Why Choose Vanguard

When Vanguard began its years-long effort to overhaul its website, I was fortunate to write and lead the content strategy for multiple experiences within the site ecosystem. And the one I’m most proud of is the “Why Choose Vanguard” page.

It was an exciting opportunity to tell a story for users about why Vanguard is a great place to invest. My approach was to develop a strategy and write copy that differentiates Vanguard in the investment industry. So I focused on their strong mission, unique corporate structure, trailblazing founder, proven investment philosophy, and enthusiastic advocates.

The page is consistently one of the best performers on the site and contributed to a 9% increase in new account openings after its launch in 2023.