copywriting
Home buying, made more approachable
The Challenge
Capital One had a sorely underutilized home loans channel — netting around 1% utilization. They wanted to boost customer awareness and, thus, channel utilization via a revamped, mobile-first web presence.
Part of this included creating approachable educational copy on all aspects of home buying — from preparing to apply to loan types and interest rates.
An excerpt from the revamped home loans site
What I Did
My Role
I served as UX and copywriter, working with a content strategist and experience designer from our agency, as well as experience designers from Capital One.
My Contributions
Wrote all site and micro copy, including content for the online mortgage loan application
Wrote all site education content targeted to the key persona: first-time homebuyers. Adapted existing brand style guide to a voice and tone targeted to the key audience, per Capital One’s request.
Created an editorial calendar and planned articles mapped to key content pillars and traffic goals identified by our agency in a prior marketing engagement.
