Copywriting: I wrote 9 key pages for the Nutra website, along with 19 nutraceutical mushroom product descriptions. I optimized the copy and layout for GEO. While writing, I drew heavily from the brand guidelines and focused on translating the science into tangible proof points for consumers of all backgrounds. I also leaned on trusted subject matter experts and existing content from the old website. Additionally, I used competitor/comparator websites and ChatGPT to help me brainstorm approachable ways to introduce some of the denser subject matter. 

Content Design: I adapted the existing WordPress theme and modernized page layouts to show my updated copy in a fresh, organized, and easy-to-ready format. 

Website Information Architecture (IA): I drew from existing audience persona research and used that to guide this deliverable. My new IA made content easier to find, consolidating repetitive and/or outdated material.

Gap Analysis and Competitor Research: Before my IA overhaul and any copywriting, I first studied the existing website and compared it to similar brands in the same space. I found areas of improvement and targeted those when re-organizing and re-writing copy and landing pages. 

DEI and Accessibility: I advocated for the user experience throughout the project, following WCAG 2 standards for readability and ensuring that my copywriting adhered to an 8th grade reading level or below. 

Collaboration: I collaborated with another Senior Copywriter and a marketing lead to get feedback on my work and make changes. All together, we made the new website pages more approachable for our target audiences.