I joined Properly in October 2021 as the company's first in-house copywriter. I was initially hired to work with the Growth team on digital ads, but it became very clear, very quickly, that there was a great deal of brand work to do, too—starting with the website. A full content audit/refresh resulted in an updated homepage (see the "before" here) and "How It Works" video, a new process for segmenting site visitors, and ultimately, an uptick in users and an increased conversion rate.