apps/website/i18n/course-ladder.ru.json
index 1058317c47..beff301171 100644
--- a/apps/website/i18n/course-ladder.ru.json
+++ b/apps/website/i18n/course-ladder.ru.json
@@ -12,6 +12,8 @@
   "SAY_PAID_LINE": "Клуб оплачивается звёздами Telegram в боте, там же цена. Уже в клубе? Та же кнопка выдаст ключ.",
   "SAY_PAID_PRESS": "Вступить в клуб в Telegram",
   "SAY_PAID_LATER": "Оплата здесь в рублях, долларах или крипте ещё не сделана.",
+  "SAY_CLUB_TITLE": "Клуб открывает остальную лестницу",
+  "SAY_CLUB_LINE": "Четвёртый и все следующие курсы открываются с клубом: наша единственная подписка, оплачивается звёздами Telegram в боте, там же цена. Часть каждого платежа возвращается вам токенами.",
   "SAY_CHECKING": "Проверяем ключ...",
   "SAY_KEY_BAD": "Этот ключ не открыл курс ({0}). Нажмите кнопку ещё раз — бот выдаст новый.",
   "SAY_SHARED": "Ваши пройденные уроки видит автор курса."
diff --git a/apps/website/specs/ladder/course-ladder.t27 b/apps/website/specs/ladder/course-ladder.t27
index 2e056e265c..ebefbd2f1c 100644
--- a/apps/website/specs/ladder/course-ladder.t27
+++ b/apps/website/specs/ladder/course-ladder.t27
@@ -38,6 +38,11 @@ pub const SAY_PAID_TITLE : str = "This course opens with the club";
 pub const SAY_PAID_LINE : str = "The club is paid in Telegram Stars in the bot, which shows the price. Already in the club? The same button hands you the key.";
 pub const SAY_PAID_PRESS : str = "Join the club in Telegram";
 pub const SAY_PAID_LATER : str = "Paying here in roubles, dollars or crypto is not built yet.";
+; The teaser a reader meets INSIDE an open course (lesson one, below the pager): the gate
+; above names the club only when a course is locked, and most readers never climb that far.
+; No price here either -- the bot's card says it, same honesty as SAY_PAID_LINE.
+pub const SAY_CLUB_TITLE : str = "The club opens the rest of the ladder";
+pub const SAY_CLUB_LINE : str = "Every course from the fourth on opens with the club: our one subscription, paid in Telegram Stars in the bot, which shows the price. Part of every payment returns to you as tokens.";
 pub const SAY_CHECKING : str = "Checking your key...";
 pub const SAY_KEY_BAD : str = "This key did not open the course ({0}). Press the button again for a fresh one.";
 pub const SAY_SHARED : str = "Your finished lessons are shared with the course author.";
@@ -53,3 +58,12 @@ test the_order_and_the_keys_stay_in_the_browser {
     assert KEYS_KEY == "t27-course-keys";
     assert OPEN_KEY != KEYS_KEY;
 }
+
+; The gate's words answer "why is this locked"; the teaser answers "what is next"
+; for a reader mid-course. If they ever become the same sentence, one of the two
+; pages is saying the wrong thing.
+test the_teaser_speaks_for_itself_not_for_the_gate {
+    assert SAY_CLUB_TITLE != SAY_PAID_TITLE;
+    assert SAY_CLUB_LINE != SAY_PAID_LINE;
+    assert SAY_CLUB_LINE != SAY_LADDER;
+}
diff --git a/apps/website/src/lib/courseLadder.generated.ts b/apps/website/src/lib/courseLadder.generated.ts
index f056c1fa1e..8ef2c69a2a 100644
--- a/apps/website/src/lib/courseLadder.generated.ts
+++ b/apps/website/src/lib/courseLadder.generated.ts
@@ -22,6 +22,8 @@ export const LADDER = {
       "PAID_LINE": "The club is paid in Telegram Stars in the bot, which shows the price. Already in the club? The same button hands you the key.",
       "PAID_PRESS": "Join the club in Telegram",
       "PAID_LATER": "Paying here in roubles, dollars or crypto is not built yet.",
+      "CLUB_TITLE": "The club opens the rest of the ladder",
+      "CLUB_LINE": "Every course from the fourth on opens with the club: our one subscription, paid in Telegram Stars in the bot, which shows the price. Part of every payment returns to you as tokens.",
       "CHECKING": "Checking your key...",
       "KEY_BAD": "This key did not open the course ({0}). Press the button again for a fresh one.",
       "SHARED": "Your finished lessons are shared with the course author."
@@ -40,6 +42,8 @@ export const LADDER = {
       "PAID_LINE": "Клуб оплачивается звёздами Telegram в боте, там же цена. Уже в клубе? Та же кнопка выдаст ключ.",
       "PAID_PRESS": "Вступить в клуб в Telegram",
       "PAID_LATER": "Оплата здесь в рублях, долларах или крипте ещё не сделана.",
+      "CLUB_TITLE": "Клуб открывает остальную лестницу",
+      "CLUB_LINE": "Четвёртый и все следующие курсы открываются с клубом: наша единственная подписка, оплачивается звёздами Telegram в боте, там же цена. Часть каждого платежа возвращается вам токенами.",
       "CHECKING": "Проверяем ключ...",
       "KEY_BAD": "Этот ключ не открыл курс ({0}). Нажмите кнопку ещё раз — бот выдаст новый.",
       "SHARED": "Ваши пройденные уроки видит автор курса."
diff --git a/apps/website/src/pages/Course.tsx b/apps/website/src/pages/Course.tsx
index 33a814e7ad..4bd31ce76e 100644
--- a/apps/website/src/pages/Course.tsx
+++ b/apps/website/src/pages/Course.tsx
@@ -234,7 +234,7 @@ function framesOf(l: CourseLesson): Frame[] {
   return [main, ...spec, ...also]
 }
 
