Whistle website redesign
Role: Copywriter
Whistle was a pet health monitor and GPS monitor (it has since been acquired by Tractive). As the primary copywriter for Whistle from 2021–2023, I led the messaging strategy and copy for a full website redesign—defining content hierarchy, refining brand positioning to better differentiate Whistle's health-monitoring features, and collaborating closely with UX designers to align copy with user flows. The overhaul brought consistency across the full product line, introduced dedicated B2B pages, and sharpened how Whistle communicated value to first-time visitors.
An intuitive, interactive thread was added to the new homepage to inspire users to continue further down the page to quickly learn more about key product features and how Whistle works.
We included relevant pet statistics like “1 in 3 pets go missing” and “95% of pets are overweight” for immediate perspective on how the product is useful to the average pet parent.
A dedicated app page clearly and succinctly highlights Whistle’s core health and safety features, offering users a glimpse of what they can expect—and why it’s useful.
With three smart devices to choose from, the redesign focused on helping users better understand which device would be best for their pet. A new lineup at the top of the homepage immediately differentiates the devices for new users and a dedicated comparison chart makes the offerings of each device clear for those looking to dive in deeper.
New B2B pages were created to help support Whistles expanded businesses in that sector, specifically messaging the devices to veterinarians, animal welfare professionals and businesses who could potentially offer Whistle as a perk to their employees.