Landing pages provide a fast an informative entry point for converting users into customers.
• Redfin was lagging behind in search results as it did not have the amount of original, localized content of its competitors.
• Doing it the traditional way—having a designer do one-off pages—was too slow.
• Redfin needed to capture organic and paid traffic by creating lots of landing pages, fast.
• Create a 'plug and play' library of components to lower design overhead.
I worked with a front end developer by first establishing a bare bones style guide that was used for a first round of landing pages. It was followed by a much more comprehensive guide that included calculators, sign up forms, and search widgets.