WEBSITE PROGRAM PAGE REFRESH

  • Worked with the school’s program directors, the creative and web teams, and various departments to rewrite program pages. Focused on reorganizing the information in a fresh and thoughtful way that allowed potential students to immediately access information. Also focused on making the pages scannable and easily understandable.

Atlantic Institute of Aromatherapy's Blog

For the Atlantic Institute of Aromatherapy, it was important to pen blogs that carried weight and authority. The owner of the educational business, Sylla Shepherd-Hanger, is one of the most respected and long-lasting Aromatherapists in the industry, and her customers come to her because they trust her knowledge and expertise. Therefore, I worked closely with her to develop a blog that offered accurate, researched and sourced information. Then I integrated the blogs into our social media strategy, and used social media as our primary source of sharing.

It worked. Sylla’s blogs regularly receive thousands of hits. They remain accurate and timely, and when they are posted, they usually collect 50-100 shares with a reach in the thousands. They bolster engagement and encourage conversation within the comments, and receive an average of 20-50 comments per share.

Demonstrated Success:

  • We promoted a post that presented the top ten essential oil injuries of the year (caused by ill-advised application methods). Through the $70 promotion, the post achieved a reach of over 50,000, with 487 shares, 50 comments and over 200 likes. What's more, the link itself received almost 3,000 clicks—so we delivered thousands of leads to the website, which sells educational materials and offers registration for aromatherapy classes.

  • A blog titled “Mamas Don’t Let Your Babies Grow Up to Be Sensitized” received 97 shares with a reach of over 11,000 on its first share. Subsequent sharing still pulled in high numbers, both on Facebook and on Twitter. This reach is completely organic, without any promotional funding.

  • A blog and downloadable fact-sheet about using essential oils during pregnancy and birth received 126 shares with a reach of almost 8,000. This led to 249 leads landing directly on the webpage and hundreds of downloads, which had the dual-function of providing consumers with safety information (Sylla’s passion) and establishing the Atlantic Institute as a professional authority.

All Access Vapor's Rock Star Blog

I started with All Access Vapor just as they opened their first independent personal vaporizer store. I suggested starting a blog to establish All Access Vapor as experts in the field. Together we came up with a voice—casual and leaning toward masculine, since vaping skews toward a male-driven audience, but accessible enough to be read by anyone. We especially wanted to establish a voice that wasn’t too technical, so beginners didn’t feel alienated or overwhelmed.

I penned useful and well-written blog posts that added to All Access Vapor's reputation as industry experts. This required researching the ever-changing e-cigarette industry to write about topics relevant to customers. Using this strategy, I built an online blog presence and linked it to All Access Vapor's web and social media presence. These three aspects interconnected to form a cohesive web strategy.

I also studied Wordpress analytics to understand which topics performed well, and which social media networks provided the best click-through rate. Through hyperlink and SEO strategies, I directed readers to other blog posts and to the company's website. Lastly I provided or requested polished and professional images that encouraged readers to engage with the information.

Demonstrated success

I wrote a timely article about e-juice makers poaching artwork from established, popular brands to increase sales. This post received over 1,200 views in 24 hours, and over 3,000 during its lifetime. The majority of views came from Facebook, specifically from sharing to local Vapor groups. Therefore, this blog contributed to the reputation of All Access Vapor as a reputable, knowledgeable and ethical company in the Tampa Bay/Lutz area.

The Fred Group Website and Blog

As the lead copywriter for The Fred Group, I provided content for the company website and blog. We designed the voice to be friendly yet professional, and to show the unique personality of The Fred Group.

For the blog, I interviewed multiple business owners to showcase their brand—a strategic move that allowed me to speak with potential clients and make contacts within our target audience. I also brainstormed and pitched instructional blog ideas, which I then researched and wrote from start to finish.

For the website, I penned the landing copy and the Client Case Studies, and I worked with employees to create interesting individual biographies.

Book Building Pros, Website Content and Logo Design

Book Building Pros is a new venture by Free Expressions Seminars and Literary Services. This sister company aims to help authors write business, instructional and nonfiction books. It allows Free Expressions to tap into a previously underutilized demographic—professionals looking to bolster their credibility and expertise by publishing nonfiction books—while offering essentially the same editing services.

I wrote the entirety of the copy for the Book Building Pros website, including the introduction, the biographies and the description of the services and pricing. I kept the tone of voice friendly and creative, with powerful language and metaphors to demonstrate the editors' skills.

I also collaborated with a graphic designer and my supervisor to create a logo that represented the overall theme and feel of Book Building Pros. We chose to incorporate a blueprint feel, to illustrate the way in which writing a book is like building a physical structure. The logo went through several iterations with many different changes until we landed on the one shown here. I communicated the changes to the graphic designer and kept track of the design schedule for the project. I also acted as a liaison between my supervisor and the graphic designer, ensuring that the former's specifications were communicated to the latter.

Other Websites: