The Challenge
The client is a regional internet provider serving residential and business customers. Its marketing focuses on high-speed service, competitive pricing, reliability, and access to local support.
Internet service looks simple at the headline level, but the purchase decision involves a large amount of supporting information. Customers need to understand service tiers, speeds, equipment, Wi-Fi options, availability, introductory pricing, recurring fees, and installation terms.
That information can quickly turn a marketing page into a wall of plans and disclosures. The challenge was to keep the experience approachable while still presenting enough detail for customers to compare options and make an informed decision.
The Approach
I developed and maintained frontend patterns for the client’s marketing pages, including pages for Wi-Fi products, service options, and educational content. I translated plan information into reusable sections for pricing, benefits, feature comparisons, calls to action, and supporting terms.
The implementation prioritized hierarchy. Primary benefits and availability checks remained easy to find, while detailed plan information was available without competing with the main conversion path. I also accounted for the wide variation in content length that comes with pricing tables, service disclosures, support material, and promotional messaging.
The Result
The component-based approach gave the client a more consistent way to introduce products and expand its service content. New offerings could use established patterns instead of requiring a completely new page structure, and customers received a clearer path from learning about the service to checking availability.