What I’ve Done

Here’s a quick glimpse at just a few projects I’ve worked on. If there’s a style or medium you’d like to see more of, drop me a line! I’d be glad to share my most relevant work.

2x Conversions For HubSpot

Project: Conversion Copywriting

HubSpot Copywriter

My first conversion copywriting project for HubSpot was a rewrite of their CRM product page. I worked with Matthew Barby (Head of Growth) and Austin Knight (Sr. UX Designer) to create a new, copy-driven landing page.

My variant converted over 20% more visitors into sign ups.

Having proven my value, I got called back in for something much bigger.

In collaboration with HubSpot’s internal team and Josh Garofalo (a fellow conversion copywriter), I wrote a brand new site on an extremely tight deadline, including their home page. I also helped shape the customer research process, pulling out insights we could use in the copy to improve conversions.

It worked. Like crazy.

The new design, conversion flow and copy nearly doubled the previous site’s conversion rates.

Targeted Copy for WP Engine

Project: Conversion-Focused Website Copy (Select Sections)


Speed. Security. Scale.

For companies whose profits depend on their ability to stay online for their customers, these are non-negotiable. WP Engine is relied on to deliver all of them at an elite level for clients with mission-critical online operations.

In a few short years, the company has seen explosive growth and tens of millions in raised capital. They now serve 300,000+ websites in over 120 countries, from Fortune 500s to successful Shark Tank competitors.

I collaborated with WP Engine’s sales staff, advisers, engineers and digital marketers on select sections of their new website in support of their internal marketing team. Together, we’ve helped customers see what sets WP Engine apart – from their leading technical solutions to the personal service their team of experts delivers every single day.

A Conversion-Focused Website For InsightSquared

Project: Conversion Copywriting

InsightSquared Conversion Copywriter


It’s one thing to have data. It’s another to have answers.

InsightSquared is a leader in the sales analytics space, with a solution that makes crunching the numbers on the fly as accurate and effortless as it gets. But the site’s old messaging was letting them down, and targeting the wrong audience.
InsightSquared needed a copywriter who understood conversion, but instead, they got two. I tag-teamed this project on a tight deadline with Josh Garofalo, with ongoing support from the brilliant folks at InsightSquared (Joe Chernov and Molly MacDonald).
We completely redesigned and rewrote their core pages, all in less than a month.
The results: targeted copy with a value prop InsightSquared’s audience actually cares about.

Conversion Copy for Clockspot

Project: Conversion-Focused Website Copy


Clockspot is a gorgeous app that saves businesses HOURS of frustration tracking employee time.

Built-in features let you track time from anywhere, on any device – and make payroll a breeze. But the beauty and simplicity of the app was being lost on a boring, dated website. As part of their redesign process, Clockspot brought me on board to put together copy that would get more paying customers onto the platform.

Challenge accepted. I set about simplifying Clockspot’s big offering and emphasizing the ease of use for an audience that hates doing time sheets. Combined with their design team’s stunning new look, the site’s conversions improved quickly once the new site went live.

New Leads for Sofia.ai

Project: Sofia.ai Conversion Copywriting



Imagine having a web analytics tool that not only collected data – but interpreted it FOR you?

Sofia.ai uses machine learning to automatically turn abstract data points into actionable insights – like which ad channels are sending the most qualified leads, or the lifetime value of customer.

I helped the smart team behind Sofia get past the technobabble and entice an audience who’s sick and tired of crunching numbers, showing them how Sofia would make their lives – and business decisions – a whole lot easier.


Project: Haystack.Jobs Website Copy

haystack recruiting software

Hiring is hard when you’re a time-starved business owner. The messy spreadsheets, overflowing inboxes and lost contacts are enough to give anyone a meltdown.

Haystack solved this problem by giving business owners the ability to manage the entire process from one clean and simple hub. Problem? Haystack’s old site wasn’t selling customers on the features they actually cared about.

Haystack needed high-converting copy to build a new site around. I laid out the new format for the site’s key pages, then wrote copy that would anticipate visitor questions, overcome objections and throw their tool in the limelight.

Ion Interactive

Project:  IonInteractive.com Website Copy

ion interactive

Nobody does interactive content better than ion interactive. With a razor-sharp team of marketers and the most powerful creation platform in the industry, they help brands like Dell, DHL and General Mills create beautiful, measurable and totally personalized interactive experiences that cut through the clutter.

I worked with ion interactive to revamp and streamline their content, clarify their offering and help busy marketers see that hiring ion’s team of superstars for managed services was a total no-brainer. I’ve since collaborated with them on interactive assets like whitepapers that are helping to put more customers in their funnel.

It’s one of those partnerships you can’t help but be proud of.

Minimum Inc.

Project: MinimumInc.com Website Copy


Minimum Inc. builds mobile apps for brands like Dominoes, Miller Brewing Company & Thomson Reuters.

In fact, their work has been shown on stage at Apple keynote events  – including a mention from the legendary Steve Jobs himself!

When they came to me, they were undergoing a total re-brand to better capture who they are and how they work. They needed someone who could help them say a whole lot in just a few words.

I helped Minimum find their voice, send a stronger message and attract more of the big clients they love working with.

Carl Hendy

Project: CarlHendy.com Website Copy


I’m not exaggerating when I say that Carl Hendy is one of the UK’s foremost digital marketing consultants. In his 10+ year long career, he’s led teams at two of the country’s largest digital firms and spearheaded revenue-generating campaigns for FTSE and NASDAQ-listed clients in some of the most competitive niches on the web.

Needless to say, the guy is incredibly smart, and his copy had to match. Big brands needed to trust that Carl was up to the task – especially when aggressive benchmarks and budgets are on the line.

Carl brought me in during the early phases of his website’s redesign. Together, we distilled the huge array of services he offers into an easily digestible set of pages and tied every service back into a highly desirable outcome. We chose a voice that was friendly but confident, simple, but  not dumbed down.

Combined with a sleek and simple design, the final product is a beautiful website that’s every bit as professional as the consultant himself.

Social Sesame

Project: The Social Sesame Playbook (Branded Asset)


Let’s face it – social media people have a bit of a reputation as being…well, flaky. Calgary’s Social Sesame bucks that trend.

They wanted to prove it by creating a branded asset that showed off both their ability to get results AND their glowing personalities.

I recommended using a playbook format instead of a one-page PDF – something with a little more legs and space to play with. Chris Pecora put his incredible artistic talents to work, and the result is one of the best looking projects I’ve had the privilege of being a part of.