Goldman Sachs
Guide Book Landing Page
Goldman Sachs PFM regularly produces downloadable guides as part of their lead generation strategy. The challenge was streamlining the connection of qualified leads to financial advisors, and gathering more information up front.
I partnered with our web development team to create a custom build for two landing pages: One with a form to fill out when trying to download a guide directly off our website and a second option without a form - for use in paid social where a form is provided by the advertising channel.
Before the Redesign
Previous to the redesign, there wasn’t much to entice potential clients into giving their information in exchange for a guide. The small, unresponsive cover image was too difficult to read.
Landing Page Redesign 1
With Lead Generation Form
The first thing I solved for was making sure the landing pages were responsive. I led with the relatable cover imagery of the guidebooks to draw the users in. A mobile-first interface helped streamline the process. The cover image itself became the hero image for the corresponding landing page.
Landing Page Redesign 2
Without Lead Generation Form
This version of the landing page is used with paid social ads, where the form is provided by the social media platform. This landing page highlights the benefits of the guide and a prominent CTA.
