Auto Landing Page
Attract customers with brand voice and product value props.
Role
UX Content Strategist
Industry
Fintech
Duration
May - July 2023
The topmost section of the landing page
Identify the ask
The objectives were to attract customer adoption of the products by showcasing the value props and introducing our brand voice.
Problem to solve
I improved the organization of the site while giving the content a fresh, branded voice.
The content in the value props was giving technical support, rather than highlighting the products' selling points.
Audience
The target audience are potential auto financing customers, whether or not they already have a business relationship with us. Users need the value props of the products and should be sold on the approachable voice of the brand.
Strategy
Information architecture
I refined the content to only include the key value props of the product, as this introductory page needed to capture the prospective customer's interest. I removed content that was providing technical support, which was irrelevant to prospective customers.
Brand voice
I injected more spirit and brand-aligned personality to attract customer interest, leveraging story-telling elements, a conversational tone, and a touch of humor. I collaborated with the design team to integrate visual elements that complemented the new content.