[Case 04]
Landing page for the education sector
Legal & Financial Services
Increasing Conversions for Educational Accounting Services
Redesigned a service landing page for the education sector, increasing lead conversion by 25% through clearer messaging, stronger information hierarchy, and an optimized user journey.
[Project Overview]
The client relied primarily on referrals and lacked a focused landing page to convert visitors. We designed a clear, conversion-driven experience that simplified the service offering for schools, resulting in a 25% increase in qualified leads.
[Problem Statement]
The existing digital presence failed to communicate the firm's value proposition, making it difficult for school administrators to understand the services and confidently request a consultation.
[Industry]
Legal & Financial Services
[My Role]
UX/UI Designer for Swat Squad
[Platforms]
Desktop and Mobile
[Timeline]
August 2025- September 2025
[Persona]
Marta López
School Administrator
I need reliable accounting support without spending hours comparing providers.
Age: 42
Location: CDMX
Tech Proficiency: Moderate
Gender: Female
[Goal]
Find a trusted accounting partner for the school.
Quickly understand the services and pricing.
Schedule a consultation with minimal effort.
[Frustrations]
Websites with vague or overly technical information.
Difficulty identifying services tailored to schools.
Long forms and unclear calls to action.
[Process]
[01] User Research
Conducted interviews with 4 school administrators to understand how they evaluated accounting service providers.
Reviewed inquiry and contact patterns to identify where potential clients dropped off.
Analyzed competing accounting firms to identify common content and UX practices.
[02] Insights
Users needed to understand the firm's expertise within the first few seconds.
Pricing and service scope were not immediately clear, reducing trust.
Schools preferred a simple way to request information instead of long contact forms.
[03 Design Solution]
Reorganized the information architecture to prioritize trust, services, and clear calls-to-action.
Introduced concise service descriptions with education-focused messaging.
Simplified the contact flow into a short inquiry form with prominent CTAs.
[04] Testing & Iteration
Conducted usability testing with 8 participants and refined the landing page based on their feedback.
Improved content hierarchy, button placement, and mobile readability after testing.
Validated the final layout before launch, resulting in a smoother inquiry experience.
[Outcome]
25% increase in qualified inquiries.
32% increase in CTA click-through rate.
38% improvement in perceived trust and clarity.
[Key Learnings]
Clear messaging builds trust
Educational institutions make informed decisions. Presenting expertise early significantly improved engagement.
Reduce friction, increase conversions
A shorter inquiry flow and stronger content hierarchy encouraged more qualified leads.
Structure matters as much as visuals
Reorganizing information and prioritizing user needs had a greater impact than adding new features.