Business Requirements:

Fabulous Catering are an Australia-wide catering service for any special occasion, catering for any dietary and cuisine requirement.

This meant that there was no one general user that could be targeted in their campaigns, resulting in the need to create several tailored campaigns for their specific service offerings.

My Responsibilities:

To create a series of landing pages, each one catering to a very specific audience need, that generated consistent leads for their business.

My Approach:

For consistency I created all their landing pages with uniform branding. This was due to the possibility of the same user having a different need at a different point in time (e.g. one day needing catering for a wedding and another day needing a specific cuisine catered for a birthday) being able to identify that it was the same business they were looking at. CTAs were readily available throughout, with copy being specific to the target audience. I chose to use bold white copy on dark backgrounds as the opening scene of the page in order to quickly grab the user’s attention and attract them to the form fields.

Impact:

These landing pages saw conversion rates of about 23% for most pages.