JK
John Koches

Landing Page Redesign
with Results

Redesigning landing pages to boost SEO, usability, and conversions

Project Overview

As Web Team Lead at Book Dog Books, I led a solo redesign of several high-traffic landing pages on TextbookRush, a site where students can buy, rent, and sell textbooks. These pages had outdated layouts, low organic traffic, and a poor user experience. My goal was to improve search visibility, make the pages easier to navigate, and drive more conversions.

My Role

I led the UX and UI redesign of key landing pages, working independently within platform constraints. I partnered with SEO and marketing teams to restructure content, improve usability, and enhance the overall experience to better guide users from click to conversion.

Objective

Redesign underperforming textbook landing pages to improve usability, increase organic traffic, and drive more conversions, all within existing site constraints.

Responsibilities

  • User Behavior Analysis
  • Content and Layout Audit
  • UX/UI Design
  • Front-End Development
  • Cross-Team Collaboration

Tools Used

Google Analytics
Google Search Console
Microsoft Clarity
Photoshop

The Challenge

These pages weren’t performing well. They were dense, cluttered, and had poor internal linking. Plus, they looked outdated and in need of a refresh. 

Bounce rates were high, SEO value was low, and I couldn’t rely on having developer support for any of the changes to these pages. Because of this, all updates had to live within fixed-width templates and an established design system.

Original landing page on a laptop screen

Goals

Increase organic traffic

Reduce bounce rates

Improve visual clarity and usability

Support SEO content strategy

Research Highlights

To guide the redesign of these pages, I relied on a number of practical, data-driven inputs:

  • Reviewed user behavior via Google Analytics and Microsoft Clarity
  • Collaborated with our SEO agency and Sr. Marketing Manager on content and messaging
  • Identified common pain points by working with Customer Service to analyze user feedback
  • Studied competitor sites for layout, content structure, and visual hierarchy ideas

Design Process

Screenshot of the Content Outline for an updated landing page
Screenshot of the Content Outline for an updated landing page

I started by outlining the new content structure for each page based on SEO and UX goals. After some quick sketching, I jumped into Photoshop to explore layout ideas within the site’s fixed-width limitations.

Screenshots of the FAQ section of a landing page on a laptop and a mobile device
Example of a landing page FAQ section on a laptop and a mobile device

One major addition was an FAQ section, which was completely new for the landing pages. I designed it to be accessible, mobile-friendly, and packed with search-relevant content to support both users and SEO performance.

I then gathered additional feedback from SEO, Marketing, and internal stakeholders to make final tweaks before launch.

Design Outcomes

After gathering additional feedback from SEO, Marketing and internal stakeholders, the new designs were complete and ready to implement. The updated pages featured:

  • A cleaner hierarchy and modular structure
  • FAQ sections for each landing page
  • Better visual rhythm and mobile usability
  • Improved internal linking and keyword use to boost SEO
Screenshots of updated landing pages

Results

Feedback from stakeholders was very positive, and Customer Service was excited to direct students to the new FAQs. Plus, the updates resulted in better than expected SEO improvements, with an increase in organic traffic and reduction in bounce rates for the updated pages.

YoY Organic Traffic
+ 0 %
YoY Bounce Rate
- 25 %
Back to Portfolio