Project: Campaign and Vertical Landing Pages / Role: Copywriter
Tractor Supply Company (TSC) is the largest rural lifestyle retailer in the United States, and for over 80 years has provided essential farm and lifestyle products for recreational farmers, ranchers, and all who enjoy “Life Out Here.” Tractor Supply is a Fortune 500 company with over 1,800 stores in 49 states.
During my time as a copywriter for TSC, one ongoing responsibility was to write copy for new landing pages and refresh existing copy for a number of seasonal and vertical pages. This included hero copy as well as copy for section headers and banners.
Chick Days is one of Tractor Supply’s most successful annual in-store and online events. Every two years, the campaign goes through a top-to-bottom design refresh — in 2019 I was tasked with reworking the landing page copy to help message an event that was as fun and enjoyable as it was critical to driving sales, and in 2021 I was tasked with reworking the copy to fit a more modern look. While Tractor Supply prides itself on being an industry leader in backyard chicken keeping, they want Chick Days to still feel inclusive and family-friendly. The results of both years were playful yet informative landing pages that performed extremely well.
TSC requested a top-to-bottom refresh of their New Puppy Landing Page. Their direction for copy was to ensure the page maintained a neighborly tone while also properly messaging their wide selection of pet essentials and their expertise on the subject of puppies. I wrote new copy for the landing page’s hero, intro section, section headers, and banners.
Spring Outdoor Power
Tractor Supply requested a spring refresh of their outdoor power equipment landing page for 2021, with messaging that felt powerful and helpful, yet still aligned with their brand’s neighborly tone of voice.
TSC prides itself on being the destination for horse and livestock show supplies. In 2020 they requested an overhaul of their popular Show Supplies landing page, including new copy for the page’s hero, intro section, section headers, and banners.
For 12 days in December, Tractor Supply releases limited-time daily deals in stores and online. In 2020, they wanted to rebrand this event from a generic “Daily Deals” theme to one that is more own-able by their brand. I worked on a list of name options and landed on December DEALights. With this theme in mind, I also wrote copy elements for the event’s seasonal landing page.