Over the past week we have been looking at self-serve portals catering for utility-related domestic emergencies and troubleshooting. Below we compare 10 landing pages, although the definition of a landing page changes from supplier to supplier, which can make things a bit confusing. Overall, BT, Homeserve and Thames Water have the best landing pages and Orange Broadband scrapes the bottom of the UX barrel.
We like:
- Ranks first on Google search
- My options are clearly presented
- Immediate engagement if I have a faulty phone line
- Non-emergency self-help box
- Attractive layout
- Excellent cookie settings
We don’t like:
- URL not memorable
- Not easily accessible via the BT Homepage
- Confusing navigation
- No phone numbers
- Green icon stands out the most, but misleadingly it is not a button
We like:
- Clear signposting and calls to action for urgent requests
- My options are clearly presented
- URL is easy to remember
- Attractive layout
- Location availability helps build trust
- Feedback button
We don’t like:
- On Google search results link appears below “Homeserve Furniture Repairs“
- Top section of the page is arranged too loosely and includes a lot of wasted space
We like:
- Relevant links rank first on Google search
- Use of video
We don’t like:
- Does not acknowledge that I might have an urgent request
- My options are not very clearly stated
- Mixes general guidance with fault-related actions
- URL not memorable
- 159 top topics is too many
We like:
- Use of video
- URL easy to remember
We don’t like:
- Google search results not obviously relevant when searching for “worcester fault”
- Banner promotes contact centre but there are no phone numbers on the page
- Too many options make page confusing
- Not attractive
- Confusing navigation
We like:
- Ranks first on Google search
- Attractive layout
- Immediately engaging
- My primary options are clearly presented
- Map helps build trust
We don’t like:
- URL not memorable
- No phone numbers
- Rainbow navigation too prominent
- Following pages a let down
- Three lists of items a bit confusing
We like:
- Ranks first on Google search
- Phone numbers
We don’t like:
- URL not memorable
- Confusing layout
- Too much space wasted with navigation, images, etc.
- Separate boiler website confusing
- Katie gets easily confused
We like:
- Ranks first on Google search
- Phone numbers
We don’t like:
- URL not memorable
- Confusing layout
- Not attractive
- Does not acknowledge urgent requests
- Long form not inviting
We don’t like:
- Almost invisible phone numbers
- Not attractive
- Does not acknowledge urgent requests
- Long form not inviting
- Intro text lacks formating and layering
We don’t like:
- Google results confusing
- Image shows guy on the phone, but there are no phone numbers on the page
- URL not memorable
- Confusing layout
- Not attractive
- Does not acknowledge urgent requests
- “Loss of supply” link buried
- Navigation confusing
Orange Broadband Troubleshooting
We don’t like:
- Google results confusing
- URL not memorable
- Not attractive, looks unfinished
- Unclear headings
- Does not acknowledge urgent requests
- No emotional appeal
Creating effective self-serve landing pages
When your customer decides to access your self-serve landing page it is almost certain that he/she has an urgent enquiry. Your landing page needs to: firstly, have all the emotional components necessary to inspire trust and confidence in your ability to deliver; secondly, clearly present calls to action that address all the enquiry scenarios according to their urgency; and thirdly, keep peripheral content such as global navigation and supporting copy minimal and available only on request.
