Designing key landing pages

Project overview

As part of Compare Club’s broader rebrand, I led the research and design of their new home page and a set of landing pages for their key products. These pages play a critical role in how users first experience the brand, understand the value proposition and decide whether to engage further with the business.

The problem

Prior to the redesign, the home page and landing pages had grown organically over time. Messaging was fragmented, visual hierarchy was inconsistent and important information was often competing for attention. So in short, there was loooooads of design debt.

From a business perspective, the pages needed to better communicate trust, clarity and value. From a user perspective, they needed to be easier to scan, easier to understand and easier to navigate.

Scope and responsibilities

I was responsible for the end-to-end design of the new home page and supporting landing pages. This included defining content structure, shaping messaging hierarchy, designing layouts and components and working closely with engineering to ensure the designs translated cleanly into production.

The work was closely aligned with the new design system, allowing these pages to both test and validate the system, and help establish patterns that could be reused across different product verticals.

Content and hierarchy

A key focus of the redesign was improving clarity through structure. I worked closely with stakeholders to distil complex offerings into clear, scannable sections that communicated value quickly without overwhelming users.

This involved prioritising key messages, reducing duplication and establishing a stronger visual hierarchy. Headings, supporting copy, and calls to action were intentionally designed to guide users through the page in a logical, progressive way.

Layout and visual design

Visually, the pages needed to reflect the updated brand while remaining approachable and easy to use. I focused on creating layouts that felt open and balanced, with clear separation between sections and consistent spacing throughout.

The design system played an important role here, providing a shared set of components and styles that ensured consistency while still allowing enough flexibility to support different page types and content needs.

Designing for real-world use

Beyond static layouts, I considered how these pages would be maintained and evolved over time. Components were designed to accommodate varying content lengths, different entry points and future experimentation without requiring constant redesign.

I also worked closely with frontend engineers to ensure that interactions, responsiveness and performance were considered early, helping avoid last-minute compromises during implementation.

Outcome

The redesigned home page and landing pages provided a clearer introduction to Compare Club and a more cohesive brand experience. Improved hierarchy and messaging made it easier for users to understand the offering and take meaningful action.

From a team perspective, the pages established a strong reference point for future marketing and product work, helping teams move faster while maintaining consistency and quality.