UC Berkeley Haas School of Business
Landing Page Strategy & Design
Role: As an Associate Director of Marketing, I oversee the prospective student journey across the Haas website and paid advertising channels.
Project Goals: Update the outdated landing page and creative assets in order to drive quality engagement and increase our lead volume.
Focus on delivering a valuable experience to our customer (prospective students), entice them to engage with our ads and ultimately fill out a “request for information” form and become a lead.
Provide concise, easy to absorb information that helps customers address their barriers.
Eliminate unnecessary links. Strategically place clear CTAs throughout the page.
Update the backend experience to make it easier for our team to create a beautiful, functional landing page that is user friendly. Implement a template that is responsive across all devices.
Project Outcome: A landing page that is well designed, easy to navigate and provides the user with key information that entices them to take the primary call to action, and become a lead in our system.
Old, outdated, not on-brand, and not intentionally designed around our KPIs
New, refreshed template and modules, optimized for lead generation
Created a template that accurately showcases the Berkeley Haas brand guidelines (color + typeography).
Adjusted the content top of fold to include a welcoming banner image, a clear CTA, and three easy to read cards that showcase the MBA product offerings.
Designed engaging modules throughout the page, making key information easy to absorb.
CTA buttons scattered throughout the page for multiple conversion opportunities.
New table module has a cleaner look and feel, and contains concise information to help prospects easily assess which program is right for them.
Instead of just sharing high level information about the Haas MBA experience, we wanted to make sure our top of funnel conveys how the student/prospect will benefit no matter where they are in their MBA journey.
