Client Project

Landing Page Strategy · 2025

From campaign click to confident buyer.

Restructuring MoveEV's landing page around how fleet managers actually evaluate — built from 30+ fleet professional interviews.

View case study

Overview

Our client, MoveEV, is "an EV transition company that helps organizations and municipalities electrify fleet and commuter vehicles faster with accurate home-charging reimbursement."

As part of a client digital marketing project, I led the ReimburseEV landing-page strategy: structuring the page, shaping the messaging hierarchy, and creating a clearer evaluation path for fleet managers arriving from campaign channels.

Role

Led landing-page strategy & information architecture

Contributed to 30+ fleet interviews and stakeholder mapping

Team

Cross-functional team of 6

Timeline

5 sprints in 11 weeks · 2025

Tools

Figma

Miro

PowerPoint

ChatGPT / Claude

Executive Summary

The problem

Product value was difficult to grasp from a single campaign touchpoint. Visitors met product detail before they understood the reimbursement value.

My Role

Led landing-page strategy and information architecture; contributed to research synthesis.

Evidence

Findings from 30+ fleet-professional interviews.

Decision

Reframe the page as a promise → localized proof → self-service calculator.

Status

Recommendation delivered and directionally evaluated with eight fleet professionals. Implementation and business measurement pending.

Context

The barrier wasn't belief in EVs. It was making the numbers trustworthy.

Before structuring any campaign ideas, we needed to understand how enterprise buyers would evaluate a new fleet management solution. Through market research, stakeholder mapping, and buyer-journey analysis, one thing became clear: the challenge was less about convincing fleet managers that EVs mattered, and more about helping them make sense of cost, reimbursement accuracy, compliance, and internal buy-in.

How might we…

Help fleet managers understand, evaluate, and justify a home-charging reimbursement solution after a campaign touchpoint?

Research

My Contribution

Turning 30+ interviews into a landing page strategy.

Stakeholder direction: identified the key buyer groups involved in the reimbursement decision: fleet operation, HR/payroll, and finance.

Stakeholder direction: identified the key buyer groups involved in the reimbursement decision: fleet operation, HR/payroll, and finance.

Research synthesis: translated 30+ interview transcripts into buyer needs around reimbursement accuracy, admin burden, cost justification, and internal confidence.

Research synthesis: translated 30+ interview transcripts into buyer needs around reimbursement accuracy, admin burden, cost justification, and internal confidence.

Page strategy: connected research insights back to the landing page, defining what buyers needed to see before being asked to act.

Page strategy: connected research insights back to the landing page, defining what buyers needed to see before being asked to act.

Research snapshot

30+

Fleet professional interviews analyzed

Buyer groups mapped: fleet ops, HR/payroll, finance

5-step

Buyer evaluation journey defined

Interview Findings

"The cost of a van mainly comes from expensive fuel costs… If you add the gas, it is usually $65."

— Business operations Assistant

Insight

Fuel cost is a constant pain point and major factor in evaluating total cost of ownership.

"The biggest demand is that electric vehicles that can support refrigerated trucks need to provide sufficient power supply."

— Logistic Lead

Insight

Adoption hesitation was about operational fit, not environmental conviction; the page needed proof of the solution works for real fleet workloads.

"If $60 gets you the same miles, which one really goes further — the gas pump or the charger?"

— Finance

Insight

The decision hinged less on emotional factors and more on whether the numbers made sense.

How I Used AI

AI accelerated the least scalable part of the research: turning these interview transcripts into recurring themes I could actually design against.

Every theme it surfaced (fuel-cost sensitivity, operational-fit doubts, the finance-drive comparison mindset) was checked back against the original transcripts before it shaped the landing page strategy.

Page Strategy

Mapping the page around the buyer's evaluation journey.

The goal was not to present every product detail at once, but to guide fleet managers from a familiar cost problem to a clearer understanding of ReimburseEV's value, proof, and next step.

Buyer Journey · 5 Steps

Arrives from campaign

Quickly communicate what ReimburseEV is and who it's for.

Recognizes friction

Connect the solution to familiar plan points: fuel costs, reimbursement accuracy, admin burden.

Evaluates operational fit

Build confidence with concrete use cases and proof-led messaging.

Compares business value

Make the tradeoff tangible through proof points and a cost calculator.

Takes the next step

A clear, low-friction path: calculator, demo request, or conversation.

Landing Page Requirements

Lead with cost clarity

Fuel cost was the most visible pain point, so the landing page needed to make reimbursement value and cost visibility clear early.

Reduce operational uncertainty

Buyers questioned whether EVs could support real fleet needs, so the page needed sourced, concrete operational data.

Evaluates operational fit

Buyers needed a practical cost-benefit comparison, so the page needed a calculator to model their own fleet.

The Landing Page Experience

A short evaluation path, under a single page.

Instead of overwhelming visitors with product details upfront, the page first clarified the reimbursement offer, then made the cost comparison visible, then invited visitors to calculate their own savings.

