Carousell College Website
As we were shifting our lead generation efforts towards getting SMBs to get on a sales assisted plan, we decided to build a dedicated landing page on our B2B website (Carousell College) to inform users and for them to indicate their interest.
Challenge:
With many stakeholders giving input on what to include on the page, it was getting increasingly difficult to fit a multitude of information concisely and effectively into a single page, without users having to scroll too far.
Solution:
Worked alongside the design team and the sales teams to decide on the main objective and articulate on the key messaging.
We needed a striking one-liner that would convey our primary message successfully and sub-header to complement it. Following that, a brief introduction of what the consultation would entail – tailored to how it would be to their benefit.
Additional marketing automation feature: We embedded a Pardot form so that all leads coming in from the page would automatically be assigned to a salesperson via Pardot’s automation rule, which I also manage.
How Carousell benefits businesses
I narrowed down our USPs and elaborated in the most concise way possible, while also showcasing its benefits effectively. With the page design in mind, I also had to ensure the creatives would complement the copy. While the copy was not as short as I’d have liked it to be, it got the point across while also retaining a good explanation of our features.
Outcome:
The overall copy was edited with tonality incorporating both brand guidelines and the B2B aspect of the website. It was also written in a way that would effectively articulate all stakeholders’ opinions and that would also be simple and easy to read for users.