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Projects

ADP

May 2021 – Present.

Modus provides strategy for everything in the world of adp.com and sometimes beyond.

As such, I’ve set strategy for large portions of the ADP website, from how it messages to large business to whether it should publish “implementation” content to how it should go about onboarding potential customers via its chatbot.

What specifically have you done?

Working with ADP, I’ve:

  • Set strategy and written content for two microsites: What’s the Plan? and Work is Personal
  • Defined UX strategy for ADP’s chatbot
  • Developed campaign messaging for ADP’s small- and medium-sized business segments
  • Created SEO strategy for Roll
  • Worked with UX designers to make functional improvements to adp.com

I’ve done plenty else. Ask me about it.

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Projects

MissionSquare

September 2021 – Present.

One of the largest providers of public sector retirement plans in the U.S., MissionSquare came to the Modus team with the express desire to generate more traffic and, ultimately, more leads. 

They’re an interesting client: large, lots of expertise at their disposal, and with a great reputation in their space. But also lacking in content that converts, content that can be marketed, and content that can draw in buyers who aren’t aware of the MissionSquare brand. 

What work did you do?

MissionSquare asked us to develop a content strategy designed to drive awareness and increase site traffic.

Working with our SEO Manager, I developed a content plan and content calendar for a range of new acqusition content on MissionSquare’s website. Together, along with our Product Manager, we developed an editorial process to get that content briefed, written and published.

We are still waiting on MissionSquare’s internal teams in order for the first pages to go live. But when they do, we will have more than tripled the volume of product content on the MissionSquare website, focused on search-first pages that answer buyer’s questions.

I’m confident that our approach will not only lead to significant traffic increases but an increase in quality leads as well.

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Projects

Segal

July 2018 –  May 2021. 

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Projects

Purge Labs

May 2018 – August 2018.

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Projects

TRVL

November 2017 – May 2018.

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Projects

Albelli

February 2015 – October 2017.

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Projects

The IB

July 2014 –  December 2014. 

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Projects

The Royal Free Hospital

Work completed from May to July 2014. 

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Projects

Inside Abbey Road

Work completed in June 2014. 

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Projects

Content Writing Samples

While working as a strategist across various websites, I’ve also written the bulk of web content — from homepages to product content, as well as FAQs and contact pages.

Quick Links

For each of these pages, discussed below, I wrote all the text content — from buttons to paragraph copy. I also either developed the wireframe solo or collaborated with a UX designer to do so.

If you’re looking for something else, get in touch.

ADP

In 2021 I wrote the content for ADP’s professional services page, as well as making a range of UX tweaks across adp.com.

I also wrote all the text content, as well as developed the wireframes, for the Work is Personal microsite.

Segal

As well as developing the information architecture for the new segalco.com, I wrote all the services and industries content.

In particular, I’m proud of the higher education page, for which I designed an in-line contact form.

The contact page was designed and written by me and so was the homepage.

Purge Labs

I wrote all the text content for Purge Labs, consulting with UX Design on the wireframes. All the content you see there now was written by me in 2018.

Albelli

Albelli Photo books page

For two years I wrote all the content for Albelli and its brands in various European countries.

In particular I’m proud of the photo book product page that you see above. The content of that page has changed now but I’m proud of how it combines strong marketing copy (“For moments big and small, we have you covered”) with a compelling UI. I wrote the content and designed the product flow.

I don’t have screenshots, but for these two years I also wrote all the UX copy (error messages, menu items, notifications of all kinds) for Albelli’s smartphone app, its online editor and its Windows and Mac editors.

The IB

In 2014 and 2015 I re-wrote the entire IB website and much of what I wrote stands today.

I’m particularly proud of Become an IB World School, a page that has not changed and which I both wrote and wireframed. The change in this page, plus information architecture changes, doubled leads for the organization.