APRIL
AGUIRRE
SENIOR COPYWRITER, CONTENT EDITOR
ABOUT MEBeen doing the pen-to-paper thing for 16 years—sales copy, web content, editorial, social, UX, ghostwriting thank-you notes for my mom, etc.
I don’t always freelance but when I do, the feedback is 👌🏽 (100% job success on Upwork).
Advanced knowledge in the good stuff: conversion-driven copy, integrated marketing campaigns, content migrations, and CMS team management.
Long-Form Sell Page | Openfit
Fitness/Health/Wellness
Read copy here. Increased digital streaming subscription sign-ups with the successful launch of Yoga52, a premium program that delivers the yoga studio experience at home. Wrote sell page copy and accompanying marketing material.
E-Commerce Product Detail Page | BODi
Nutritional Supplement
Read copy here. Together with Design, reimagined and created all product detail page content for one of BODi’s best-selling supplements, Beachbody Performance Energize.
Leveraged the product image carousel to take the customer through the journey (what the product does, what’s in it, RTB, evidence to back up claims, how to use).
Short description and modules below the fold reinforce reasons to believe, resulting in a decline in bounce rates and increase in click-through conversions.
Long-Form About Us | PRAZ Naturals
Beauty
Read copy here. Refocused the brand messaging beginning with an overhaul of the About Us page, transforming it into a compelling, genuine story about the founders' connection to their product.
Client also requested product descriptions (samples available upon request) and brand/UX consulting.
Feedback from the client: "Fantastic writer. Kind, full of great ideas. Understood our vision and message quickly. Will work with April again. A pleasure!” Read the original five-star review here.
Paid Social Ad Campaign | Delta Cycle Home Decor
See image for copy. Developed a Facebook/Instagram paid advertising campaign including headline and post copy for 5-6 ad iterations.
Client's goal: Drive at least 500 ad click-throughs within 14-day campaign and establish overall awareness in the home décor sector as the brand expanded its product line.
Result: Exceeded expectations by driving more than 5x the desired clicks, resulting in product sales that weren't initially in scope for this campaign.
Feedback from the client: "April did an excellent job concepting our paid social ad campaign creative and writing compelling, well-read copy for our home goods product line. Highly recommend her service!” View the original five-star review here.
Product Landing Page | BODi
Fitness/Health/Wellness
See image for copy. Refreshed product landing page copy (incoming traffic from email and paid social) for brand’s hallmark bundle product, featuring a “starter” bundle product targeting new customers.
Exceeded previous conversion rates by 1.5%.
Journalistic Article | L.A. Taco
Travel & Culture
Read the full article here. Wrote a relatable personal essay on the “California exodus” with a unique angle focused on moving out of the country. Researched and reported cost-of-living abroad and other data points to support the hook.
Feedback from the editor: “I really enjoyed the story and the way you executed it. I have been going to PVR once or twice a year for the last eight years and I feel your essay really captured its alluring essence. Hope to get to work together again soon. Please consider pitching more.”
Web Content | Nicole Arrindell
Career & Leadership
Read copy here. Wrote an About Me page true to the client's voice while motivating the reader to take action. Collaborated a second time to write another webpage for this WOC-owned leadership consulting/coaching business.
Feedback from the client: "I highly recommend April for several reasons: she has great copy writing skills, she is a good listener, she can adhere to the project deadline, she is professional, and she can elevate your content into something engaging! I enjoyed working with April on a previous project and decided to rehire her for this project. As my business grows, I would definitely want to have April work with me again on future projects.” View the original five-star review here.
Web Content | California State University
Higher Education
Led a series of website redesigns for a 14-department division—a complete content overhaul and migration to Drupal content management system.
Implemented the use of heat maps, focus group feedback, and analytics to drive data-backed web content and in-app copy that better positioned services and facilitated easy access for the end user.
Followed AP Style in writing, editing, and proofreading ADA-accessible content for online platforms, including student portals, apps, and federally regulated websites.
Advised on layout and user flow after considering the information architecture of every page. Additionally provided marketing copy for print brochures, catalogs, and video scripts.
Long-Form Sell Page | BODi
Beauty
See image for copy. Wrote all sell page copy for the successful launch of a collagen skincare supplement. Incorporated SEO keywords and scientific benefits throughout the page while meeting regulatory requirements, resulting in high web traffic and click-throughs.
Experience writing and editing in the following categories:
Health, fitness, nutrition, and wellness
Higher education
Cultural arts
Beauty
Food and beverage
Multicultural audiences
ABOUT YOU