Business Requirements:

DebtCo, a debt collections business, were looking to increase their leads in the coming month.

My Responsibilities:

To create a dedicated landing page that highlights DebtCo’s main service offering and draws more leads to their business.

My Approach:

After analysing their website and understanding their business needs, I initially designed and wrote copy for the below landing page:

This landing page was created with the intention of attracting corporate businesses in need of debt collection services, while also clearly stating DebtCo’s process and business values. Everything from imagery, layout and copy was tailored to a corporate audience.

Pivot Points:

After further analysing this page, the results didn’t perform as well as we hoped. After talking to the business and looking at the campaign set up a bit more, it became clear that their clients are not mainly corporates, but rather mainly businesses in the construction industry. I created a second version of this page with the same information, however tailored to the construction space with imagery, layout and copy style:

Impact:

This version of the landing page yielded far better results, with a lead conversion rate of 6% in the first couple of weeks.