For a new agency law firm client, I introduced composable content strategies to make content production more efficient and effective. I conducted a competitor analysis, identifying gaps and opportunities where the particular firm could add value. I created the strategy base off of this. After that, I dove into learning Contently tools .

For one agency startup client, I was tasked with writing the web copy for the company’s new site. It was a new industry to myself and the team, (digital end-to-end lending), so I had to quickly assess the competitive landscape, create a competitor matrix, learn the lingo, identify customer pain points and prepare briefs for the team to manage the account. In the end, I wrote the final copy in a collaborative process with the CEO. They won an award soon after — I can’t say it was because of the copy, but they didn’t win before the site was live! ;)

At the agency, I regularly wrote email automation flow copy such as welcome flows, abandoned cart flows, promotions and more. I also worked in collaboration with a coworker to create an inventory of the highest-converting email subject lines for a national mattress brand client. I would create a list of theme-based subject lines based on past performance data for upcoming campaigns.

In my role at the agency, I regularly wrote social media copy for LinkedIn, Facebook, Instagram and Pinterest for a national mattress brand, education-focused vending company, autism service company and more. Though I don’t love doing social media copy, it was a good exercise in creativity. I found about 500 ways to talk about a mattress!

One retail consulting company required a copy audit and refresh. The brand voice was quirky and incorporated puns, so I worked hard to read company documents and more to assess the type of humor that would match. It was a challenge to reduce complex, jargon-filled topics to quippy statements, but the end result created a more accessible and fun invitation to potential customers.

This is content writing not copywriting, but at the agency, I would regularly edit about 20-30 SEO AI-generated articles at a time for one client. I developed an efficient system for formatting and editing AI articles.

At the agency, I wrote many landing pages, but one stands out. For the mattress brand, I did a deep dive into customer insights to create a back pain-focused landing page. I combed Reddit threads, read and categorized customer review data and more to understand every pain point possible related to our target demographic. I wrote the landing page and I didn’t have access to the data, but it was considered a sales success over the next few months.

This freelance web copy project was unique in that I refined the brand language. I discovered the family roots within the origin story from discussions with the client, and incorporated this throughout. Using the brand guidelines already in place, I designed the and built the site on square space, in addition to writing all of the copy.

After working on so many projects where I helped refine brand language, I created a branding worksheet for use with smaller companies. This messaging document helped me refine my process and specific elements of the brand language that would help make writing something like web copy simpler. I tested it out on a freelance client working from scratch and it made the coversation much more clear.