The challenge
With a short timeframe and high-stakes audience, the messaging needed to become clearer, more compelling and more strategically aligned.

My role
I partnered with the team to refine the product positioning, reshape the messaging hierarchy and write the homepage and new marketing page.

My approach
Rather than leading with features, I shifted the messaging towards customer benefits and outcomes, making the value proposition clearer from the outset. Working in a collaborative sprint meant testing ideas quickly, incorporating feedback in real time and aligning copy with the broader business objectives for the fundraising process.

Outcome
The refreshed pages gave the business a clearer and more consistent market narrative ahead of its fundraising activities. Although I wasn't responsible for tracking website performance after launch, the project successfully delivered a stronger positioning framework that the team could use across key marketing materials.

Skills demonstrated

• Website copywriting

• Messaging and positioning

• Benefit-led copy

• Cross-functional collaboration

• Working under tight deadlines