Andrew’s Portfolio

Please take a look at my writing samples as well as in-depth looks at current and past positions. You’ll find work covering product UX, content marketing, and the spot where they overlap.

My projects

Click on a project to learn more about it.

Meta

Meta recruited me as a content designer to improve the internal tools that power sales and support operations for tens of thousands of employees pushing advertising solutions every month.

Shopify logo and word mark.

Shopify

I joined Shopify as a content designer to promote its logistics and fulfillment service. I worked with product UX and marketing teams to create a cohesive experience experience across the app and everything related to it.

Employed Historian

Liberal arts grads are diving into job markets for which their education never prepared them. I'm creating the roadmap and resources I wish I'd had to build my early career.

aha insurance

Canada’s insurance industry leaves a lot to be desired, so I joined up to give it a kick in the pants. My responsibilities included content and SEO strategist, editor, copywriter, web analyst, UX writer, and ad writer.

Webb Content

Webb Content is my freelance brand for UX content design, content strategy, and SEO-informed content marketing strategy.

Honeypot Marketing

I joined in the middle of a Black Friday sale that generated $70,000 for one client, then continued to grow into the team's Content Marketing Manager.

Selected written work

Click on a blurb to read the content.

Product pages for Shopify Fulfillment Network

Shopify needed an experienced content creator to communicate the value of its boldest new promise: a done-for-you logistics and delivery service for growing ecommerce businesses.

From a history degree to working at Shopify

Here I’ve written about my career journey from a master’s degree in history to landing a job at one of the world’s top tech companies, filled with the hard-won insights I’ve gained along the way.

Celebrating International Women's Day the aha insurance way

I wasn’t sure that my voice was the most relevant one for this topic, but I’m glad I had a chance to write this. The women at aha insurance have made it what it is and deserve recognition.

What’s the average salary after college?

Websites tout how much Facebook and Google pay interns but forget that 99.9% of grads will never work for either. I discredited popular data and found what the real numbers look like, with plenty of graphics to illustrate that data.

Ontario's average insurance rates, ranked by city

I asked our Salesforce administrator to extract a large number of rates anonymously. This data reporting content project represents 2,800 insurance policies in Ontario and what they really cost, earning trust from website visitors.

How to fix cumulative layout shift and core web vitals on Divi

Google’s Core Web Vitals update hit the Internet hard, and visual builders suffered even more. I figured out how to make visual builders like Divi achieve near-perfect scores on speed and core web vitals, and I wrote it all right here.

Creating my own website seemed so daunting! I honestly didn’t know where to start. Finding the right person to help me with it was even more stressful!

When I met Andrew, my stress went away almost instantly. He explained why websites are important, key things I should have, and really helped me understand SEO. Putting together a website is a task and with my busy schedule it seemed impossible. Andrew took over creating my website, the design and layout are beautiful and works well for my business. He even helped me create an amazing guide that has really increased traffic to my website.

He went above and beyond, I am glad I am working with Andrew! Not only do you have great taste and an amazing design but your personal touch makes a difference.

Thank you so much for everything!

Lisa Myra Smith

Real Estate Agent, RE/Max

Read professional insights that Google can’t tell you

How I became a content designer (or UX writer)

How I became a content designer (or UX writer)

I never thought of myself as any kind of designer. If you’d asked me what I wanted to be when I grew up, I would have said “video game journalist.” With a background in history I never expected to work in the tech industry, either. Yet now I’ve worked for two...

What is a UX content strategist?

What is a UX content strategist?

A “UX content strategist,” more commonly called a “staff content designer,” is a fairly new user experience role, evolving alongside UX writing as a major component of the content design discipline. It can be a role on its own, but most commonly it just represents a...

Content design vs. content strategy: know the difference

Content design vs. content strategy: know the difference

Trying to understand content design vs. content strategy after a confusing look through job boards? Good news: I've done both, so I can tell you the key differences between them. Companies often interchange and merge these two phrases, but they are different. You only...

How I became a content designer (or UX writer)

How I became a content designer (or UX writer)

I never thought of myself as any kind of designer. If you’d asked me what I wanted to be when I grew up, I would have said “video game journalist.” With a background in history I never expected to work in the tech industry, either. Yet now I’ve worked for two...

What is a UX content strategist?

What is a UX content strategist?

A “UX content strategist,” more commonly called a “staff content designer,” is a fairly new user experience role, evolving alongside UX writing as a major component of the content design discipline. It can be a role on its own, but most commonly it just represents a...

Content design vs. content strategy: know the difference

Content design vs. content strategy: know the difference

Trying to understand content design vs. content strategy after a confusing look through job boards? Good news: I've done both, so I can tell you the key differences between them. Companies often interchange and merge these two phrases, but they are different. You only...

What is a content designer?

What is a content designer?

Most people I speak with don’t understand what content designers actually are, and it’s no surprise. “Content” has become synonymous with the digital marketing industry, and “design” has become a ubiquitous term for visual work. I was guilty of it, too. I would refer...

I worked closely with Andrew on a project for a client in the financial services industry, which involved building long-form, informational content to rank for specific keyword clusters. Andrew did an excellent job executing the content strategy and went above and beyond when providing the deliverables.

One piece of content, in particular, performed exceptionally well and was responsible for generating over 20K+ sessions and close to 50% of total sites visits in a two-year time frame. This article also led to 10% of all conversions for the site. I would highly recommend Andrew for any content marketing project, in particular, if it requires a thorough understanding of SEO best practices.

Alex Hamilton

SEO & Content Marketing Consultant

Want to work together? Let's chat.

Feel free to send an email if you'd like to chat.

I love talking shop over a cup of coffee, even if you just want a second opinion on something.

Coffee's on me.