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 ton of brand work to do, too—starting with the website. A full content audit resulted in an a redesigned homepage (see the "before" here), fresh "How It Works" video, and a new process for segmenting site visitors. The result? An uptick in active users and an increased conversion rate.