Redesigning a landing page to improve ROI
Challenge: Redesign the landing page for TopStack Resume
Team: this was a solo project for a Webdesign Challenge
Duration: 3 days
My role: Web designer, Copywriter
Deliverables: Langing page redesign prototype
CONTEXT
TopStack Resume is a company that offers career services, including writing and career consulting, for experienced people who wish to transition to a new career. The challenge consists of redesigning the homepage: we need to create a landing page that optimizes the conversion rate.
CURRENT PROBLEMS with the TopStack Resume Homepage
- Cluttered homepage
- No concise Value Proposition
- No proper Information Architecture
- Hidden information under the packages pricing
- Process is not very clear, information is scattered here and there
- It needs an aesthetic update
GOAL for TopStack Resume Homepage Redesign: Optimize Conversion Rate
What actions will I take to solve this?
• Declutter the homepage
• Rephrase Value Proposition in a clear and concise way
• Express the pains and problems of target users
- they see we understand them
- they trust us because we see them
• Show the solution we have for our target users problems
• Show a clear process so we can make them achieve their goals
- it shows we have a plan to make them succeed
TARGET AUDIENCE
• Job seekers between 25-60 years old
• Most users are located in the USA
• 5+ years of professional experience (TopStack Resume don't work much with / aren't
targeting students nor C-level roles professionals)
• The companies they work for vary in-line with general job market (no particular niche on
any particular industry)
• Most are going through a career transition (e.g. laid off / looking for other jobs
opportunities / applying for work now)
• Very few approach them simply to update their resume. It's almost always initiated
because of a need to apply for a job
NEW DESIGN + NEW COPYWRITING
BEFORE & AFTER
FULL LANDING PAGE REDESIGN
