Richardson’s old website sold caps but said very little about the company behind them. For the new site, I planned the page structure and wrote the copy for the pages that tell Richardson’s story to customers and future employees.
The old website was dated, and it didn’t show the Richardson brand the way the company needed it to. The About page read like a list of facts, told out of order, and nothing on the site showed what it was actually like to work there.
The redesign was a chance to change that: to give Richardson a clear, confident voice, and to speak directly to a new audience, the people who might want to join the team.
I owned the content for the homepage, Our Story, and Careers pages. For each one I outlined the page plan (what goes in each section and in what order), wrote all of the copy, and planned updated imagery. Our designers then built the pages from that plan.
The copy was written to be SEO-optimized, following our SEO best practices and keyword research, from page titles to section headlines.
An excerpt from my homepage content document. Each section matches a module from the UX wireframes, so the designers knew exactly what to build.
“We’re always on the lookout for people who bring positivity, grit, and a good sense of humor to the workday.”Careers page, hero
“What started with a commitment to craftsmanship has grown into over 55 years of earning trust, one cap, one relationship, and one customer at a time.”Careers page, Who We Are
The new site launched to the public in summer 2026. To help customers find their way around, I planned and wrote a five-email launch series in HubSpot: the announcement, a walkthrough of the new dealer dashboard, an introduction to the R3D Customizer, a reminder for customers who hadn’t visited yet, and a seasonal push to order through the new site.
