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B2B Creative Agency
CRO
Landing Page
UX Design
Conversion Copywriting
Unbounce
The Project
I was tasked with both writing and designing a conversion-optimized landing page for eCommerce photography agency soona, with a focus on visually streamlining their packages and processes, while simultaneously highlighting their photography work.
User-Demonstrated Needs
• Minimizing turnaround time without losing quality
• Unsure about how a "virtual brand shoot" works and how creative control can be maintained
• Asset creation that allows for rapid scaling
Goals
• Prove industry-best speed and quality with simplified timeline graphics and brand benefits breakdowns
• Visually streamline and demystify the "virtual shoot" process, from booking to virtual attendance, to feedback
• Build authority as the leader in quick-scale asset creation with ample social proof curated for conversion
The Page
Strategy
Short & Long-Form Social Proof
Multiple formats of social proof (brand logos, video, text testimonial) with different media types and orientation help build user confidence in soona early on the page without creating repetition and burn out.
Authority established as category leader
Clarity-Boosting Visual Cues
Without sacrificing the level of detailed supporting text requested by the client, this section layout reduces cognitive load for users by leveraging hierarchical visual cues to make the info more scannable and easily digestible.
Though seemingly minor, details like the subdivision and formatting of the:​
• Orientational pre-header
​• CRO-focused main header
• Informational sub-header
contribute to split-second structural comprehension, info absorption, and the momentum of the larger user journey!
Confusing system demystified, multi-step process streamlined
Mapping It Out
Where delivery timeline is one of the brand's USPs, an ultra-clear roadmap visual is critical. This was designed for simplicity and to fit in one frame. (Read: it should not be a multi-step, multi-page carousel that requires clicks. It needs to be understood in a single glance!)
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You may notice, though, the arrows below the graphic. These allow users to scroll and see what the "non-soona" extended timeline looks like with traditional agencies. Because this is a before-and-after of sorts, it was imperative the soona graphic was the default "first slide," and users could choose to click through to compare if desired. This way, all users are getting the critical brand info first.
Industry-best speed made visual
Trust-Building Image Curation
Through curated image galleries in strategic page locations, the user not only develops familiarity with agency’s distinctive style but also recognizes the quality of results they can expect in a partnership. This balance of brand identity and visual credibility builds stronger trust and keeps users engaged.
Quality and credibility reinforced
"The design doesn't just compliment the updated text: it enhances the copy to guide user attention and messaging hierarchy."
*The user data that I used to guide my copy and design strategy for this page was gathered and analyzed by the talented team at BedaBeda Growth. All copy and design is my own.
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