-function Lesson({ C, lesson, lang, say, done, toggle, shared }: { C: CourseT; lesson: CourseLesson; lang: Lang; say: Say; done: string[]; toggle: (id: string) => void; shared?: string }) {
+function Lesson({ C, lesson, lang, say, done, toggle, shared, ladder }: { C: CourseT; lesson: CourseLesson; lang: Lang; say: Say; done: string[]; toggle: (id: string) => void; shared?: string; ladder: ReturnType<typeof useLadder> }) {
   const LESSONS = C.lessons as readonly CourseLesson[]
   const TOTAL = LESSONS.length
   const frames = useMemo(() => framesOf(lesson), [lesson])
@@ -362,6 +362,8 @@ function Lesson({ C, lesson, lang, say, done, toggle, shared }: { C: CourseT; le
         )}
       </nav>
 
+      {lesson.n === 1 && !ladder.checking && !ladder.inClub ? <ClubTeaser C={C} lang={lang} /> : null}
+
       <CourseMap C={C} lang={lang} say={say} done={done} current={lesson.id} />
       <p className="course-progress is-foot">{fmt(say.PROGRESS, done.length, TOTAL)}</p>
       <CourseNotes C={C} lang={lang} say={say} id={lesson.id} shared={shared} />
@@ -434,7 +436,29 @@ function useLadder(C: CourseT, allDone: string[]) {
   const open = () => setOpened((o) => openCourse(C.id, o, valid))
   // The key a lesson report travels with: the paid one while it holds, else the bot's.
   const reportKey = valid.paid ? keys.paid : valid.bot ? keys.bot : undefined
-  return { state, open, checking, bad, reportKey }
+  return { state, open, checking, bad, reportKey, inClub: valid.paid }
+}
+
+/**
+ * The club, named where a reader actually is. The gate below says the club only when a course
+ * is locked, and a reader who never climbs past their first open course never meets it at all;
+ * the bot's thirty-day funnel counted 1 club card against 56 new people. So lesson one carries
+ * the teaser: its words are the ladder spec's (SAY_CLUB_*), its button is the same start link
+ * the gate uses, and a reader already holding a paid key sees nothing (owner, 2026-10-13).
+ */
+function ClubTeaser({ C, lang }: { C: CourseT; lang: Lang }) {
+  const say = LADDER.say[lang] as LadderSay
+  return (
+    <section className="course-hero course-ladder">
+      <h2 className="course-title">{say.CLUB_TITLE}</h2>
+      <p className="course-lead">{say.CLUB_LINE}</p>
+      <div className="course-hero-actions">
+        <a className="course-btn is-primary" href={startLink(STEP.paid, C.route)} target="_blank" rel="noopener noreferrer">
+          {say.PAID_PRESS}
+        </a>
+      </div>
+    </section>
+  )
 }
 
 function LadderGate({ C, lang, ladder }: { C: CourseT; lang: Lang; ladder: ReturnType<typeof useLadder> }) {
@@ -512,7 +536,7 @@ export default function Course() {
             <CourseMap C={C} lang={lang} say={say} done={done} current={lesson?.id} />
           </>
         ) : lesson ? (
-          <Lesson C={C} lesson={lesson} lang={lang} say={say} done={done} toggle={mark} shared={shared} />
+          <Lesson C={C} lesson={lesson} lang={lang} say={say} done={done} toggle={mark} shared={shared} ladder={ladder} />
         ) : (
           <Overview C={C} lang={lang} say={say} done={done} shared={shared} />
         )}