project background
I had three weeks to design, develop, and launch five pages from scratch. Each page needed to carry specific messaging that resonated with various industries that our marketing team was beginning to target.
With time and budget being our strongest constraints, my web developer and I knew that we would have to create an easily scalable solution that could speak the language of our target audience, yet still be rapidly built and deployed.
Key Results
The modular templates I designed not only helped us hit our deadline, but also allowed the marketing team to rapidly spin up additional pages with minimal design and dev intervention after the initial launch.
ROLE
- Web design, creative direction
NOTES
- Produced at ProsperWorks
Approach
Information that speaks directly to an audience
With these pages, we needed to make sure we were reaching our audience with messaging and images that spoke directly to them. In order to achieve this, we had to find a balance between creating easily scalable design choices, and not missing the opportunity to speak the language of our audience.
Whether it was the logos that we showcased, or the product features and benefits that we highlighted, we made sure that we took every opportunity to tailor the content to the world of our customers.
Header
Each page header used an image that reflected the industry being targeted. After selecting the first round of images, and establishing a style guide for selecting stock photography, our marketing team was able to find photos that suited their needs, on subsequent launches, which meant that meeting the critical goal of rapid deployment was that much easier.
The copy and imagery in each header section was directed towards the industry being targeted on the page, and the demo request buttons were routed to reps that
Logo Grid
Social proof was a big part of our marketing team's strategy, so each page made use of our best known customer logos in each category. These grids were easily configurable through the CMS that we built our site on, once again giving our Marketing team an easy way to manage these sections on their own.
The Financial Services page was tuned towards VC firms. A logo of our most relevant, and well known customers helped to validate our product's utility with strong social proof.
Our Technology industry page targeted the new breed of tech-driven startups. The logo grid on all of our pages was easily updatable via the CMS, making it easy to reconfigure by anyone on our marketing team.
Product Features
The main sections of these pages were product feature descriptions. While some of the content was repackaged from other areas of the site, the product screenshots were customized in order to reflect the language, cycles, and figures that would be familiar to a particular industry.
As with the logo grid, each product feature description was bolstered with a quote from an organization that carried weight in the industry we were targeted on that particular page.
Our Technology industry page featured graphics that were tailored to speak the language, and reflect sales cycle of typical SaaS sales teams. I met with with our own sales staff to help me create authentic images.
To illustrate our opportunity pipeline visualizations, I once again made sure that the referral sources felt authentic. For a SaaS company, those opportunity sources and deal values would look very different from a real estate brokerage's implementation of a CRM.
The information that a real estate brokerage might rely on for understanding their richest sources of referrals would read completely differently than an implementation at a SaaS sales team. Even though these pages had to be repeatable and modular, I wanted to make sure that the little details were considered.