DeptRest and DebtSolver are digital-first debt management agencies dedicated to helping individuals navigate financial hardship through structured debt resolution plans and expert support. As the demand for online financial solutions grows, both brands sought to amplify their digital presence with landing pages optimized for lead generation and high conversion.

The goal was clear: design landing pages that convert. While the services offered by DeptRest and DebtSolver were valuable, their previous landing page strategies lacked the persuasive UX elements necessary to drive sign-ups. The challenges included:

✅ Low conversion rates: Existing pages had limited engagement and unclear CTAs. ✅ Generic presentation: Messaging and layouts did not connect emotionally or strategically with users in distress. ✅ One-size-fits-all approach: A single landing page failed to address varied user intents across audiences.

As the UI/UX Designer, I led the initiative to deliver two distinct landing page concepts, each rooted in different strategies aimed at increasing conversions.

Strategy Highlights:

User-Centered Copywriting: Crafted persuasive, empathetic content tailored to people facing financial stress.

CTA Optimization: Designed high-contrast, action-driven CTAs placed at strategic intervals for better conversion flow.

Layout Psychology: Applied structured, scannable layouts using proven visual hierarchy principles.

Attention Insight Testing: Used attention heatmap simulations to identify key visual touchpoints and refine CTA and copy placements.

1. Discovery & Research

Conducted competitor analysis of high-performing debt relief landing pages.

Interviewed stakeholders to identify brand tone, user pain points, and campaign goals.

Analyzed the emotional journey of users seeking debt help to define key messaging opportunities.

2. Dual Concept Strategy

Concept A: Focused on emotional reassurance and social proof to build trust (ideal for first-time visitors).

Concept B: Took a results-driven approach emphasizing speed, confidentiality, and success metrics to convert more urgent prospects.

Both pages included unique CTAs, testimonial modules, and risk-reduction messaging to remove friction.

3. UX Writing & Visual Design

Created compelling headlines that immediately resonated with the user’s problem.

Used subheaders to guide users smoothly toward conversion.

Applied consistent branding while differentiating visual storytelling for each concept.

4. Usability & Attention Testing

Simulated attention heatmaps to understand where users focused most.

Iterated on image placement, CTA buttons, and copy structure to align with natural attention flow and improve conversion potential.

✅ Strategic Variants Delivered: Two distinct, high-converting landing page options equipped for A/B testing. ✅ Conversion-Centered Design: Clear, persuasive layouts and CTAs aimed at reducing bounce rates and increasing form submissions. ✅ User Insight-Driven: Leveraged attention analysis to optimize visual and textual hierarchy. ✅ Scalable Framework: Each concept provides a replicable model for future campaigns or audiences.

This project was a masterclass in conversion-centered UX design. By marrying empathy-driven copy with structured layouts and user attention data, I helped DeptRest and DebtSolver take a strategic leap forward in digital lead generation. The dual-concept approach offered not just visual alternatives, but also strategic variations to understand what truly motivates action in financially vulnerable users.