Work for Toast
Chances are, you’ve interacted with Toast while dining at or ordering from many of your favorite restaurants. As of 2024, it’s the point of sale system of choice for 100,000+ restaurants, and likely the fastest growing player in the space.
They’re doing it while competing with both entrenched legacy systems and modern but non-restaurant-specific alternatives like Square and Clover. As a copywriter, my challenge was to bring out how Toast uniquely understands the challenges and pains of restaurant operators in a way those competitors don’t.
“From day one, Will has has been fantastic to work with. He easily matched our communication styles, and has been very proactive in reaching out to internal and external stakeholders with little oversight necessary, making the management of his projects very hands-off. His quick understanding of our product, customers, and brand made him feel like a natural extension of our team.
“Will's recommendations have pushed us to reconsider our CTA and messaging strategies across the board. The copy and content strategy work he's done for us have increased conversion rates on many of our pages, including our homepage (6% improvement) and persona and product pages (5-10% improvements).
“Hiring him was one of the best things we've done for CRO on our website in the past few years!”
Kate Gregorio, Director of Digital Design
Toast Cafe/Bakery Page
Restaurants come in many shapes and sizes, and Toast caters to many of them — from fine dining to casual coffee shops. Naturally, each type of customer has its own set of needs and challenges. That’s where Toast’s “Restaurant Type” pages come in. Each one speaks to a specific type of customer to illustrate how Toast can meet their unique needs.
I worked with Toast’s design and marketing teams to optimize eight of these pages, from new copy to new design layouts, resulting in 5-10% improvements in demo requests. The page below is targeted at cafes and bakeries.
Toast Loyalty Product Page
This product page was part of a broader redesign / rewrite of several key product pages. I conducted interviews with Toast customers to dig deeper into the problems Toast Loyalty helped them solve so we could touch on them throughout the page. Those pain points / benefits were then reinforced with contextual testimonials and an ROI calculator to prove the product’s value.
Toast Go Product Page
Through numerous interviews with customers and team members, I restructured and rewrote one of Toast’s key product pages, resulting in a significant lift in demo requests.
