From Stagnation to Success: Strategic Redesign for a SaaS Landing Page
DSWi, a trusted Microsoft Dynamics 365 partner, sought to elevate their landing page to meet modern SaaS standards. Their goal was to transform their digital presence, increase user engagement, and convert more leads by addressing core usability issues and aligning the page with industry best practices. Through a comprehensive UX audit, strategic redesign, and precise copywriting, the project brought DSWi's landing page to a new conversion level.
My role
UX Auditing / UX Wireframes / UX copywriting / UI design / CRO
UX Auditing / UX Wireframes / UX copywriting / UI design / CRO
The Challenge
The existing DSWi landing page faced several critical issues:
Lack of a Clear Value Proposition: The messaging failed to communicate DSWi's unique selling points effectively, leading to a lack of user engagement.
Inefficient UX: Low-value information was prominently displayed and buried CTAs made it difficult for users to take actionable steps.
Visual Hierarchy Issues: Overloaded text blocks and inconsistent design hindered scannability and reduced retention.
Generic Dated Aesthetic: The design lacked the polish and professionalism expected in the SaaS industry, impacting credibility.
Comprehensive UX Audit:
Conducted an in-depth analysis of the existing landing page, identifying pain points in user flow, content clarity, and design consistency. The process included competitor benchmarking to compare DSWi’s page against top-performing SaaS websites, revealing gaps in presentation, structure, and functionality. Heatmaps and analytics data were reviewed to understand user behavior, pinpointing where users dropped off or failed to convert. Additionally, the visual hierarchy and content prioritization were evaluated to ensure that key messaging and CTAs were strategically positioned.
UX Wireframes and Copywriting:
The UX wireframe was created to focus on DSWi’s core deliverables: what they can provide to their clients and how that value translates to the end user.
It tells a more compelling story, ensuring a logical flow while integrating well-placed CTAs that guide users toward key actions, such as booking a discovery call.
It tells a more compelling story, ensuring a logical flow while integrating well-placed CTAs that guide users toward key actions, such as booking a discovery call.
UX copy was crafted to simplify complex ideas into accessible, benefit-driven messaging.
Rather than relying on placeholder jargon within the wireframes, literal CRO-focused example content was created making it easy for the stakeholders in DSWi to review my new ideas and content within the wireframes.
Rather than relying on placeholder jargon within the wireframes, literal CRO-focused example content was created making it easy for the stakeholders in DSWi to review my new ideas and content within the wireframes.
For example replacing vague headlines - "Helping your business grow" with a compelling, benefits-driven value proposition: “Struggling to streamline operations & make data-driven decisions? Empower your business with tailored Microsoft Dynamics 365 solutions.”
UI and Brand Development:
The UI was crafted with a clean and modern aesthetic to convey professionalism and credibility, utilizing a tech-inspired color palette and consistent typography. Visual elements were strategically designed to enhance engagement and guide the user through the page.
With limited brand assets provided by the client, a cohesive visual identity was developed to elevate the brand’s appeal. This included designing icons, selecting imagery, and creating layouts that aligned with the target audience's expectations and SaaS industry standards.
With limited brand assets provided by the client, a cohesive visual identity was developed to elevate the brand’s appeal. This included designing icons, selecting imagery, and creating layouts that aligned with the target audience's expectations and SaaS industry standards.
The Solution Delivered
The redesigned landing page delivered a comprehensive solution to DSWi’s challenges:
Elevated SaaS Standards: The page now aligns with modern SaaS design principles, ensuring competitiveness in the industry.
Clear User Flow: Intuitive navigation and streamlined content guide users toward key actions.
Polished Aesthetic: A sleek, professional design reinforces DSWi’s expertise and credibility.
Optimized Copy: Value-driven messaging resonates with the target audience, encouraging engagement and conversions.
