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Landing Page | Dr. Melina Teixeira
1. The project
Development of a landing page to promote the Emotional Support Animal Report (ESA Letter) service, focused on conversion via Google Ads. The goal is to facilitate access to the document for those who need to justify the presence of their pet in rented accommodations, without facing extra fees or restrictions.
2. The challenge
Since the report is still little known to the public, the page needed to be clear, objective and educational, explaining its importance and benefits in an accessible way. In addition, it was essential to create a sense of urgency to encourage immediate action, especially for those seeking the document quickly and without bureaucracy.
3. Personas
Alana
Young Brazilian in Dublin
Alana, 23, from Rio de Janeiro, lives in Dublin and works at Facebook. Single, she decided to emigrate alone, leaving her pet in Brazil. After a while, she realized that she couldn't stay away from the animal and went back to get it. However, her landlord demanded a formal justification for allowing the pet into the apartment, requesting an ESA Letter (emotional support letter for animals). She found information about the document in a Brazilian group on Facebook and is now looking for a quick solution to regularize the presence of the pet in the new home.
Igor
Brazilian doctor in San Francisco
Igor, 33, is a doctor who lives in San Francisco with his pet. He recently signed a new lease and was informed that he would need an ESA Letter to avoid extra fees related to the animal. Since the negotiation for the apartment was ongoing, he needed the document urgently to avoid losing the offer. For him, the speed of issuing the letter was essential.
Joshua
American seeking ESA Letter
Joshua is an American who wants to obtain an ESA Letter for the same reasons as Igor: to avoid extra fees and to ensure his pet stays at home. However, he faces a common problem in the US: his doctor or therapist is not available to provide this document quickly, or he simply does not want to deal with the bureaucratic process. He started looking for alternatives online and found discussions about the subject on forums like Reddit, where many people report similar difficulties.
4. Applied Solutions
✔ Didactic and direct communication → Structuring of content to make the experience simple and intuitive.
What is the report? Clear explanation about the ESA Letter and its validity.
Brief explanation of services
Step by step to obtain → Highlighting the speed and ease of the process.
Support content → Blog texts focused on the main doubts, pain points and needs of the public.
Frequently Asked Questions (FAQ) → Eliminating barriers and insecurities in decision-making.
✔ Conversion-focused design → Optimized layout to direct the user to the main action, ensuring fluid and intuitive navigation.
✔ Website in English → Adapted to serve the American public, who frequently seek this service and face difficulties in obtaining the letter quickly.
5. Learnings and Improvements
It was necessary to add a strategic Call to Action at the end to encourage conversion and facilitate the user's next step.