Performance creative for the home service industry.
Leaf Home
Turn home-service creative into measurable growth.
Leaf Home operates a portfolio of home-improvement brands serving homeowners across multiple categories and stages of homeownership. Home services creative has a unique job to do. The customer isn't impulse-buying a product—they're deciding whether a problem is serious enough to solve, whether they trust someone to enter their home, and whether the investment feels worth making.
That means the creative has to make the problem immediately recognizable, communicate the value quickly and create enough trust to move someone toward the next step.
As Senior Art Director at Converge, I've worked across the Leaf Home portfolio from acquisition-focused landing pages and paid media to video, email and campaign creative, using performance data to inform how the work evolves.
Art direction · Performance creative · Landing pages · Paid social · Video · Email · Conversion optimization
LEAFFILTER
Build a landing page that converts.
When I began working on LeafFilter, one of my first projects was rethinking a white-label lead-generation landing page designed to do one thing exceptionally well: convert traffic into qualified leads.
Using the StoryBrand framework, I structured the experience around the homeowner's problem and the action we wanted them to take—clarifying the message, simplifying the hierarchy, reducing friction and creating a clear path toward conversion.
THE RESULT
4x
Higher conversion performance than any previous page within its first two weeks.
That landing page was one piece of a much larger performance ecosystem.
Across LeafFilter, my work spans paid media, email, print, and ongoing creative optimization—using what I learn from performance to continuously refine the next iteration.
LeafFilter + Converge Performance Results15x
Increase in sales
200+
Additional leads
+20%
Sales dollars
+17%
Marketing efficiency
+12%
Qualified inbound calls
LEAF HOME WATER SOLUTIONS
Water quality isn't always a problem homeowners can see.
For Leaf Home Water Solutions, I developed paid social creative across static and video designed to make an invisible concern tangible—from what's actually in household water to the effects homeowners notice through taste, smell, buildup and everyday use.
The work translated technical product benefits into simple, visual stories built to stop the scroll and make homeowners curious about what's coming through their tap.
BEST PERFORMING VIDEO
LEAF HOME // STAIRLIFT
So seniors can be independent in the home they love.
For stair lifts, the challenge wasn't simply selling a home improvement. It was communicating independence, safety and the ability to remain at home without making the customer feel old, incapable or afraid.
I helped develop creative across paid media and email that balanced a clear product benefit with a more human understanding of what mobility means—to both the person using the stair lift and the family members helping make the decision.
Make the decision easier.
Home-services marketing works when creative helps homeowners quickly understand three things: the problem, why it matters and what to do next.
Working across the Leaf Home portfolio has taught me how to translate complex products, high-consideration purchases and very different homeowner needs into creative designed not only to earn attention—but to move someone closer to action.