AT&T Website Copywriting

Situation

AT&T Business and Accessories teams constantly push out promotions, pivoting offers, testing and refining messaging, and manage massive partner launches from brands like Apple and Samsung. Some of their largest initiatives include a full migration of the B2B site from one CMS to another with creative changes for each page that makes it over, plus the launch of the AT&T Guarantee which spanned dozens of webpages, plus display, TV, OOH and other channels. 

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Approach

As the in-house senior copywriter for their Personalization and Optimization teams, I wrote and shepherded copy through a multi-phase review process for dozens of weekly projects. Each involved kickoffs with strategists, where I strengthened strategy with careful questions from the creative and customer perspectives, and question sessions with internal stakeholders such as product managers. I also ran content through our extensive style guides and component limitations to ensure compatibility. 

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Results

My ongoing achievements with AT&T include:

200+ SKUs written in 2 days to launch new Apple accessories

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12% increase in stock price, 120k organic search impressions, 1.2M+ site visits, and a 3x increase in site visitor engagement

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2% decrease in bounce rate and 8% increase in conversions for new B2B homepage writing and creative experiments

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Contributing to $25.1M in LTV with the winning experiments from creative optimization projects

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Average of $50k in revenue driven per project I’ve written for