Work
A selection of my work across demand generation and organic growth channels, from search experience optimization (SEO, AEO, GEO, LLMs) to email nurtures, paid social, conversion copy, and video, for B2B SaaS brands like Homebase, Clio, and Rippling.
SEO/AEO Content
-
Foundational guides on everything from starting a business to navigating payroll and managing a team.
-
The essential Clio resource for law firm leaders, covering legal practice management, legal technology, strategy, marketing, law firm administration, and more.
-
The official Rippling blog: the best source of information for employee management tips, guidance, news and more across HR, IT, Finance, and Operations.
-
A pillar page anchoring a cluster of 11 supporting articles on legal technology, covering everything from what legal tech is and how to choose a provider, to practice management software, project management tools, and technology for paralegals.
I served as content strategist and editorial manager for the articles across this pillar, owning the content strategy, structure, and editorial direction, and guiding each piece from planning through publication.
This pillar page and its associated articles were built to help law firms navigate a crowded software market and make informed buying decisions. The cluster works as a connected resource that supports readers at each stage of evaluating and adopting legal technology.
-
Most clients now expect to pay by card, and many won't hire a firm that can't take one. This pillar page meets that reality head-on, organizing 9 supporting articles and guides into a path that runs from payment processing basics through choosing a legal-specific provider and getting more out of a payment system.
I led it as content strategist and editorial manager, setting the strategy and editorial direction, guiding a team of writers, and writing several of the pieces myself.
Because payments in a law firm run straight into trust accounting and IOLTA rules, the cluster does double duty: helping firms offer the convenience clients want, while keeping client funds handled the way the rules require.
Whitepapers + Guides
-
Starting a law firm used to mean a big lease, a support staff, and using up a pile of savings before you ever took on a client. That's changed, and this 10,000+ word guide walks new firm owners through what launching a modern practice takes, across five phases: business planning and financial foundations, legal setup, tech and operations, client acquisition, and the day-to-day work of practicing law.
I worked on this piece as content strategist, writer, and editor, and also wrote the landing page copy, including the intro and FAQ section.
Since it's written for a legal audience in a highly regulated space, it pairs practical guidance with the compliance and ethics considerations solo and small-firm lawyers care about most.
-
Trust accounting makes a lot of lawyers nervous, and for good reason — mishandling client funds is one of the fastest ways to end up in front of your state bar.
This ~2,250-word guide takes the intimidation out of the accounting process by walking lawyers through the fundamentals, three-way reconciliation, how to handle deposits, and disbursements; and reporting inside Clio, all while staying compliant with state and law society rules.
I worked on this piece as content strategist, writer, and editor, and also wrote the landing page copy for the gated download.
Since it's written for a legal audience in a highly regulated space, it keeps things clear and practical, pairing product guidance with the compliance and fiduciary duties that lawyers can be disbarred for getting wrong.
-
These days, people want to be able to pay online — that includes paying for legal services. This ~3,000-word guide takes that expectation and builds the full case around it, walking lawyers through why online payments matter, how they work, and what to look for in a provider, then closing with the compliance questions that make legal payments different from any other industry: PCI security, IOLTA rules, and the ethics of accepting credit cards.
I worked on this guide as content strategist, writer, and editor, and wrote the landing page copy for the gated download.
As this piece is written for a legal audience weighing a major operational decision, it stays practical throughout, pairing the client-experience upside with the trust-accounting guardrails that a law firm can't afford to get wrong.
Case Studies
+ Customer Stories
-
When the pandemic hit, this 25-year-old family produce business had to move its whole operation to the cloud, and fast. The story follows what happened next. It shows how a customer service team of just four keeps up using Dialpad, whether that's routing calls by department or leaning on a Google Workspace integration that saves their IT manager a solid 10 hours a week.
I built this case study from interview transcripts, pulling out the best quotes and numbers and shaping them into a story that ties each feature back to a business win.
-
Randstad is the world's largest talent company, with 50,000 employees across 700 locations. The problem? Every office ran its own phone system, and keeping all of that consistent had become a nightmare.
I wrote this enterprise story from interview transcripts, talking with the team behind Randstad's global voice migration to show how they moved onto a single AI-powered platform, trimmed candidate-screening time by 10%, and got ready for 150% user growth.
-
Dropped calls, days-long outages, a communications platform nobody could count on — that's where SpotOn started.
This customer story picks up after the switch to Dialpad, and it's built around a standout result: a BDR team that cut training time in half using AI transcriptions and Custom Moments.
Drawing on interview transcripts, I extracted the key quotes and metrics and turned them into a narrative connecting each tool, from live coaching to Salesforce logging to local presence, to the efficiency gains that made the team's day-to-day work easier.
Conversion Copy
-
This campaign landing page needed to consider current market conditions and sentiments, and communicate that Clio offers prospects an opportunity to have a better lifestyle, by being a part of that improved lifestyle.
Role: Content Strategist, Copywriter, Editor
See the landing page. -
This product marketing webpage had to communicate (to the average, non-crypto-minded person) how easy it is to buy and sell bitcoin with MogoCrypto—with no trading fees.
Role: Content Strategist, Copywriter, Editor
-
Newspaper ad celebrating 500,000 Mogo users—printed in national newspapers across the Postmedia network.
Role: Content Strategist, Copywriter, Editor
View ad -
A promotional email campaign for the MogoMoney product.
View email -
Newspaper ad promoting MogoMoney, a loan product offered by Mogo—printed in national newspapers across the Postmedia network.
Role: Content Strategist, Copywriter, Editor
View ad -
A social post highlighting a recipe of the week to increase recipe orders for the upcoming week.
Role: Content Strategist, Copywriter, Editor
View social post
Video Scripting
-
This promotional video was part of the GTM strategy for Click n Pay, a new product that makes it easy for insurance brokers to get paid by their clients.
-
Getting started is simple. Reach out through our contact form or schedule a call—we’ll walk you through the next steps and answer any questions along the way.
Let's work together.
Let's work together.
I only take on a few B2B SaaS brands at a time, which means every project gets strategy, craft, and a human who sweats the sentences. If that sounds like what you've been missing, drop me a line.