Case Study:
Developing a Landing Page for LLC Registration Services

Background

We were approached by a returning client who had previously engaged our services for a Landing Page in a different niche. This time, the client sought to create a new Landing Page for their service focused on LLC (Limited Liability Company) registration.

Initial Consultation
We initiated a conference call with the client to outline the project's scope, define the value proposition, and identify the target audience segments to focus on.
The target audience was defined as those who have both the intention and means to solve their needs through our client's service offering.

Target Audience Segmentation


We identified two main segments of the target audience—novices setting up a legal entity for the first time and seasoned entrepreneurs. These two segments have markedly different needs and decision-making factors.


  • Novices: This group requires detailed explanations and step-by-step guidance through the process. They need to be made aware of all the potential pitfalls. They may need more time for decision-making but are often limited by budget constraints.
  • Seasoned Entrepreneurs: This segment values efficiency and is likely to purchase the service with minimal resistance. They are an ideal match for our client's approach, which offers a quick, hassle-free experience without the need to visit multiple agencies, and devoid of any delays or rejections.
Given the distinct needs of the two segments, we decided to narrow our focus to seasoned entrepreneurs. This group aligns well with the client’s offering of a swift and efficient service.

Additionally, our client offers specialized features tailored to meet the needs of this segment, such as facilitating accounts in multiple banks simultaneously.

Product Features and Competitive Advantages
We outlined the unique features of the product and its primary competitive advantages to meet the needs of this segment effectively.

The brief was compiled during a Zoom call with the client.

Marketing Analysis

After determining the strategic direction, we conducted an in-depth analysis of both competitors and the target audience.

Competitor Analysis

We identified 10 key competitors who offer similar services to the same target audience. These competitors were pulled from search engine results and top ad placements.

Our approach to analyzing these competitors isn't templated; the criteria are always tailored to each specific project. In this case, 44 different criteria were considered for comparison.

The analysis unfolded in three primary stages:

1. Information Gathering
First, we gathered raw data for each criterion for comparison across all competitors and compiled them into a table for further analysis.

2. Information Processing

Standardizing the data so that comparable aspects can be analyzed.


3. Data Analysis

Miro project with visualisation and analysis

During the analysis, each criterion was broken down—for example, how many competitors employed specific value propositions and how they framed them. Visual examples

were also documented.



This comprehensive analysis enabled us to:

  1. Understand the actual market situation through quantifiable metrics.
  2. Identify true competitors, differentiating them from mere market participants.
  3. Understand the strengths and weaknesses of competitors, their market positioning, and service matrix.
  4. Isolate market-best practices for various aspects, including sales and customer engagement.
  5. Formulate specific guidelines for product packaging, objection handling, visual and constructional best practices, etc.

Target Audience (TA) Analysis

We identified TA segments that would most benefit from our product, the jobs they need to be done (JTBD), and those who would not find our product beneficial. We formalized these findings into customized propositions for the most promising TA segments.

Each segment was scrutinized in relation to:
1. Geography - Where they live, work, and socialize.
2. Socio-Demographic and Economic Characteristics
3. Psychographics - Needs, fears, barriers, and objections.
4. Segment Interests - Both directly and indirectly related to our product.
5. Future Strategic Planning - How the segment might evolve (optional).
6. Retention Strategy - Ways to pull customers from competitors by exploiting their weaknesses.

Furthermore, we looked at the decision-making structure for each segment and their specific JTBD, examining:

  1. Types of demand
  2. Types of needs
  3. Information consumption sources
  4. Opinion leaders
  5. Purchasing behaviors - what the client buys before, during, and after purchasing our service.
  6. Key factors influencing choice
  7. Low-stress steps in the customer journey
By the end of this phase, we had a well-rounded understanding of the market, competition, and customer behavior, enabling us to tailor our strategies effectively.
Complete project in Miro for target audience analysis
Project segment in Miro for target audience analysis

Landing Page Prototype Development

After analyzing our competitors and understanding the target audience, we developed a prototype for the website. We meticulously planned the site's structure and refined every section to eliminate unnecessary elements.

Our primary goal was to emphasize the most crucial aspects of the offer—time-saving and simplicity. We also focused on addressing potential pain points such as the costs and complications of doing everything yourself versus purchasing a ready-made company.

During this prototype stage, all text content was agreed upon with the client.
Prototype in AXURE
Prototype overview

Design

For the design, we chose a strict minimalist concept, in the spirit of government websites and the state services portal.

This design is familiar to the client, reminiscent of the largest state services portal, which everyone knows well and associates with quick and quality service provision.

The Landing Page has a broad color palette and uses icons of different colors for greater visual appeal. At the same time, only important elements are highlighted in bright colors to prevent the design from becoming cluttered.
First screen

Coding

We used Tilda to code the Landing Page, which is an incredibly user-friendly and well-thought-out builder. Given that we plan to conduct block testing, having the flexibility to quickly change the content is vital.

Analytics

We set up three different channels for lead collection:
  • CRM for the managers
  • Telegram for the head of the project
  • Email for backup
We also connected and configured analytics tools like Yandex.Metrica and Google
Analytics. We set up micro- and macro-conversions to more precisely assess the
quality of traffic and build conversion funnels. This is particularly relevant
for b2b niches or complex, expensive products and services.

Conversion Funnel:
Micro-Goals:
  • Page scroll depth
  • Time spent on the page
  • Overall activity (clicks, text interaction, etc.)
Intermediate Goals:
  • Phone clicks
  • Email clicks and copies
  • Messenger transitions
Macro-Goals:
  • Calls
  • Form submissions
By tracking micro and intermediate conversions, we can quickly identify and
eliminate ineffective keywords and poor-performing platforms, thereby saving
budget. We will then correlate these initial goals with the ultimate objectives
to further optimize our advertising efforts.

Conclusion

In summary, the development journey of this project has been both insightful and challenging. Starting from a rigorous analysis of competitors and the target audience, we were able to create a comprehensive prototype that was closely aligned with the client's objectives.

While our initial design was not a perfect match for the client's expectations, we listened, iterated, and eventually arrived at a design that met the brief for both functionality and aesthetics.

Utilizing Tilda, a user-friendly and robust website builder, allowed us to remain agile, making swift content changes as needed. This agility will serve us well in the testing phases to come.

The analytical tools we employed, namely Yandex.Metrica and Google Analytics, provided a multi-layered approach to understanding user behavior and interaction on the site. By meticulously tracking micro, intermediate, and macro conversions, we aim to optimize not only the Landing Page but also the advertising efforts for maximum ROI.

In hindsight, one valuable lesson learned was the importance of open and ongoing communication with the client, especially concerning design preferences. This would have saved both parties time and reduced the number of iterations needed.

Overall, despite some bumps along the road, the project has laid a solid foundation for both an effective online presence and future digital marketing endeavors. The data we collect moving forward will allow for even more fine-tuning and optimization, ensuring that the Landing Page is not only visually appealing but also an effective conversion tool.

We look forward to tracking the site's performance in the coming months and making data-driven decisions to continually improve its efficacy.
Technologies used
We work hard every day to make life of our clients better and happier
Miro
Used for in-depth analysis, visualization, and client brainstorming. Miro's interactive boards provided a collaborative space to define goals and formulate strategies.
Figma
Utilized for designing prototypes, Figma allowed us to create high-fidelity mock-ups to give the client a tangible sense of the final landing page design.
Tilda
Chosen for its ease of use in creating responsive and easily customizable landing pages. Tilda offered robust features that accelerated the development process.
Made on
Tilda