Case
Some projects at Sí Señor Agencia involve multiple areas. This was true for the project we completed for the Instituto Universitario Colombo Americano (ÚNICA), which needed three landing pages as part of its paid media strategy, each with different objectives.
Goals:
- One structure, three different objectives.
- Landing page 1: Its goal was to conduct a test to assess English proficiency.
- Landing page 2: Invitation to register for a free masterclass.
- Landing page 3: The main objective was to schedule an appointment with the admissions team.
- Maintaining consistency with the brand’s visual identity.
Execution
A landing page is defined by its single goal, concise content, and simple structure.
The main challenge for these three landing pages was figuring out how to create a unified structure and hierarchy of information that could effectively serve three different themes while ensuring cohesion beyond just the brand’s colors, fonts, and logo.
To address this, the first step was to develop an architecture that consolidated all the common informational elements. Alongside a design system, this allowed for text iterations that maintained coherence.
As landing pages, they needed to effectively welcome users and guide them toward a specific action that could convert them into potential clients. This was accomplished through short, informative CTAs placed in strategic sections.
Since these three elements were vital to the project’s success, we will explore each in more detail and how they were implemented by the UX/UI, UX Writing, and SEO teams.
- Design System:
This refers to the standardization of visual elements with defined functionality and aesthetics, including colors, fonts, images, and other visual components aligned with the brand’s identity.
- Information Architecture:
What is essential for all three sites, and what can be left out? The answers to this question helped create a filter for what should be included on the landing pages, ensuring they adhered to the same visual structure.
- Content Hierarchy:
In UX Writing, it’s crucial to structure data and content into varying levels of importance or relevance. This is reflected in how elements like titles, subtitles, bullet points, buttons, links, and the organization of menus and submenus are arranged.
Final Outcome
Since the three landing pages were part of a specific ad campaign, they are no longer available. However, we provide images from our creative development process for this project.
- The layout of titles, paragraphs, images, and CTAs remained consistent, but the information varied.
- We tailored the content to fit each message, aiming to encourage users to register.
- Some key elements stayed the same due to their informational significance.
