Zero to Page 1 for a homeware brand
BACKGROUND This project was for a client in the sustainable homeware space with almost no organic search presence. The goal was to identify a single content opportunity in the sustainable living category, produce one piece against it, and establish a replicable model for ranking new content on a domain with limited existing authority. I selected […]
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Consolidation for a D2C food subscription brand
BACKGROUND This project was for a client in the D2C food subscription space. The goal was to resolve a content canniibalization problem where two thin blog posts on related topics were competing against each other and producing less combined traffic than a single well-optimized piece would generate. I diagnosed the problem using GSC data showing […]
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Page 2 to Page 1 for an HR software
BACKGROUND This project was for a client in the HR software space. The goal was to move an underperforming page from position 16 to a top-five ranking for a commercially relevant keyword with 2,400 monthly UK searches. I started with a structured competitive gap analysis comparing the existing page against the top 10 results across […]
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Content calendar keyword map for a gardening app
BACKGROUND This project was for a client in the organic gardening app space. The goal was to map a full quarter of content to a systematic four-cluster keyword strategy that built from awareness through to conversion across 12 weeks. I mapped 26 pieces of content across four clusters: growing guides as the traffic engine, garden […]
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Cannibalisation map for a project delivery platform
BACKGROUND This project was for a client in the B2B project delivery software space. The goal was to identify where pages on the same domain were competing against each other in search results, diagnose the severity of each conflict, and prescribe the correct resolution for each cluster. I identified nine cannibalization clusters through a systematic […]
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Website keyword map for a D2C beauty brand
BACKGROUND This project was for a client in the DTC beauty space. The goal was to support a website restructure consolidating three separate stores into one domain by assigning keyword targets to every core page in the new information architecture before a single URL went live. I mapped 42 pages across six site sections, assigning […]
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UI, product copy for B2B legal tech SaaS
BACKGROUND This project was a B2B legal tech SaaS company. The goal was to show product copywriting range and the ability to write functional copy that still carries the brand voice. I did it by writing onboarding flows, empty states, error messages, and confirmation copy across the product. The result was a UI copy suite […]
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Microcopy set for DTC supplements company
BACKGROUND This project was for a DTC functional supplements brand. The goal was to show that brand voice doesn’t only live on the high-traffic pages. I did it by writing a microcopy set covering the 404 page, cookie consent, email confirmation, and out-of-stock messaging. The result was a cohesive set of small-moment copy that holds […]
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Copy refresh for residential architecture practice
BACKGROUND This project was for a residential architecture practice. The goal was to realign their copy with what clients actually valued about working with them, after their original launch copy leaned too heavily on credentials and formal language. I did it by conducting a full copy refresh with before/after comparisons and a strategic rationale for […]
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Product, service page for B2B legal tech SaaS
BACKGROUND This project was for a B2B legal tech SaaS company. The goal was to make a genuinely complex offering, combining contract lifecycle management with AI-assisted contract review, clear and compelling to a skeptical professional audience. I did it by writing a single product page that stripped back the technical complexity without dumbing it down, […]
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