WORDS
FOR
THE WEB

Hilton.com sees millions of visitors — and every carousel banner has to work in seconds. I wrote for a summer series of homepage banners targeted at different audiences, each A/B tested by locale. The challenge: write copy that's short enough to fit the format, compelling enough to convert, and distinct enough to speak to wildly different traveler mindsets — all within the same visual system.

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Hilton.com · Homepage Carousels

Summer Banner Series

Concept Note

Homepage carousels for Hilton.com — written for multiple targeted audiences and A/B tested by locale. Each banner had to stop the scroll, speak to its audience, and move them from browse to book in as few words as possible.

During my time at Travel + Leisure Co. (formerly Wyndham Destinations), I was part of the digital team writing UX and web copy for timeshare brands Club Wyndham and WorldMark. Using analytics, customer feedback, and UX insights to inform every decision, we supported redesigned sites that achieved a 30%+ post-launch conversion rate. From homepages to member benefit pages to promotional cards — copy built to guide, inform, and convert.

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Homepage · Member Pages · Promo · Benefits

Built to Convert

Concept Note

From the Club Wyndham and WorldMark homepages to VIP member promos and the Destination Dollars benefit page — every word written to guide, inform, and convert. Using analytics, customer feedback, and UX insights, we supported redesigned sites that achieved a 30%+ post-launch conversion rate.

Brands

Club Wyndham · WorldMark by Wyndham

A freelance refresh for Noland's Roofing — a central Florida roofing company serving communities across the state. The ask was to rewrite their website to increase clients and click-through rates, leaning into what makes Noland's different: no corners cut, exceptional service from first contact to final walk-through. I wrote copy across every page of the site, including blog content designed to drive organic traffic and build trust with homeowners before they ever pick up the phone.

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Homepage · Why Page · Blog · Blog Post

The Full Refresh

Concept Note

A complete website refresh for Noland's Roofing — a central Florida roofing company going beyond roofing with renovations built to last. Copy written across every page of the site to increase clients and click-through rates, leaning into what makes Noland's different: no corners cut, exceptional service from first contact to final walk-through.

Scope

Homepage · Why Noland's · Blog · Blog Posts

During my time at Spark, I worked on a brand refresh for Levy's Leathers — a storied maker of leather guitar straps with roots going back to 1973. The ask: revamp their About page to tell that story. Rich family history, earnest craftsmanship, and a tagline that says it all. Copy written to tie the whole brand together in one place.

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Web Page · About / Brand Story

Our Story

The Copy

The moments that have the greatest impact on our lives often don't seem that important at the time.

Just ask Denis Levy, who in 1973, decided to accept a set of leather-working tools instead of cash as payment for an odd job.

To his surprise, Dennis developed a love of leather-working. Inspired by the musical passion of his brother, lifelong guitarist Harvey Levy, he began creating guitar straps as his brother took to the road to build a network of vendors. Within a few years, Dennis and his wife Cheryl had invested their life savings and formed Levy's Leathers Ltd. And so a seemingly small decision led to bigger ones, sparking an enduring legacy.

Of course, it takes more than a few opportune moments to create one of the world's most respected names in quality guitar straps.

It takes a steadfast dedication to craftsmanship, an earnest desire to empower all types of musicians, and a belief in helping others embrace their craft in their own way. All coming together to create a truly exceptional product that today, can be found on the shoulders of everyone from garage musicians to world famous artists.

From your grandpa's old acoustic to your first guitar lessons. From rocking out in your parents' garage to headlining your first gig — Levy's is more than a strap. It's a right of passage. An invitation to play on the shoulders of giants, and with them. An empowering rally cry to define your sound, and live your legacy.

PLAY ON.

Written during my time as a creative intern aboard the shopper marketing and commerce engine of Publicis Groupe, operating as part of the Leo Burnett Group. Digital retail assets introducing Dr. Tanya — a mom and a doctor who champions milk consumption, particularly among America's youth — to retailers across the country. Copy written to introduce, educate, and convert at the shelf level through out-of-store digital retail communications.

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Digital Retail · Out-of-Store Banners

Introducing Dr. Tanya

Concept Note

Retail digital assets designed to introduce Dr. Tanya and reinforce the benefits of milk to drive product sales. Written to feel credible, warm, and approachable — because the messenger matters as much as the message.