Website Project Highlights

Writing website copy and marketing materials.Working with Eddie Hofmeister of Hofmeister Design and client Total Logistics, Inc., I assisted in developing website navigation and wrote 5 websites in a major rebranding and corporate initiative for this group of logistics companies, including dedicated fleets; shipping/trucking brokerage; warehousing and supply chain IT and software solutions provider. I also wrote sales sheets and promotional materials for the Total Logistics group of companies.

Writing and editing website copy as the copywriter for a re-branding and website relaunch working with a virtual team: client Phil Kluesner of Gannett Peak Partners, Jean Kindem of Jean Kindem Design and Terry Barth of Terry Barth Design.

My role involved developing copy based on brand attributes and to the new design features of a Parallax-enabled website. The project team brainstormed for a theme and determined the choice of the Parallax scrolling design for the home page and remaining site navigation. Terry built the site to design and functional specifications. Jean designed the logo, business system and website while shaping the user experience. My contributions included:

• Re-purposing and rewriting content, including substantive edits.
• Fine tuned the structure for the new site map (primary and secondary navigation)
• Developed ideas and made recommendations to client for copy structure, call-outs and ways to highlight key messaging to differentiate Phil's unique brand and consulting practice on the page

Writing website copy for a large construction conglomerate (APi Group) involving critical, technical sections of their website to support a website relaunch. Project included:

• interviewing nearly a dozen subsidiary executives about their companies
• developing technical overview copy to include selected search terms across 24 subjects (by services and by industries served) involving nearly 40 companies.

The project was a great match with my journalism and research skills and earned excellent reviews from the client.

Writing website copy for Softeon (www.softeon.com), a SCM software provider, which needed to develop copy for a new, expanded website to support a growing array of solutions. Project included:

• conducted more than a dozen interviews with SMEs about the company's overall technology, business value, individual solutions and their application to specific industries
• developed SEO-enhanced copy that supports new company messaging

The project was a great match with my background and earned compliments from company management. Additional work for the client included developing a corporate overview brochure and solutions/platform brochure (2011-2012)

Editing and proofreading extensive website copy and downloadable documents for Fairview Health Services (www.fairview.org) website relaunch. Project work included editing web copy (with SEO emphasis) toward AP Style and writing and editing copy that adhered to the organization's messaging and branding strategy. Initiated and developed a website style guide to complement the organization's existing external communications guide. (2010)

Rewriting, editing and proofing articles for website relaunch by Scripps Network's DIY Network (www.diynetwork.com). Work included re-purposing content of previous do-it-yourself (DIY) website content to pare down without specific mention of TV shows and homeowners, focusing on the basics of each DIY project and writing technical how-to information against website guidelines based on AP Style. (2009)

Additional website projects in the last few years include (samples, links provided upon request):

Edits to previously written website copy for a Fortune 500 transportation company, select sections to adhere to revised company taglines, terminology and branding guidelines. Work also includes writing ghostwriting blogs for the company with source interviews.

Copywriting portions of a website for a Twin Cities energy management company in the lighting solutions sector for commercial, retail and industrial businesses. Work included SEO keyword research used in competitor websites and editing downloadable documents (white papers).

As a replacement writer, substantive edits on most sections for the new website of a manufacturer's rep (Canadian HVAC supplier). Work included conducting executive interviews for information on technical sections and bios, research on SEO keywords. Also researched and wrote detailed case studies.