Website Relaunch:

Complete redesign and rebuilding of all content on

Tools Used:
My Role:
Editorial Director, Copywriter (in-house)
Visit Project:

Project Overview

As in-house Editorial Director, I led content strategy and copywriting for the complete overhaul and relaunch of in fall 2018.

  • Worked with department stakeholders to develop messaging, CTA paths, and site architecture
  • Wrote and edited content for all pages, excluding ecommerce/product descriptions 
  • Coordinated cross-departmental review, feedback, and approval processes
  • Collaborated with UX designers for consistent look and feel across website
  • Provided creative direction for photography sourcing

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 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. homepage

Property management webpage

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. property management page

Support webpage

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. help page

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