Pinterest Academy Hompage
The homepage that turned advertisers
into experts
Pinterest Academy is Pinterest's advertiser education platform—the place where enterprise brands, agency media buyers, and SMBs learn to use Pinterest effectively. Certification, courses, trend insights, best practices. Everything a brand needs to go from curious to confident on the platform.
The homepage wasn't doing its job.
It was trying to speak to everyone and landing with no one. Enterprise advertisers felt like the platform didn't understand their complexity. SMBs couldn't find where to start. The navigation wasn't structured around how different audiences think about their own needs—it was structured around how Pinterest thought about its own content. Those aren't the same thing.
My job was to redesign the homepage from scratch—copy, content hierarchy, navigation, and the strategic logic underneath all of it.
The brief
Pinterest's advertiser audience is not one audience. It's three, each with a fundamentally different relationship to the platform:
Enterprise brand marketers who need proof of ROI and strategic frameworks they can take into executive presentations.
Agency media buyers who need speed, efficiency, and content they can action immediately for multiple clients at once.
Small business owners who need clarity, confidence, and a place to start that doesn't feel overwhelming.
One homepage. Three distinct people. Each one needed to feel seen without the others feeling excluded. That's an information architecture problem before it's a copy problem—and solving the architecture was the prerequisite to writing a single word.
The challenge
I started with audience mapping—defining each persona's entry point, their primary pain, their definition of success on the platform, and the language they use to describe their own work. Not Pinterest's language. Theirs.
From that mapping I defined the content hierarchy: what belongs above the fold, what earns a deeper section, what should be surfaced immediately for each audience type and what should live further down the page.
Then I restructured the navigation—reordering, renaming, and in some cases creating new pathways to ensure each visitor could orient themselves within seconds of landing.
Only then did I write the copy.
The challenge in the writing was tonal range within a single voice. Enterprise copy needs to feel authoritative and specific. SMB copy needs to feel warm and accessible. Agency copy needs to feel efficient and credible. None of those registers can feel like a gear shift—they all have to feel like the same brand speaking to different people in the language those people actually use.
The most tangible expression of that work was the learning paths—a section of the homepage that gave each visitor a curated, step-by-step journey mapped to their specific goal. Not their job title. Not the size of their organization. Their goal. Whether they wanted to master targeting, unlock Pinterest's shopping capabilities, build a measurement strategy, or leverage AI optimization and automation—there was a path for that, sequenced and written so they could land, orient, and start moving within seconds. No scrolling. No searching. No figuring out where they fit. Just the next right step.
That's the difference between a platform that has content and a platform that guides you through it.
The result was a homepage that didn't just describe Pinterest Academy. It demonstrated it—by immediately showing each visitor that the platform understood exactly who they were and what they needed.
The work
170% growth in user base YoY
140% increase in badges earned YoY
Won Intellum's 2025 Growth Makers Award—alongside Meta and Atlassian—for driving measurable business impact through education
Visit Pinterest Academy →
140% increase in badges earned YoY
Won Intellum's 2025 Growth Makers Award—alongside Meta and Atlassian—for driving measurable business impact through education
Visit Pinterest Academy →
The results
Information architecture is a content strategy problem. The structure and the copy aren't separate decisions—they're the same decision made at different levels of resolution.
When you get the architecture right, every visitor knows immediately where they are, who this is for, and what to do next. The copy doesn't have to work as hard because the structure is already doing the heavy lifting.
That's the work I find most undervalued and most impactful. Anyone can write a homepage. Not everyone can "design" one.
The takeaway
I help you build your brand so you can build the future