Interactive

Hero

Cost Proof

Calculator CTA

moveev.com/landing-page

Our Solutions

Resellers

Resources

About

Get in touch

Accurate

Simple

Seamless

Automated

Compliant

Efficient

Simple

EV Fleet

Reimbursement

See how much your state could save

Washington

Lower operating costs than gas fleets

Based on average WA gas price of $4.56 per gallon

Last updated November 2025 (Source: AAA)

Fleet Operating Cost Comparison (WA)

Gas Fleet

EV Fleet

Fleet Size

Monthly Operating Cost (USD)

100

120K

100K

80K

60K

40K

20K

Savings with home charging vs. public stations

Based on average WA residential electricity rate of $0.13 kWh

Last updated November 2025 (Source: AAA)

0 Hours

Work time saved each month with home charging

Based on 30 minutes of DC charging each day

Want to see how much your fleet could save?

Use our free calculator to see your potential.

Calculate

A direct promise: accurate EV fleet reimbursement and the rotating value words helped position ReimburseEV around the operational qualities fleet buyers cared about the most.

Design Purpose

Quickly communicate what the product does while using value words that address buyer concerns around workflow, automation, compliance, and efficiency.

Hero

Cost Proof

Calculator CTA

moveev.com/landing-page

Our Solutions

Resellers

Resources

About

Get in touch

Accurate

Simple

Seamless

Automated

Compliant

Efficient

Simple

EV Fleet

Reimbursement

See how much your state could save

Washington

Lower operating costs than gas fleets

Based on average WA gas price of $4.56 per gallon

Last updated November 2025 (Source: AAA)

Fleet Operating Cost Comparison (WA)

Gas Fleet

EV Fleet

Fleet Size

Monthly Operating Cost (USD)

100

120K

100K

80K

60K

40K

20K

Savings with home charging vs. public stations

Based on average WA residential electricity rate of $0.13 kWh

Last updated November 2025 (Source: AAA)

0 Hours

Work time saved each month with home charging

Based on 30 minutes of DC charging each day

Want to see how much your fleet could save?

Use our free calculator to see your potential.

Calculate

A direct promise: accurate EV fleet reimbursement and the rotating value words helped position ReimburseEV around the operational qualities fleet buyers cared about the most.

Design Purpose

Quickly communicate what the product does while using value words that address buyer concerns around workflow, automation, compliance, and efficiency.

Outcome

Tested and presented to MoveEV at the end of sprint 5.

Directional Validation with Fleet Professionals

To evaluate proposed information hierarchy before implementation, I conducted concept and message-comprehension sessions with eight fleet professionals.

Method: Eight fleet professionals first reviewed the existing experience and then the proposed concept, answering the same unaided comprehension questions after each. Because the order was fixed, learning effects may have influenced the comparison; the findings should be treated as directional.

All eight participants accurately explained ReimburseEV's home-charging reimbursement offer, compared with 3 of 8 for the existing experience.

All identified the state-specific cost comparison as the strongest credibility signal.

To evaluate proposed information hierarchy before implementation, I conducted concept and message-comprehension sessions with eight fleet professionals.

All eight participants accurately explained ReimburseEV's home-charging reimbursement offer, compared with 3 of 8 for the existing experience.

All identified the state-specific cost comparison as the strongest credibility signal.

Limitation

This was a small, directional study of message comprehension and perceived credibility. It did not measure campaign conversion, implementation success, or business impact.

I delivered the landing page strategy, information architecture, and high-fidelity page design as part of our team's broader marketing recommendations. MoveEV's Head of Marketing responded positively to the presentation and said the company would consider clarifying the landing page's value propositions.

Before

After

First viewport

Product/feature detail before the value promise

A single reimbursement promise with rotating value words

Proof

Generic value claims, no localized data

State-specific cost comparisons with sourced gas and electricity figures

Path to action

One generic "get in touch" CTA

A staged path: promise → proof → self-service calculator

Buyer effort

Visitors had to assemble the business case themselves

The page builds the business case in the buyer's own numbers

Status

Recommendation delivered and directionally evaluated with eight fleet professionals. Implementation and business-impact measurement are pending.

Measurement Plan

If MoveEV implements the recommendation, the proposed success framework will evaluate whether the new page turns campaign interest into deeper product evaluation.

Metric 01

Calculator engagement rate

Metric 02

CTA click-through rate

Metric 03

Demo requests per campaign visit

Reflection

Landing pages are decision experiences, not just marketing assets.

For a complex B2B product, the page has to earn the CTA by helping buyers understand the problem, compare the value, and feel confident enough to act. A stronger landing page is not about more persuasive copy or bolder visuals, it is about sequencing information around what the buyer needs to believe before they are ready to act.

After implementation, I would compare these measures with the pre-change baseline while accounting for campaign source, traffic volume, and seasonality.

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