Webpages

SEO Pillar Page

NFPA offers 300+ codes and standards for fire, construction, and life safety professionals to help protect people and property from fire and electrical hazards.

Through an SEO analysis, it was discovered that sometimes this heavy technical content was complicating consumer behavior; clients looking to learn were ending up on the sales page with no intent to buy.

I created this pillar page to scratch that informational intent itch by answering the who, what, where, when and why of NFPA's most profitable product.

(In other words, I'm hoping I can sell myself on this page meant to inform, not sell.)

Landing Page

The Alliance helps employers that self-fund their health benefit plans achieve serious savings while improving their employees' access to high-value health care.

Despite that summary being as succinct as possible, it's still a complicated mouthful. (And this is coming from the person who coined their elevator pitch!)

That's why the clients are visiting this page from print ads displaying very basic ideas to pique their interest: Save money! Customize your benefits! Improve your provider network! (Yes, print ads are still a valid marketing strategy. There's no need for that negative energy.)

Once the seed is planted, we water their curiosity by briefly sharing all the amazing benefits The Alliance offers, gently nudging them into the top of our sales funnel.

Careers Page

Health insurance isn't sexy, so in order to attract top talent, The Alliance needed their Careers page to stand out—because believe it or not, "competitive pay" and "work/life balance" aren't attractive benefits.

(Looking at you, four out of five employers.)

Product Page

Since 2014, Net Reputation has been helping individuals and businesses remove unwanted content from the internet. When they can't remove it, they bury it in search. Because many of Net Reputation's clients are at a low point—often acting on panic—they have urgent needs.

That's why I helped Net Rep find a calm-under-pressure voice that's both reassuring and informative.