Challenge: Redesign the landing page for TopStack Resume
Team: this was a solo project for a Web Design Challenge
Duration: 3 days
My role: Web designer, Copywriter
My Deliverables: Langing page redesign prototype
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/d552f9a2-f919-4579-a88b-7613d6be7767_rw_1920.png?h=10bd6da24e8dc5591376dd101431747e)
CONTEXT
TopStack Resume is a company that offers career services, including writing and career consulting, for experienced people who wish to transition to a new career. The challenge consists of redesigning the homepage: we need to create a landing page that optimizes the conversion rate.
CURRENT PROBLEMS with the TopStack Resume Homepage
- Cluttered homepage
- No concise Value Proposition
- No proper Information Architecture
- Hidden information under the packages pricing
- Process is not very clear, information is scattered here and there
- It needs an aesthetic update.
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/06976964-4060-4e6e-b5f6-1a4ccecac4b2_rw_1920.png?h=c1bfe12492152a002d6afd9d51e899c7)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/50114fd6-9d58-4894-97f6-3f913d94a5d8_rw_1920.png?h=2b8c67ec77fb6642ae036d5e1590b88a)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/74636cdf-e473-4bd8-9f39-e8127c407f5d_rw_1920.png?h=5f20a81ee5eb19a11cd9d78017a96ecc)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/90b47400-710d-414d-a1a6-7a5c55aa5f7b_rw_1920.png?h=8e6ea7e12ee26f9c8dd2620b61cdea5e)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/dcf21b4c-50fc-4783-80a6-08c375bf741e_rw_1920.png?h=d8f2e0abd7a421a55ec0c2e78a3da35d)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/ba664a00-098a-4081-8e2d-a2f7c0a4974b_rw_1920.png?h=2d4f31446fdbf8e6c80f9132e9bea558)
GOAL for TopStack Resume Homepage Redesign: Optimize Conversion Rate
What actions will I take to solve this?
• Declutter the homepage
• Rephrase Value Proposition in a clear and concise way
• Express the pains and problems of target users
- they see we understand them
- they trust us because we see them
• Show the solution we have for our target users problems
• Show a clear process so we can make them achieve their goals
- it shows we have a plan to make them succeed
TARGET AUDIENCE
• Job seekers between 25-60 years old
• Most users are located in the USA
• 5+ years of professional experience (TopStack Resume don't work much with / aren't
targeting students nor C-level roles professionals)
• The companies they work for vary in-line with general job market (no particular niche on
any particular industry)
• Most are going through a career transition (e.g. laid off / looking for other jobs
opportunities / applying for work now)
• Very few approach them simply to update their resume. It's almost always initiated
because of a need to apply for a job
NEW DESIGN + NEW COPYWRITING
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/efd3df56-a67d-4e72-84d9-2012bd2f99a6_rw_1920.png?h=3b090b2aedcac8db5272901014d3ca41)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/6c613e50-7953-4e71-9e19-4b9836fb0d8f_rw_1920.png?h=d802edb2a755750edbc00295c05f5e01)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/70fadc76-33ae-4db4-b60d-e5753bb2c9f2_rw_1920.png?h=601a39ca603fc653ce9e9f6b7bc26162)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/10476273-bd83-4477-a99e-ae729be8a0d1_rw_1920.png?h=08db91117ba4d587b1da17090956c75a)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/8382019c-bae9-46a9-9ee9-75e99b162d33_rw_1920.png?h=d3ff9e9de22ace27db1905fff82a9b08)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/4df2bf26-e4a1-404d-9b0a-c1100b9b2f95_rw_1920.png?h=522025b322687ec2901f0140e70fd1b5)
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/750f7acb-2939-4644-adb9-453b34cbe80c_rw_1920.png?h=0e58ece418fc566b4ace3165b4ef5a50)
BEFORE & AFTER
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/9106b1dc-b494-4c37-8449-45716e82101f_rw_3840.png?h=de955b7b3b85b69d8a33b20b4db1ff27)
FULL LANDING PAGE REDESIGN
![](https://cdn.myportfolio.com/0f7fbd50-8d6c-4e5b-b085-0788494c6047/aeb5d4ed-fc82-4eb3-881a-6d88d9301137_rw_1200.jpg?h=b8d66f2cd2972f66e4bcab9688a6bf05)