Complete redesign and rebuilding of all content on Vacasa.com
As in-house Editorial Director, I led content strategy and copywriting for the complete overhaul and relaunch of Vacasa.com in fall 2018.
While much of my original content remains on the current-day website, see a few key artifacts from the time of the site's relaunch below.
The Vacasa.com homepage needed to explain the brand's core value proposition without using the internally despised phrase: "We're like Airbnb, but...".
To solve this problem, I partnered with our founder and then-CEO to define the value prop messaging on our own terms, and wrote all copy on this page.
This page outlines Vacasa’s core value proposition to its key growth audience: owners of second homes. I worked in collaboration with our Consumer Insights researcher and head of marketing to identify the three core benefits those owners care about the most (Earn more, worry less, and rent with ease), and wrote all copy on this page.
This was a new page created with two intertwined goals: help guests find answers to common questions and reduce call volume to Vacasa customer service agents. I worked with our Customer Experience team to determine which FAQs should be included, collaborated with our UX designer to find a manageable layout, structured the content, and wrote all the copy on the page.
Research-driven ebook explaining how SheerID helps publishers reach new customers
Long-form customer story highlighting the business impact of Monte Carlo
Scientifically sound yet reader-friendly blog post on COVID-19 symptoms