Landing Page Redesign Thoughts

During our retreat out in Lanzarote (pic & pic), we were able to hammer out the new happytables beta. In the process, I quickly threw together a new landing page. It certainly wasn’t complete, but in the interest of shipping, I spent some of the early hours working on it. I finally had a chance to review the copy, mostly motivated by Nathan Barry’s post, in particular this part:

This time I turned to Google Docs and wrote in plain text. By getting design out of the way I was left to focus on convincing the visitor with content, rather than getting caught up in the design.

The comment resonated well with me as I often let the design guide the text (which is a horrible idea and a bad reflex). Starting with a blank doc however took care of that problem in one swoop. I’m quite happy with the result so far, 21% of viewers click through to the sign up form. More comments below the images.

Before

New

There are a couple big differences to the old design:

  • High level promise instead of a description of the product
  • Benefits vs. Features (radical difference in this case)
  • Message is consistent: Make more money
  • Convey what the build process entails
  • Moved FAQ items to front page

As my writing is pretty crap, I had Siobhan have a look at it and she had some great comments via skype (the changes are already implemented above):

  • I would change “generating revenue” to “making money”. “generating revenue” takes more thought to grasp instantly, some people won’t get it
  •  “Is your restaurant ready to generate revenue?” asks the question of the restaurant, but a restaurant isn’t something you can ask a question of, since it’s not a person

Your thoughts?

I have to say, I’m very happy so far but there’s a lot of room for improvement. A number of these changes were only possible because we also changed how the product functions (so this landing page couldn’t even have existed before).

What do you think?

  • Keren

    It’s much better. I’m finding the second sentence a little clumsy though. Even something as simple as adding in ‘and’ would sort it, ergo: “We’ve spent a lot of time understanding what makes a restaurant generate
    leads and money online, and we’ve bundled this into a solution that’s easy
    for you to use.”

  • Brian Krogsgard

    I think I already told you this, but your the new landing page is fantastic. I love the simplicity of the middle sections. I think the only thing I miss from an earlier iteration is the photo of y’all on the homepage. I liked the human touch. Nice work, Noel.

  • torrance

    I agree with keren actually, that comma should be a word or a semicolon. Thanks for the process. I like the ideas you present.

  • Chris

    One thing i would change : in the turn visitors into customers area put the image on the left and the text to the right. i think it will look better and also follow the reading pattern better. Everything else is awesome

  • http://www.noeltock.com/ Noel

    Thanks for that Keren, good catch!

  • http://cordobo.com/ Andreas Jacob

    Noel, the redesign feels awesome. I already loved the “old” one, but the new one has a better focus and the message “What is happy tables” became clearer as well – not only for 1st-time visitors. Good job!

  • http://www.facebook.com/tonimanolache Toni Manolache

    http://LaunchSoon.com helps you to create landing pages

  • http://twitter.com/sylvainww Sylvain Gauchet

    I was about to post the same thing..That sentence is way too long IMO. I think I’m also a little bothered with the coma after “Have your new website up and running today”.

  • http://twitter.com/artlambi Arthur Lambillotte

    The new page is great Noel ! Only thing that bothered me is the stroke around the white iPhone screen, feels kinda of weird. Is there a specific reason why this stroke is there ? I would also use the same radius on the 2 orange buttons.

    Thanks a lot for sharing your thoughts on the redesign process !

  • http://www.sjoerddijkstra.nl/ Sjoerd Dijkstra

    Good job so far!

    The part: Have your site up and running today, Here’s why… doesn’t make a lot of sense. The 3 items: Mobile friendly, conversion and cms are not the reason the clients site is up in a day. I would change the heading to: Happy tables works for you! Here’s why: … or something like that.

    For some more balance you could flip the image and the text of the second item > check the image.

    Good luck!

  • http://jasonclarke.org Jason

    Hi Noel,

    Great looking landing page! I find it breathable, readable, and inviting. Also seeing some good feedback so far, but I would add that I think the action button “Create Your Site” should a) be in at least 1 more spot other than the top/bottom (not overdoing it though) and b) might, especially at the bottom, want to give some reassurance such as “5 minute sign-up, no credit card required, cancel anytime” or similar. Again – nice job, and much needed concept for the restaurant website vertical.

    Jason