My Role

Sally Beauty's website landing pages had low engagement and conversion rates, while failing to effectively communicate different products' value proposition.

My goal was to create copy that captured attention, guided users, and drove desired actions. I was responsible for crafting headlines, body copy, and CTAs for various landing pages.

I also partnered with designers, marketers, and product managers to ensure alignment between visuals, messaging, and brand objectives.

Audience and Goal Analysis

I studied each creative brief that outlined user needs, pain points, and motivations that would inform messaging before defining each page’s primary goal (sign-ups and purchases) and secondary goals (education and awareness).

Crafting the Copy

I created clear and compelling headlines that immediately communicated each page's value proposition. I then structured content for scannability, using subheadings, bullet points, and concise sections before writing action-oriented CTAs that aligned with the user journey.

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Finalization and Delivery

After receiving feedback from stakeholders, I implemented new copy and and changes for final delivery.

(PRO)tential Landing Page

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(PRO)tential Landing Page

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Results:

Increased conversion rates by 8%.
Improved time spent on the page, signaling stronger user engagement.
Recieved positive stakeholder feedback on the clarity and effectiveness of the landing page messaging.

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