Product Detail Page

Stephen Meisel

Retail Credit Card Landing Page

The Challenge

A leading national retailer was preparing to launch two co-branded credit cards as part of a new partnership with a major financial institution. This was a first-time offering—there was no existing PDP to work from, and no precedent internally for how the product should be communicated.

My role was to create the content strategy and UX writing for the page from the ground up, ensuring that new customers could clearly understand the rewards program, compare card options, and apply with confidence—all while meeting strict financial compliance requirements.

My Role

As both content strategist and UX writer, I was responsible for:

  • Establishing content architecture from scratch
  • Defining messaging hierarchy and page flow
  • Writing all user-facing copy (from headers to FAQs)
  • Aligning with product, design, legal, and SEO teams across launch

The Process

Ground-Up Strategy

  • Collaborated with stakeholders across product, marketing, and compliance to understand key features, reward mechanics, and legal must-haves
  • Conducted competitor and UX research to benchmark best practices for financial PDPs
  • Designed a narrative structure that prioritized user clarity over promotional clutter

Page Architecture & Copywriting

  • Developed a modular layout that introduced the cards, explained point systems, and highlighted application benefits
  • Wrote and structured:
    • Reward tier explanations (Silver, Gold, Platinum)
    • Card comparison table
    • Calls to action (“Apply Now”, “Compare Cards”)
    • Fine print and disclaimers in plain language
    • FAQs for onboarding transparency and SEO

Cross-Functional Collaboration

  • Worked closely with design to build wireframes that supported visual clarity and accessibility
  • Worked with product owners and stakeholders to align with messaging and value propositions
  • Partnered with legal for compliance reviews, implementing the proper disclosures, ensuring that all claims and language would be relevant and up-to-date upon launch, and made revisions on regulated financial copy
  • Implemented SEO-informed headings and metadata to support discoverability

Outcome

  • The page launched successfully as the central digital asset for the credit card program
  • Enabled a unified launch across web, app, and in-store messaging
  • Within 8 weeks:
    • Application engagement exceeded forecast by 17%
    • Average session duration on the page increased 28% vs benchmark product pages
    • Content framework was adopted for future product launches

Takeaway

This wasn’t a refresh or optimization—it was an original build for a first-time product launch. I helped shape how the product would be understood from day one, balancing clarity, structure, and compliance. My work ensured that the new credit card offering had a foundation of trust, transparency, and usability at launch.