I build businesses with words. Seasoned messaging strategist, UX problem-solver, and copywriter with deep roots in the startup space (Root; Hippo; Clearcover; Sealed; Huckleberry, and others). Specializing in UX and communication solutions and messaging journeys for climate tech and insurance startups with fewer than 200 employees.
The Ultimate Guide to Heat Pumps
A 100%-clear explanation of a complex technology. Vaulted into Google's top spot for the desired search term!
Clearcover's Culture Page
An innovative approach to telling the culture story of a high-performance insurtech startup.
Root Insurance Front Page
The first few words of a website *need* to convert leads into customers. And they also need to get across the emotional touchpoint of a brand...in a few seconds. This rewrite of the website resulted in a statistically significant uptick in conversion (and it was a whole lot more inspiring).
The Tesla of HVAC—Why heat pumps are the most efficient HVAC on the market
Customer-facing content on a sustainable home heating and cooling option. Thought-leadership bent!
The Fair Insurance Manifesto
An integrated campaign with a manifesto and external media buys. I handled messaging and copy (and also consulted heavily on creative direction).
How small businesses survived 2020 (and what they expect from 2021)
A focused recap of the small business challenges of 2020, with an accompanying infographic.
How Root (Actually) Prices Car Insurance
This company was having trouble communicating its value propositions to potential customers. This article succinctly communicated why the company was such a great choice (and was a smashing SEO success).
How COVID-19 affected small businesses INFOGRAPHIC
An infographic that illustrates how small businesses weathered the events of 2020. (Also wrote the accompanying article).
New Entrepreneur? 5 Questions to Ask Yourself Before You Start A Business
Quality business content for a new brand looking to establish trust with its primary audience: small business owners.
"Starting a new business is exhilarating. But entrepreneurship is as challenging as it is exciting, and it’s important to do a reality check before you commit. Here are a few questions you should ask yourself before you launch your new business."
Meet the Fastest Claims in Car Insurance - Web Page
Web page to announce a major product iteration.
Here's how to start a restaurant (in 6 steps)
SEO-optimized, top-of-funnel article to build a relationship with customers before they need the offer.
How to get great Yelp, Facebook, and Google Reviews for your restaurant
This company wanted to reach out to small business owners by providing content that's genuinely useful (as well as tasty for Google!). I suggested addressing a specific demographic that's likely to be interested in the company's product: owners of small restaurants. This piece was born.
Here's Why Your Car Insurance Rate Changed
Problem: Customers were complaining about rate changes. Answer: Respond with honesty, empathy and...facts. (Who knew those worked!)
Want to form an LLC in California? Here’s how.
Finally ready to launch your LLC? Congrats. Here’s a checklist of what you’ll need to do to get your business in the books. (This article was part of an overarching strategy to provide clear, understandable instructions for people just getting into entrepreneurship.)
Trump May Be The End of the World as We Know It - But For Some Evangelicals, That's Just Fine
Has over 7,500 shares. Ready for the apocalypse to hurry up and get here? Trump is an excellent choice.