Blue Tower Media
Mini Case Study: Marketing Digital Agency Landing Page
Location: Dallas, TX
Product: Landing page design for Blue Tower Media
Purpose: Portfolio project
Why I made this project
I wanted to create a landing page that felt modern, dynamic, clean and easy to scan. I had designed the logo a few months ago, so the concepts I used then also apply now: being this a digital marketing agency with great focus on being strategic, the chessboard and chess tower were a great source of inspiration.
Market Research
The Claim
The market for paid media ads in the US is huge. In 2021, US businesses spent an estimated $224 billion on paid media ads. This number is expected to grow to $350 billion by 2026.
The Challenge
Many marketing agencies only accept clients with large budgets, leaving small businesses out. Blue Tower Media caters specifically to medium and small scale businesses who need simple but effective paid media management.
Source: https://www.statista.com/outlook/dmo/digital-advertising/united-states#ad-spending
Competitive Analysis
I reviewed landing pages of 2 digital marketing agencies, to look for strengths and weaknesses in terms of layout, interaction, scan-ability and content.
Strengths: Their layout is spacious and clean, which leaves space to digest each section with ease. They use beautiful images and videos that feel authentic, and the level of attention to detail in the site's design speaks highly of their standard of work.
Weaknesses: The landing page lacks an impactful call to action, and a lot of the copy feels very "fluff and filler" instead of concise. This is detrimental as most people scan sites instead of reading. The foreground and background colors are pure black (#000) or pure white (#fff), which should be avoided as they cause eye strain.
Strengths: They provide a lot of credibility by highlighting client feedback throughout different page sections. They have a clear and impactful call to action above the fold, and use a pleasant and dynamic color palette.
Weaknesses: The overall design is generic. There is not enough whitespace between elements, and the concept of green leaves is not in line with their services. Quotes and reviews are overused, and make the site feel like an infomercial.
Competitive analysis takeaways
Small agencies catering to smaller businesses should have sites that feel modern, high quality, and approachable. The overall design should inspire trust and showcase expertise.
User personas
I created 3 different user personas based on the primary target market customers of Blue Tower Media.
Sketches & Wireframes
First, I worked on a few loose sketches to discover the best visual language for the project. I decided to use the square as a main element that would influence the grid, cards, images, patterns and overall shapes of the site.
Style Guide
After sketching and wire-framing basic components, I picked the final color palette, font choice, typographic scale, grid and icons.
High-fidelity UI
After all the style elements were defined, I created the landing page.
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