Designed And Delivered From 1,000 Miles Away - Phase One Design

/

The First of Many Customer Stories

This piece kicked off a series of customer stories I wrote for Phase One. The crux of these articles is the unique story of how the owners started working with Phase One. I uncovered those details through an interview and then turned that into a long-form piece that showcased what makes the Phase One way of approaching design and renovation so different.

These were designed to attract new clients, and this one did. Within two weeks, Phase One had two out-of-state leads (a market they were targeting) who referenced this story. And it continued to be one of the best performing pages on the site.

Fiber Connects Community Infographic

/

Designed, written, and delivered

I created the visual concept for this piece (you don’t want to see my renditions), wrote the copy, and provided creative direction for the illustrator.

A little background

I’m super proud of this one. DxTel approached me and said they wanted to create an infographic for ISPs on the impact of fiber internet in local communities. I did my homework on the data and created a concept around fiber internet connecting communities. I sketched my original idea out in Microsoft Whiteboard (yes, that’s a thing) and wanted to showcase how a great internet connection brings people together in every area of life; work, healthcare, housing, and sustainability. I then recorded a video walking the illustrator through the theme and my vision. I think it turned out pretty well.

How to Start Streaming TV One-Pager

/

Many rural or smaller broadband internet providers have stopped offering TV. Some have never offered it at all. But the transition to streaming isn’t easy for everyone. So, DxTel asked me to lead the charge on creating a one-pager ISPs can use to help people cut the cord. I lead the creative direction and wrote the copy for this piece.

 

Harper Broadband Marketing - Less of this, More of That

/

This one of my favorite campaigns I worked on with DxTel. The copy and creative focused on a compare and contrast theme. With most traditional cable internet providers, customers can expect poor customer service, slow internet, and interrupted workflow. But when they make the switch to fiber, they’ll spend less time dealing with those issues and more time enjoying a great internet experience. I lead the concept creation, image selection, and wrote copy for the assets.

Additional Project information

Revaly Education Page

/

Web copy for an innovative product collaboration tool

Revaly contacted me to write a web copy for their newly developed collaboration tool. It’s designed to help engineers, product teams, and anyone involved in design to collaborate more effectively. There aren’t many things like this in the market and they wanted the copy to move people down the page while explaining the value and features of the product. I worked closely with Bailey Lewis, Founder of Words First Content, who led the digital content strategy on this project.

The headline was written to do two primary jobs: drive SEO traffic with the phrase “3D collaboration” and let visitors know this is a tool that professors and students can use outside the classroom setting.

 

Revaly was already working with recognizable brands in the academic world. After showcasing their client roster, we began leading into how the tool works. It allows students to collaborate with their teams and professors in real time. Feedback is a major pain point for engineering schools. Revaly solves it. And we addressed pricing right out of the gate.

Revaly gathered some great stats from student users. And that’s where the idea originated for this headline. Revaly has changed the design feedback (note the SEO phrase there) experience and the data backs that up.

 
 
 

The strategy for the copy in this section was to state how Revaly made design feedback easier. The headlines address three pain points for students and professors. And the body copy describes in detail the features of the product and how they work. This is a section where we wanted people to spend most of their time on the page before moving on to the call-to-action.

 

A major obstacle for many who work in education is obtaining approval for software. Since Revaly is web-based, getting buy-in and implementing it in the classroom is much easier. This headline and the description copy were written to show how easy it is to start working within Revaly.

 

The big moment. The call-to-action. Bailey, me, and the Revaly team had lots of conversations about this section. We wanted to be very clear about what would happen next when someone clicks the button. The headline tells them they’ll gain insight into how Revaly will change the way they manage projects in their classroom. And the call to action makes it clear that they will be taken to a page where they can sign up for a demo.

Online Academy Enrollment Email Series

/

Here’s What I Did

An online school reached out to me to create an email series to increase new enrollments. They saw a lot of interest from prospective parents.

One problem: they were abandoning the enrollment form before they finished and not returning.

It wasn’t for lack of interest. Parents were excited about the flexibility and unique online education. But, like many parents, they have a lot going on. And before we created the email series, the school followed up occasionally via text message.

After gathering information on what parents valued most, the type of family who enrolled, and the process for getting signed up, I created four emails that would be sent when someone began the enrollment form but didn’t finish it.

The emails were concise and focused on driving someone back to the enrollment form. In less than two weeks after the campaign began, the school had 13 new enrollments, resulting in $100,000 in new revenue.

*School branding was removed to comply with a non-disclosure agreement.

