CDC Small Business partnered with Shovel Creative to create a landing page to drive Hotel owners (from PPC & social media campaigns) looking for a loan to make improvements and/or acquire additional property. This page needed enough information to educate hotel owners on the loan before getting pre-qualified, but not too much info to overwhelm the prospect. CDC also wanted a fresh new look and feel for their landing page that didn’t depart too far from the current look of their parent site and marketing materials.
We created a simple, clean layout while brightening the color palette slightly from the parent site. We also incorporated a fun yet subtle pattern behind the main hero image that reflects the bold geometric patterns in many modern hotel interiors. Upon landing on this page, the web visitor instantly knows the purpose of this page and how it serves them through the strong benefit-focused message. Two strong call-to-actions take the visitor directly to the pre-qualification process or give the option of reading a little more info before moving forward. The four gray logos below the hero area also give “street cred” to this organization, increasing the conversion rates. The conversion rate on this hotel landing page has averaged 73% since launch (defined as people who click to move forward with the pre-qualification process—a 10% conversion rate is considered high) compared to the average conversion rate for traffic to landing pages on the parent site which is 1.3%.
• Website Design
• WordPress Development
• Project Management