For one of the world’s leading tech companies, Cisco’s website was embarrassingly outdated. After putting off the admittedly complex task of overhauling its site for far too long, in 2022 Cisco launched an ambitious initiative called “Cisco.com Reimagined” to not only improve the front-end user experience but also modernize the site’s back-end.

I led the brand-language aspects of the effort, focused on driving clarity and improving engagement while also maintaining Cisco’s voice and personality throughout. I oversaw all copy as we recreated hundreds of prioritized pages. The results? A 190% increase in traffic to “How to buy” pages, a 50% increase in “click to chat” engagement and a 4x increase in requests for trials across networking pages.

I also wrote or edited every bit of copy on the Cisco.com home page between 2022-24.