The Google Ads landing page that introduced Earth Positive to a new audience of artists and music-industry brands, designed and built end to end
DURATION
February 2025 - May 2025
ROLE
UX Design, Responsive Build
TOOL
Figma, Webflow, Adobe Premiere Pro, Semrush, Google Ads
Overview
Earth Positive, the sustainable apparel line at Continental Clothing Co., wanted to reach a new audience of artists and music brands looking for blank garments to turn into tour and event merchandise. The plan was to drive this audience through a Google Ads campaign to a dedicated landing page.
My job was to design a page that could take a cold visitor, someone who had never heard of the brand, and move them to get in touch. I worked on the project end to end, from the page structure and UI design in Figma to the video hero and the final responsive build in Webflow.
Impact
New customers from the campaign
£2,213
First orders from a new EU audience
Video hero
My proposal over the static brief
These results reflect the overall campaign, with the landing page acting as one of several lead-generation touchpoints.
Problem
A cold, unfamiliar audience.
Google Ads traffic arrives with no prior relationship to the brand. The page had a few seconds to explain what Earth Positive is and why a music brand should care, before the visitor bounced.
Paid traffic made the landing experience important.
Keyword research shared by the marketing team showed that it was difficult to rank highly for broad apparel-related searches. So the campaign used paid advertising to reach this new audience, making the landing page an important part of the journey.
Grab attention first, then convince.
Once someone clicked the ad, the page had to do the explaining. It needed to grab attention, build trust, and give visitors a reason to keep going. The key design challenge was deciding what they needed to understand first, and what could come later.
Structuring the page
A cold visitor needs two things, in order. First, a reason to trust the brand, then a reason it matters to them. I designed the page in layers to match how that attention actually builds.
Replacing the static hero with video
The first layer has to grab attention, and the brief assumed a static image for the hero. But a still image is easy to scroll past, especially for a cold visitor with no reason to stay. So I proposed a video instead, and a fast-paced one, because the quick rhythm holds attention in those first few seconds. I kept the page title visible over the video, so visitors understand what the page is before they scroll.
Designing Clear Sustainability Proof Points
After capturing attention, the next job was building trust. Rather than presenting all of Earth Positive’s sustainability information in long blocks of text, I used six badges(Organic Cotton, Renewable Energy, Recycled Water, Fair Wage, No Polyester, Climate Neutral) to surface the key proof points at a glance. Visitors who wanted more detail could then continue into deeper sections with supporting evidence.
Better Merch for Music Brands
Up to this point, the page proves the brand is credible, but credibility alone doesn't drive action. I ended with the reasons a music brand would care, from standing out in a crowded merch market to offering merch with a 90% lower carbon footprint they can be proud to put their name on. I then closed with a single clear CTA, directing visitors to the right UK or EU contact for their region.
My role
Designing the page
I translated the campaign brief into the page structure and UI in Figma, deciding how the content should be ordered and how each section should work across desktop and mobile.
Editing the hero
The brand had raw clips but no finished hero, so I edited one myself. I created a fuller desktop version and a shorter, faster mobile cut, adapting the same story to suit a smaller screen and a shorter attention span.
Building it responsive
I built the final page in Webflow myself, adapting the layout and video across desktop and mobile. Because I was designing and building, I could test spacing, typography and responsive behaviour directly in the browser and refine the page as I went.
Results
The landing page was built as the destination for a Google Ads campaign, one of several initiatives aimed at increasing new customer sign-ups. Across the wider acquisition activity, 28 new accounts were opened and 7 placed first orders worth £2,213. While these figures cannot be attributed to the landing page alone, it formed an important part of the journey from first ad click to customer conversion.
What I learned
This project changed how I think about landing page design. I learned to focus less on individual sections and more on the order of information, thinking about what visitors need to understand at each stage of the journey. It also reinforced that visual decisions should have a clear purpose. The video hero was not just there to add energy, but to communicate the brand quickly to a new audience. Building the page myself in Webflow also helped me treat implementation as part of the design process, testing and refining decisions directly in the browser.
