ProSource Landing Pages

Overview

Be­tween 2021—2022, I cre­ated 4 land­ing pages tai­lored to spe­cific in­dus­tries or ser­vice of­fer­ings. These would be more hyper-​focused on ac­quir­ing leads who oth­er­wise wouldn’t be en­gaged on our main mar­ket­ing web­site. The four land­ing pages:

• Hosted Quick­Books
• Hosted Quick­Books (with In­tuit Quick­Books So­lu­tion Provider part­ner­ship)
• Health­care IT
• Ra­di­ol­ogy IT

Prob­lem state­ment

It’s hard to cap­ti­vate each and every prospect on the main mar­ket­ing web­site. There were a few sce­nar­ios where send­ing a prospect to our main web­site wasn’t the best idea:

• Re­fer­ral links from part­ners: For ex­am­ple, be­cause we were an In­tuit part­ner, they fea­tured us on their au­tho­rized host­ing page for Quick­Books Desk­top. It made more sense to tai­lor a land­ing page spe­cific to these prospects than to send them to our main web­site.
• Cold out­reach: Any time we cold-​called leads, we tar­geted one, spe­cific in­dus­try at a time. Send­ing a tai­lored land­ing page that fo­cuses only on the one in­dus­try would con­vert at a higher rate.
• Con­fer­ences and speak­ing en­gage­ments: We at­tend con­fer­ences or speak at events where we know our tar­get au­di­ence will be. Peo­ple from these con­fer­ences or events were more likely to book con­sul­ta­tions with us if we solely fo­cused on their exact goals.

I de­signed and de­vel­oped 4 land­ing pages that were tai­lored to spe­cific in­dus­tries or of­fer­ings. I worked closely with our Di­rec­tor of Busi­ness De­vel­op­ment to put to­gether de­signs and copy that would speak to prospect pain points, chal­lenges, and goals. Be­cause our Di­rec­tor of Busi­ness De­vel­op­ment en­gaged cus­tomers and leads fre­quently, he knew many of the com­mon chal­lenges these users faced. When we on­board new cus­tomers, we often ask what made them choose ProSource. Their an­swers reg­u­larly guide the copy on our web­sites.

Goals

Prospects

Prospects should learn more about the of­fer­ing and how it meets their needs or goals. They will need pric­ing, avail­abil­ity, and fea­tures, too. Each land­ing page must clearly com­mu­ni­cate the value of our ser­vices to make it easy for prospects to con­vert on the page.

Busi­ness goals

We knew the bounce rate on any land­ing page would be higher than our main web­site. Our goal was for users to be in­ter­ested in the spe­cific ser­vice of­fer­ing quickly then book an ap­point­ment with our Di­rec­tor of Busi­ness De­vel­op­ment.

We pri­mar­ily fo­cused on our con­ver­sion rates to mea­sure the per­for­mance of each land­ing page. Specif­i­cally, this was the ratio of leads book­ing ap­point­ments with our Busi­ness De­vel­op­ment Di­rec­tor ver­sus the total num­ber of web­site vis­i­tors.

De­sign process

Fol­low­ing our lean UX ap­proach, I cre­ated a few quick wire­frames to plot out an­swers to com­mon pain points that leads bring to us. I also de­signed sec­tions to an­swer ques­tions be­fore they are asked, specif­i­cally per­tain­ing to pric­ing, avail­abil­ity, and in­cluded fea­tures.

Wire­frames were vet­ted for co­he­sive­ness by the Di­rec­tor of Busi­ness De­vel­op­ment. We floated a few early it­er­a­tions by rel­e­vant part­ners in the in­dus­try, too. For our Hosted Quick­Books land­ing pages, we sent wire­frames to our In­tuit Quick­Books So­lu­tion Provider part­ner. We showed our ra­di­ol­ogy page to a PACS provider.

El­e­ments of our land­ing pages

• Fo­cused: No space was wasted, we cut right to the chase. Each land­ing page cov­ered chal­lenges, fea­tures, pric­ing (if ap­plic­a­ble), and book­ing in­for­ma­tion.
• En­gag­ing: We em­bed­ded rel­e­vant videos that sup­ple­mented re­lated copy. Videos in the tech in­dus­try yield bet­ter con­ver­sions than text alone. It also puts a face to the name be­fore a prospect books an ap­point­ment with our Busi­ness De­vel­op­ment Di­rec­tor. For our health­care land­ing page, I cre­ated a quiz that asks ten HIPAA-​related ques­tions to gauge how com­pli­ant the prospect was.
• Quickly it­er­able: All con­tent needed to be eas­ily re­place­able. If our Di­rec­tor of Busi­ness De­vel­op­ment un­cov­ered a more press­ing pain point or in­dus­try trend, I could change a few things and push changes to pro­duc­tion within min­utes.

The HIPAA com­pli­ance quiz

We gated the quiz with an email cap­ture. This way, even if a user didn’t com­plete the quiz, we still had their email in our Hub­Spot con­tact data­base. To make each quiz ex­pe­ri­ence unique, I ran­dom­ized the order of the ques­tions.

After a user fin­ishes the quiz, they re­ceive a score and a rec­om­men­da­tion for fur­ther ac­tion. A score of 7 or higher in­di­cates that the user is ad­her­ing well to HIPAA com­pli­ance guide­lines. A score lower than 7 prompts the user to sched­ule a free ap­point­ment with us to dis­cuss ways to im­prove their se­cu­rity and poli­cies. The user’s quiz re­sults are at­tached to their con­tact ob­ject in Hub­Spot re­gard­less of their score. If the user booked an ap­point­ment, we could pre­empt the gaps in their se­cu­rity and/or poli­cies.

Re­sults

The land­ing pages have been in­stru­men­tal for con­vert­ing leads from cold out­reach, con­fer­ences or speak­ing en­gage­ments, and back­links from part­ners.

By the num­bers

Given that most land­ing pages con­vert any­where from 2–6%, we were sur­prised to dis­cover that ours av­er­aged a 10% con­ver­sion rate. Most leads came from our part­ners’ back­links, so per­haps these users were al­ready more in­clined to pur­chase from the get-​go. It’s worth not­ing that I did count any­one who sub­mit­ted their email ad­dress in our HIPAA quiz as a con­ver­sion, whether they booked a meet­ing with our Di­rec­tor of Busi­ness De­vel­op­ment or not.