DISNEY HR WEBSITE
CHALLENGE: Disney tasked my team with a rebrand of their HR website. They wanted their internal site to be magical, as well as informative. I was the lead writer on the project. I produced the tagline, as well as the majority of the copy for the site.
SOLUTION: I started by writing the tagline, ‘Be part of the story.’ This established that employees are an integral part of the Disney magic and set the tone for the rest of the site. It also tied all of their epic brands into one cohesive force. From there, I incorporated this same magical tone throughout the site, seamlessly integrated with vital technical information for employees.
RESULT: An employee satisfaction survey indicated a 60% increase in approval for the company’s new HR website in both engagement and ease of navigation.
SEO-DRIVEN WEBSITE COPY FOR THE CATALINA FLYER
CHALLENGE: In anticipation of their relaunch, The Catalina Flyer asked me to write SEO-driven copy highlighting everything Catalina Island has to offer. Their goal was to increase traffic to their website.
SOLUTION: I incorporated the client’s preferred list of SEO words and phrases into a fun and engaging new section called ‘Everything Catalina Island.’ This update includes everything from activities and shopping to hotels and restaurants. I did extensive research on Catalina’s history and offerings to make sure that the SEO terms felt organic to the playful tone of the site.
RESULT: Based on the early uptick in traffic on their website, The Catalina Flyer estimates that my SEO-driven copy changes will lead to a 30% increase in revenue this year.
