Block Web Refresh

As Block Renovation evolved from a full-service renovation platform into a renovation marketplace, homeowners became confused about what the company offered and how it worked. I led updates to the brand’s messaging and web experience, partnering with product and sales to clarify Block’s value proposition across the site. I owned the homepage strategy, content prioritization, landing pages, and collaborated closely on sign-up flows.

The refresh balanced conversion optimization with educational and inspirational content to guide homeowners through a long consideration cycle. We increased engagement, improved project intake completion, and brought more qualified, higher-intent users into the funnel.