Delivery Landing Page

Case Study: Leading the Creative Strategy for The Home Depot’s Delivery Capabilities Page

As creative lead, I designed and launched a new delivery landing page for homedepot.com that served as the digital hub for a $16M campaign promoting The Home Depot’s delivery services. The project required a mobile-first experience that could support both consumer and business customers while working within the creative and functional constraints of the company’s existing CMS and an aggressive launch timeline.

The Challenge: Making Delivery Options Easier to Navigate

The existing delivery experience lacked an intuitive way for customers to understand their options. The page needed to serve both B2B and B2C audiences while making different delivery capabilities easy to find and compare.

My approach was to organize and merchandise product categories around delivery options such as same-day, next-day, and extended delivery. This created a clearer path for customers to understand what was available and move from delivery consideration into product selection.

Understanding the Customer Journey

I led research into how business and consumer customers interacted with delivery services across the site. That work informed how we organized and presented delivery options and helped ground the experience in customer needs rather than simply listing available services.

I partnered with audience marketing, SEO specialists, copywriters, and creative designers to align the customer journey, messaging, search considerations, and visual experience around the page’s performance objectives.

Designing Mobile-First Within an Existing CMS

The Home Depot’s existing CMS introduced creative and functional constraints that had to be considered throughout the design process. Because mobile represented a significant portion of the customer experience, the page was designed mobile-first, with content hierarchy, copy, and modular design decisions evaluated for usability across screen sizes.

Working within the available CMS modules required balancing brand standards, customer needs, and platform limitations while maintaining a consistent experience across desktop and mobile.

Leading Cross-Functional Alignment

The aggressive timeline required close coordination across multiple disciplines. I organized and led stakeholder discussions to keep the team aligned on the creative direction, project requirements, and progress toward launch.

We reviewed available data throughout the process and refined the experience to support The Home Depot’s brand standards, customer needs, and engagement and conversion objectives.

Launch and Impact

The page launched on schedule with a delivery experience built around customer needs and product merchandising by delivery capability. The new structure gave both B2B and B2C customers a clearer way to understand available delivery options and connect those services to relevant product categories.

The project also served as a model for future delivery-focused initiatives at The Home Depot.

Early Organic Search Results

Within the first 20 days of the soft launch, the new delivery page began ranking for more than 100 previously unranked non-branded keywords.

• Average position for non-branded keywords improved from 33 to 9.
• Average click-through rate for non-branded keywords increased from 44% to 61%.
• Newly ranked appliance-related searches, including refrigerators, washers, dryers, and dishwashers, were among the primary drivers of growth.

Examples of newly ranked queries included:

• appliance delivery: 720 monthly searches, from unranked to #3 on Page 1
• christmas tree delivery: 2,900 monthly searches, from unranked to #10 on Page 1
• same day refrigerator delivery: 1,300 monthly searches, from unranked to #12 on Page 2

The page also gained visibility for broader, highly competitive delivery terms:

• delivery services: 27,100 monthly searches, from unranked to #13 on Page 2
• same day delivery: 22,200 monthly searches, improved 15 positions to Page 3
• delivery: 201,000 monthly searches, from unranked to Page 4