Varraco Coffee Website Restructure

Varraco Roasters is a small D2C coffee brand based in California. Varraco reached out to me to better help communicate the language of their product, roasted coffee. They initially went with a marketing agency to put together a website. However, the agency spent more time on the visual design and less on the copy, which ended up being a lot of generic language that they took from other websites with similar products. I reorganized the flow and direction of the website, from restructuring the order of items on the landing page to changing the microcopy of buttons, added new pages, and created brand-new copy for the brand in a consistent tone that was also optimized for SEO keywords.