AT&T Internet Landing Page Redesign
The background
AT&T is a leading telecommunications company providing internet, mobile, and TV services. To stay ahead of competitors, they decided to invest in redesigning key customer journeys, like the internet landing page, to improve the experience and better meet customer needs.
The issues
- The Internet Landing Page had a confusing content hierarchy, making navigation difficult.
- Lack of benefit-driven copy failed to clearly communicate AT&T’s value.
- High bounce rates showed users weren’t engaging or finding needed information.
- Many users turned to call centers or stores, highlighting gaps in the online experience.
- The design didn’t support easy plan comparison or informed decision-making.
My Role
I led the content strategy for redesigning the Internet Landing Page. The goal was to clearly show why AT&T is the best choice by highlighting key benefits and value. I also made sure the page had clear, easy-to-use buttons for checking availability or logging in, helping users quickly move through the buy-flow.
Insights
The internet landing page is a primary entry point to AT&T’s internet services as it is the 3rd top landing pages on ATT.com (excl. homepage).
Users who land on this page are looking to check availability and find the right internet plan, however the narrative doesn’t support these main user needs.
In current state, the page serves a primarily utilitarian purpose to ask users only for their address to check availability.
Over 1/3 of visitors to this page have previously authenticated, however there is little to no content catered to existing users.
Competitor analysis revealed that AT&T’s internet landing page lacked the engaging, benefit-focused messaging and intuitive design found on rival sites
The Objective
To redesign the Internet Landing Page to create a more engaging and user-friendly experience. The goal was to address high bounce rates and help users easily understand the benefits of AT&T’s internet services. By improving the content hierarchy and adding value-driven messaging, the new page would reduce reliance on call centers and in-store visits, making it simpler for users to find the information they need and complete their journey online.
Steps and approach
I followed a structured approach that combined research, strategy, and collaboration. Each step was focused on creating a user-centered experience that aligned with AT&Ts business goals, alleviated pain points and optimized content.
What we delivered
These are the content changes that helped redesign the whole experience. The numbers in the images give an explanation of what was changed, and where.
The Results
“The content strategy work behind the redesign has been instrumental in enhancing the internet landing page.”
Big impacts
The updates to the internet landing page really improved the user experience and supported AT&T’s goals.
Notable improvements
Updated the layout with a modern, visually appealing design
Improved the clarity of messaging by using straightforward language that highlights the key benefits
Strategically placed clear and compelling calls to action throughout the page
Optimized for accessibility to make sure the page was assesible for all people
Ensured the landing page is fully responsive and optimized for mobile devices, providing a seamless experience
Beyond the Writing
End-To-End Experience
I was involved in every stage of the project, from auditing the existing page and defining the content strategy to designing clear, engaging copy and collaborating with UX/UI teams to ensure a seamless user experience. The final redesign balanced user needs with AT&T’s goals, creating a landing page that was intuitive, benefit-driven, and conversion-focused.
Constraints
The project was shaped by a very tight timeline, requiring quick turnarounds and decision-making. Plus, the client requested several A/B tests to validate design and content changes, which added complexity to the process and required careful coordination to meet deadlines.