Toile Blanche is a family-run boutique hotel created by the Leroy brothers, offering a unique blend of rustic luxury, contemporary art, and Provençal charm in Saint-Paul-de-Vence, France. The hotel approached me to review and rewrite the website's content to better reflect the brand's distinctive positioning and elevate the digital guest experience. Beyond copywriting, the project involved assessing the site's information architecture, content hierarchy, and user journey to identify opportunities for improved usability and conversion.

It included reorganising page content to surface room categories before secondary information, introducing clearer section headings to improve content scanning. recommending stronger booking CTAs at key decision points and reducing repetitive luxury language in favour of more specific, sensory descriptions.