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.
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.
- Web design, creative direction
- Produced at ProsperWorks
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.
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.
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 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.