Digital / Web
Mercedes-BenzVans & the Digital Experience
Lead writer for the Mercedes-Benz Vans web presence, writing for business owners and adventurers who needed reliability and utility, not a luxury showroom pitch. I kept the copy fresh and the site interaction up under constant analytics-driven optimization.
Role
Lead Writer, Mercedes-Benz Vans
Client
Mercedes-Benz USA
Discipline
Digital / Web
Writing for business owners, not showroom browsers
Mercedes-Benz Vans customers were florists, contractors, caterers, shuttle operators. They bought on reliability, utility, and value. The Mercedes name carried weight for quality, but walking into a high-end luxury showroom was actually a pain point, not a perk. The copy needed to speak their language: practical, grounded, the way you'd talk to someone running a business.
The Vans homepage: data-driven experience built for business owners, not showroom browsers.
Built for the people who build things
I wrote the Vans web experience to match how these buyers actually think: what does this van do for my business, and how fast can I get one? The tone was confident and practical. No luxury-brochure language, no prestige play. Just clear, useful copy that respected the buyer's time and connected them to the right van, the right specs, and real inventory.
The Van for Your Life
I was lead writer for the Mercedes-Benz Vans web presence, writing for two very different buyers at once: businesses outfitting fleets and adventurers building out Sprinters. Under constant change and precision analytics, my job was keeping the copy fresh and the site interaction up, while fostering the kind of warm client relationships that make iteration fast.
The program worked: within seven months of launch, the new experience drove a 117% increase in annual visits and 150% more leads from the site, and the broader Mercedes-Benz digital experience climbed to the top of J.D. Power's automotive site rankings.
Built for you. The new Sprinter.
For the new Sprinter's 2018-19 relaunch, we built the homepage around a persona-driven copy platform: Built for Florists. Bakers. Electricians. Caterers. Adventurers. General Contractors. Built for you. A slot-machine interaction (with a start button modeled on the Sprinter's own ignition) flipped through fifteen kinds of owners, each telling their story in their own first-person voice: “If I built a van...”
The rotation was the point. Vans had always been sold to one kind of buyer, the guy in the hard hat. By giving florists, bakers, and weekend adventurers the same hero treatment as contractors, the Sprinter belonged to everyone who would build a life around it. Visitors didn't skim one message, they played through many.
The right words, for the right buyer, at the right time.
700%
increase in clickthrough and engagement to interior pages after the Sprinter relaunch
#1
J.D. Power automotive-site ranking for the Mercedes-Benz digital experience
40%
increase in time spent on the page
Lead writer, analytics in hand
I wrote and continuously optimized the Vans web experience, adjusting copy against precision analytics while keeping the tone practical, confident, and grounded in how real buyers actually use these vehicles.
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