Past role: content and SEO strategy
at aha insurance
Project highlights
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Brand-new Divi website
The company didn’t want to pay its agency $10,000+ every time the website needed an update, so I proposed to recreate it using Divi, a visual builder for WordPress.
This let the company quickly create new pages with a high degree of design freedom, all done internally. It saved tens of thousands of dollars per quarter.
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UX writing and content design
aha insurance’s proprietary app did something incredible, but the first iteration was made entirely by engineers and lifelong insurance experts.
I created a formal journey map and identified key locations along the funnel where drop-off occured. Then I rewrote UX copy throughout the app to translate insurance jargon into every-day language.
+2,100% organic traffic
The brokerage had a beginner’s content calendar, but the content was too thin to rank in Google and nothing was optimized.
I brought keyword research and a critical, editorial eye to content production. Traffic skyrocketed over two years, forming the bedrock of the company’s acquisition funnel.
Andrew really raised the bar, and not just with SEO. He laid the early groundwork for our PPC campaigns (now 50% more cost-effective than the industry average), and we built a website together with a visual builder. He took organic search from a sliver of traffic to a dominant channel and he’s still excited to implement new SEO strategies over a year later. He just doesn’t stop learning.
Hard-hitting local pages
The brokerage had dreams of going national, but had to stick to a provincial market for the foreseeable future.
That’s why I created a series of local landing pages. These showed our average policy sizes by city, ranked from most to least expensive.
With an anonymous data pull from the CRM, I was able to make this data digestible as an in-house case study for our brokers to use in their most competitive cities.
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250% faster website
Google’s research indicates that sites lose 30% of site visitors for every 3 seconds a site takes to load. That’s why I led the charge to cut down that time to one-third of its previous number, facilitating higher sales gains from website traffic.
It was a good thing, too, because Google’s Core Web Vitals update wasn’t too far off at that point.
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Other contributions
+440% conversions
Traffic is only as good as the conversions it generates for a website. Crafting a more precise content strategy and implementing calls-to-action inside that content improved conversions from organic search by 440%, particularly on the company’s brand name.
-50% cost per click on PPC ads
Working closely with the PPC Specialist, I devised a search advertising campaign that focused on wide range of tightly targeted keywords. This raised our account’s Quality Score and Ad Rank, lowering our ad costs to around 50% of the industry standard.
Fintech content partnerships
aha insurance isn’t the only company out to make the world of finance easier, faster, or better. I created marketing partnerships so that consumers could find the brands that are really out to help them save their money.
The project results
aha insurance is miles ahead of where it started in the digital space. Organic traffic’s growth beyond 2,000% created a source of leads that have driven sales quarter over quarter.
My keyword research and landing page strategy also laid the foundations for a huge reduction in the company’s cost per click, making our ads only 50% as expensive in Google Ads compared to the rest of Ontario’s insurance industry.
I also recreated the website from the ground-up with a visual builder alongside my coworker so that we could save tens of thousands on agency website fees. I also got my start in UX writing and content design here, which set me on a new career direction that I’m still following today.
Check out my other 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
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.
Food for thought
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?
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
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)
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?
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
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?
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...
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