Southwest Key Programs - Campaign Landing Pages & Storytelling

Bilingual web content strategy, copywriting, and UX editing

Wrote and localized persuasive campaign copy (landing pages, blog stories, email/social) that clarified value, strengthened trust, and drove action.

Results

Higher click-through and form starts from campaign pages after the rewrite (measured in GA4).

  1. Time on page and scroll depth improved on stories using the new blueprint; bounce decreased on landing pages.

  2. Consistent EN/ES voice reduced revisions and sped stakeholder approvals.

Context

Southwest Key needed clearer, more compelling narratives to recruit program participants, engage donors, and spotlight impact. Existing pages mixed internal jargon with long paragraphs, making the value hard to grasp, especially for Spanish-preferred audiences.

My approach

  • Message map & briefs: Turned program goals and SME interviews into a message map (problem → impact → proof → CTA). Drafted EN/ES briefs that set audience, promise, and proof points for each asset.

  • Voice & tone: Defined a warm, human voice with plain-language guardrails; adjusted tone per funnel stage (awareness vs. action).

  • Landing-page copy: Wrote headline/subhead, scannable sections (Who it helps, How it works, Eligibility, FAQs), and a single primary CTA. Built short proof modules (stats, quotes) to reduce hesitancy.

  • Storytelling articles: Produced narrative pieces that paired a strong lede with structured H2s, pull-quotes, and links to programs/donations.

  • EN/ES transcreation: Preserved intent while adapting idioms, CTA language, and cultural references; avoided literal translation traps that dilute urgency.

  • Channel extensions: Created email subject lines/preheaders, social captions, and short video VO copy to keep the campaign cohesive across touchpoints.

English

Spanish