Copywriting
I create tone of voice definitions, style guides, and copy for websites, landing pages, scripts, emails, and other digital experiences.
In these projects, I collaborated closely with copywriters, UX and UI Designers, Engineers, and Product Managers to ensure consistency and impact across every touchpoint.
Much of my work is protected by NDA, but feel free to get in touch to learn more about my experience across different business areas.
You can also explore my work in Interface Content and Information Architecture.
TECHNOLOGY & PUBLIC ADMINISTRATION
Landing pages
Challenge
CEF Digital, a European Commission initiative, needed a way to present a highly technical product to both decision-makers and a broader general audience. The challenge was to communicate complex benefits in a clear, accessible way without losing essential detail.
Approach
We designed a series of landing pages built around short, easy-to-understand content blocks that conveyed the core message quickly. For users who required more depth, we provided downloadable step-by-step resources with detailed technical information.
Outcome
The landing pages made complex concepts accessible to non-technical audiences while ensuring experts still had access to the information they needed, increasing engagement across diverse user groups.
BANKING
Product portal for B2B and B2C
Challenge
Edenred, a global digital platform for services and payments with 50 million users in 45 countries, needed a website for the Portuguese market. The challenge was to create a single portal that addressed the very different needs of three audiences: companies (HR decision-makers), merchants, and end users.
Approach
We designed a website that spoke directly to each audience. Dedicated landing pages explained benefits for companies (cost savings, employee motivation) and merchants (advantages of joining Edenred’s network), while end users discovered how to use the products and associated apps. Interactive tools, such as simulators, were added to provide a personalized experience.
Outcome
The new portal delivered a clear and functional experience for all three audiences, strengthening Edenred’s value proposition and improving engagement across its B2B and B2C ecosystems.
TRAVEL & TOURISM
Airline website
Challenge
TAP’s website is the primary touchpoint for customers of all ages and levels of digital literacy. The challenge was to ensure essential information was clear and easy to find, while also supporting flight bookings and broader user needs. SEO was another key concern, as many users arrived via search engines.
Approach
We redesigned the website content to prioritize clarity and accessibility. Vital details such as baggage allowance were placed directly on landing pages, removing unnecessary navigation steps. Throughout the journey — before and after the flight — we applied positive, supportive language to build trust and reduce friction.
Outcome
The updated website improved usability and discoverability, helping users quickly find essential information, boosting confidence during booking, and supporting SEO performance to attract more traffic.
ENERGY
Story-driven Landing Pages
Challenge
GALP, one of Portugal’s leading energy providers with operations in 10 countries, wanted landing pages that went beyond simple navigation. The challenge was to communicate corporate values — such as sustainability — in a way that inspired users, whether they were potential employees, investors, or the general public.
Approach
We designed landing pages as narratives, combining data, history, and emotion into cohesive stories. Instead of functioning only as gateways to more detailed content, each page provided an engaging overview that reflected GALP’s identity and values.
Outcome
The story-driven approach made GALP’s landing pages more inspiring and relatable, strengthening emotional connection with users and encouraging them to engage with — and share — the brand’s values.
TECHNOLOGY & PUBLIC ADMINISTRATION
Video scripts
Challenge
CEF Digital, a European Commission initiative, needed to promote its digital building blocks — technologies designed to create a more connected EU. The challenge was to explain complex technical solutions in a way that resonated with both decision makers and the general public, many of whom had limited technical knowledge.
Approach
We developed motion video scripts built around relatable, real-life situations. By grounding explanations in everyday use cases, the scripts conveyed how digital building blocks could improve connectivity across the EU in a clear, engaging, and accessible way.
Outcome
The videos successfully demystified complex technology, helping users understand the tangible benefits of building blocks and increasing awareness and adoption among diverse audiences.
SPORTS
Functional football website
Challenge
The Portuguese Football Federation needed an official website where fans could easily access information about players, matches, results, and news. The challenge was to balance short, factual copy with inspiring content that reflected the passion of football lovers.
Approach
We designed a functional and engaging website experience that combined real-time match results, detailed player profiles, and up-to-date news. Copy was crafted to be concise and informative, while also capturing the excitement and emotion that fans feel for their teams and players.
Outcome
The new website became a go-to hub for football fans, offering timely and reliable information while also strengthening the emotional connection between supporters, players, and the national sport.
See my work in interface and information architecture.
Hi! I'm Marisa. 