Orchard | Brand Repositioning

The homepage wasn’t doing enough work. People were landing on it and not immediately understanding what Orchard was or how the model actually worked, especially the blend of brokerage + tech-enabled services. That confusion showed up in drop-off and uneven performance.

I led the rewrite of the homepage strategy and structure with marketing and product marketing, focusing on simplifying the story and tightening the conversion flow. Instead of treating it as a brand storytelling page, I rebuilt it around how people actually make decisions when buying or selling a home—fast clarity, trust signals, and proof.

I also turned it into a more modular system so the messaging structure could extend across landing pages and campaign work, not just live on the homepage.

Outcome: ~20% increase in customer intake conversion and more consistent performance from paid traffic due to clearer message alignment.