The Fiber Difference (Script Writing) - Harper Broadband Marketing Library

/

Fiber internet is a whole lot better than cable internet. But, most people don’t really understand what fiber internet is or why it’s better than what they have now (usually cable). So, to help people understand how fiber internet can truly change their lives, DxTEL asked me to write a script about "the fiber difference.” Videos like this one are typically a minute long and put together by a design team working with a voice-over actor. Instead of talking directly about speeds or the improved cable technology, I wrote the script to focus on tangible things in people’s lives, like telehealth and remote work.

As I wrote the script, I provided creative direction on what each scene should look like and emphasis points for the voice actor.

This video was designed and created for DxTEL’s Harper Broadband Marketing Library.

Dental CFO Website Copy Update

/

The folks at LAIRE Digital Marketing reached out to me to write updated web copy for their client, The Dental CFO. Their original copy was vague and didn’t really drive home the value of their service: they’re financial experts who know the dental industry inside and out. And with their core service, a dental practice has its very own CFO to guide them.

HOME PAGE

Working with the LAIRE team, I determined the page should focus more on The Dental CFO’s cornerstone service: CFO Core. So, I wrote the headline below and put together very specific copy about what a dentist can receive from this service and how it can make a difference in their business.

In the original H2 section, the copy focused primarily on years of experience and trying to explain how The Dental CFO does more than prepare taxes. There wasn’t a clear focus, just a broad overview of what they do.

In the updated copy, we start with a question. And it’s one we know the answer to. Dentists are overwhelmed by their practice’s finances. They’re dentists, not finance professionals. And that’s okay. So, the copy tells the reader how The Dental CFO team can help them focus more on their dental practice and partner with their own CFO to manage the numbers.

 

We wrapped up the home page with a conversational, and honest, overview of what it’s like to work with The Dental CFO. And one issues the company faces is dentists wanting someone to only do their taxes. So, I addressed that immediately in the first sentence. But, for a dentist who is looking for a partner to help them with the financial side of the business, this copy will resonate.

SERVICES PAGE

Before, the services page used words like “flexible, scalable, and affordable.” And it presented the services in a way that made them look a la carte. I advised the team to restructure the page to better describe the services and the results they can generate (i.e., a financially sound practice). I wrote copy to better describe each service and recommended condensing the number of services listed, so the reader wasn’t overwhelmed. If a dentist is already stressed about their finances, they’ll be overwhelmed by lots of options being offered to them. So, we focused on CFO Core and other offerings that appeal to dental practices in various stages of growth.

 

We consolidated the services and I wrote copy to specifically describe each service and how it can help a dental practice.

 
 

I also wrote a descriptive button to make the interaction sound more like a partnership instead of a discovery call.

 

One of the original headers was vague and implied dentists will know which is best for them. The truth is, they may not know what they need. But, by using the CFO Core service (every client starts here), they can then receive advice from experts if they need additional support.

 

In the updated copy, we lead with the CFO Core service as it is the foundational starting point. I describe what it does and that other support is available if the pratice needs it.

 

Here, I wanted to drive home the personal relationship practices have with The Dental CFO. They get the chance to talk with their own CFO, meet with them quarterly, and reach out when they have questions. As the call to action, I wanted this copy to feel like a conversation with someone you can work with.

SOCO “Working from Home is Scary 🎃” Email Campaign

/

Here’s What We Did

This one was a lot of fun because I love Halloween. Stephen King is up there on my favorite writer list and I enjoy a good scare (but I don’t like scary movies, weird I know). So I thought I’d tell a horror tale of my own. I imagined a nightmarish work-from-home scenario and spun that yarn to SOCO’s prospects as I painted the picture of all the terrible things that can happen when you work alone. Give the screenshot a click to read the copy (and enjoy one of the best SNL GIFs).

The Numbers:

  • 30.9% open-rate

  • 1.7% click-through rate

  • 100% terrified

SOCO “Be Flexible This Summer” Email Campaign

/

Here’s What We Did

Nobody can really focus on the summer. We’re all thinking about vacations. Cold drinks and colder pools.

So, when SOCO wanted to run a campaign to drive interest in their Flex Membership, we leaned into the heat wave theme (no, seriously, there was a heat wave with temps around 105) and let prospects know they can escape the heat (and their kids) at SOCO.

My goal was to convey all the amenities and perks of being a SOCO member in a unique way. Go ahead and click on the image to read the email copy in your browser.

The Numbers:

  • 32.9% open-rate

  • 1.1% click-through rate