The Hers audience does their research and we love that about them. But when we learned a lot of research was happening in spaces like Reddit instead of our own site, we took it as a signal—we weren’t giving what they needed.

So we went back to the drawing board. That meant fresh copy, a visual refresh, and a deliberate choice to let the page breathe. Navigation was added to guide users to sub-pages rather than having everything on one page.

My role was content strategy and rewriting copy from scratch, finding a balance between informing visitors and leaving them feeling confident in Hers. Minus the overwhelm.