At Cox, I played a pivotal design role in marketing campaigns, aiming to provide prospective and current customers with an engaging experience to capture leads and increase sales. My marketing duties encompassed work on all customer-facing pages, with a significant focus on the homepage.

The homepage serves as the introductory statement for a website. For a business offering B2B services, a concise and high-quality homepage is essential to effectively market to potential clients. In 2023, I led the UX initiative to completely revamp the Cox Business homepage. Utilizing marketing data such as lead form information, next page path analytics, and A/B testing, we aimed to create a better experience for both prospective and current customers.

The early stages of the homepage revamp were shaped by a content strategy grounded in fundamental UX questions: “Who, What, Why, Where, and How.”

Who: The target audience consists of businesses seeking internet, voice, television, and other services. We leveraged our capabilities to provide a customized experience, tailoring two differing homepage designs for prospective and current customers. My primary focus was on the prospective customers to drive new sales, while the current customer version, which I also designed, focuses on retention and upselling.

Why: The “Why” was critical for the page content, addressed in the hero section. This section focused on the value proposition, highlighting why Cox Business is the right choice. Featuring a bold headline, a hero image, and a unique offer card, the hero section aims to make a strong initial statement.

What: This refers to our products and services. Based on previously collected data, we provided users with a simple, interactive list of products. This allowed users to quickly identify and navigate to information about services relevant to their needs.

How: Addressed through three major sections: customer stories, outcomes, and statistics. These sections demonstrated how Cox Business makes a difference from the customer’s perspective. In B2B sales, showcasing winning statistics and benefits is key to attracting high-quality and relevant sales leads.

Where: Answered in two sections: a special offer section and a comprehensive “Contact Us” CTA. The special offer section highlights current sales campaigns, allowing prospective customers to engage immediately. The “Let’s Get in Touch” section provides multiple contact options, indicating that the user has reached the final sections of the page and assisting our footer with additional contact methods.