Target Audience:

Western wear enthusiasts, working professionals, and first-time buyers seeking authenticity, durability, and reliable service.

Role:

Copywriter, UX Designer, Technical Writer

Platforms:

Website, landing page, email campaigns

Challenges:

Vaquero Boots’ online experience needed to convey the same trust, expertise, and personal service customers receive in-store. Product-heavy pages and a broad catalog made discovery and decision-making difficult, especially for first-time buyers unfamiliar with western wear. Key pages lacked clear content hierarchy and persuasive guidance, creating friction in the path to purchase.

Goal:

Mirror the brand’s in-store customer care online. Refine product relevance, build trust, and increase conversions. Clarify messaging and navigation to help users quickly find the right products and understand value. Apply conversion-focused copy and UX writing to reduce hesitation, improve trust, and guide users through checkout. Design a more intuitive, scalable layout in Figma to support growth and measurable improvements in engagement and conversion rates.

The strategy followed a conversion copywriting process rooted in research, structure, and validation. I prioritized voice of customer (VOC) insights; drawing from customer reviews, on-site behavior, and purchase anxieties to ensure the copy reflected what customers needed to hear.

Messaging was organized using frameworks such as PAS (Problem–Agitation–Solution) and AIDA, aligning headlines, body copy, and CTAs with each user’s stage of awareness.

UX and page layouts were framed in Figma alongside copy to ensure clarity, scannability, and a single focused takeaway per section.

Objections around fit, quality, and trust were addressed directly through reassurance copy and simplified navigation.

Copy and layouts were validated through clarity-first principles and measured through engagement, click-through rates, and conversion performance on key pages and email campaigns.