Landing Page
Landing page for a new product offering
The project
Introduce a new subscription product offering for sole-prop business owners. This would include a banner on a related page, and a full landing page driving to a free trial.
The challenge
With this project, the biggest challenge was advocating for the inclusion of only the most powerful, compelling information, rather than including every benefit in every zone of the page.
Customers will be introduced to the new product, Expert 365 Business, through either direct search or a marquee placement on a related page.
For the marquee placement, it’s important that the messaging for the new offering relates to the page the customer is on, striking a balance between relevance and curiosity.
The marquee below the grayed out area expands on the customer’s original intent for being on this page – filing their business taxes – and offers even more.
From this page, customers can dive right into a free trial, which is emphasized twice to overcome innate skepticism and begin to leverage the power of reciprocity, or they can learn more, which takes them to the landing page.
Reducing overall content density while communicating the benefits clearly and designing mobile-first was the name of the game.
This page is the result of partnerships with legal, tax expertise, SEO, marketing, business, and leadership teams.
The result
A page that leads the customer down a path of deeper understanding through progressive disclosure, rather than bombarding them with all the information right up front.
