Website Management
Writing That Guides, Converts, and Feels Human
My background in journalism and digital communications gives me a unique strength in writing both strategic website copy and functional UX microcopy. Whether I'm crafting a homepage, structuring a product page, scripting an onboarding flow, or editing a guide, I approach every word as part of a user journey, combining empathy, clarity, and storytelling.
From high-impact headlines to the tiny details on a button, I believe every word shapes user experience and brand perception.
What I Do
Website Copywriting That Converts
Website copy is often the first impression of a brand, and I make sure it's the right one. I write copy that's clear, engaging, and conversion-focused, guiding visitors from curiosity to action. I've worked on full website copy refreshes, landing pages, service pages, product descriptions, and CTAs, ensuring content flows logically and supports user behaviour. My goal is to tell the brand story while removing friction. I ensure that users know who you are, what you offer, why it matters, and what they should do next.
UX and Microcopy That Feels Effortless
Im confident in UX writing and microcopy, this includes button labels, error messages, menu items, onboarding steps, tooltips, and guidance text. My UX copy is based on three principles: clarity, brevity, and context. Whether rewriting confusing menu items or crafting conversational onboarding flows, I create microcopy that reduces friction and builds trust.
Editorial Writing With Structure and Empathy
My editorial background gives me an edge in long-form content. I've written blog posts, guides, and interviews with a strong focus on clarity, structure, and brand tone. I adapt tone for different audiences while ensuring consistency across platforms. This editorial strength allows me to connect the dots across your blog, website, app, and emails, creating one coherent, trustworthy brand voice.
Tone of Voice and Consistency
I'm deeply committed to tone of voice. I adjust messaging based on platform, context, and audience. Whether your brand is friendly, formal, witty, or minimalis. I build systems for tone and style that teams can scale, including tone of voice guidelines when needed.
Case Study: Website Restructure – Jobago
The Challenge
Jobago's original website was a single-page sales brochure trying to do too much (see PDF below), with no clear path forward. Powerful copy was buried, calls to action were unclear, and search engines couldn't properly index the content. The site needed a structure that would serve distinct audiences, rank for relevant keywords, and showcase their innovative AI outplacement platform.
The Strategy: Five Definitive SEO Pillars
I developed a comprehensive restructuring plan based on five pillars: Affordable Outplacement for value-driven solutions, Modern and AI-Powered for technology differentiation, Employer Brand and Employee Support for reputation protection, Crisis Resources for practical tools, and Provider Comparisons for transparent vendor evaluation. Using these pillars as foundation, I redesigned the entire information architecture.
The Execution
I led a complete restructuring of the website, transforming it into a fully organised platform with distinct sections for Why Us, Solutions, Platform, and Insights. Within Solutions, I developed three dedicated pages tailored to Companies, Financial Institutions, and Job Centers and Government, each speaking directly to that audience's unique needs and pain points.
I created a streamlined homepage that introduces Jobago's value and directs visitors to their relevant path through Who We Serve cards, key benefits, and clear calls to action. I wrote a dedicated Jobago App page showcasing the platform's features: the AI resume builder delivering thirty percent higher interview rates, curated jobs through smart matching, a twenty-four seven career coach with professional branding and career development tools, and smart trackers for organisation and focus.
I organised three pages under Why Us to build authority: Why Outplacement with market education and statistics, Why Jobago with technology differentiators, and Testimonials with social proof. I built gateway pages with short introductions that guide users to deeper content, and I optimised every page with proper heading structure, meta descriptions, and strategic keyword placement aligned with the five SEO pillars.
Throughout the project, I applied UX writing principles to create microcopy that helps users complete tasks and feel confident. Button labels use action-oriented language, menu items reflect how users think about content, and feature descriptions focus on benefits rather than functions. The result is a website where every word contributes to a cohesive, trustworthy brand experience.
My editorial background shaped the long-form content across the site, combining statistics with narrative to make the business case for outplacement while acknowledging the human reality of job loss. The tone adapts to context but remains consistently confident, empathetic, and human-centric, creating a unified brand experience that builds trust at every touchpoint.
The Results
The new website finally works as hard as Jobago's platform. Users now find exactly what they need through clear pathways and intuitive navigation. Search engines understand the content hierarchy, with pages ranking for targeted keywords including AI outplacement, outplacement for companies, and employer brand protection. The brand's voice now comes through consistently on every page.
Before the restructure, the site was a single page with poor SEO, confused visitors, and buried content. After, it became more than ten organised pages with clear hierarchy, audience-specific messaging, and a complete SEO foundation. Target audiences expanded from one-size-fits-all to three dedicated audience pages. The user journey transformed from unclear to clear paths with strategic calls to action. Key messaging moved from buried to featured throughout the site.
Skills Demonstrated
Information architecture, SEO strategy and keyword research, UX copywriting and microcopy, content restructuring, audience segmentation, meta description optimisation, competitor analysis, editorial writing, tone of voice development.
This case study demonstrates how strategic thinking, audience focus, and thoughtful writing can transform a struggling website into a powerful marketing asset. The new Jobago website now serves each audience effectively while positioning the brand as a leader in AI-powered outplacement, with every word guiding, converting, and feeling human.