Writing Portfolio

I've been a regular columnist for Tortuga Backpack's blog, Packsmith (view all articles), and Go Overseas. I've also contributed to Carryology, 7x7, Huffington Post, FluentU, AFK Travel, BootsnAll, and written copy for various tech, travel, and food companies. Below are some examples of my work:

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Manage Projects With One Tool

Goal: Drive traffic and sign-ups from non-branded search results in the “project management” category.

Strategy: Combine user research with search research to answer core questions, dig into pain points, and provide a solution to the reader’s problem.

Result: Ranks on page 1 for a key search query (with 70,00K monthly searches) but also serves as a key destination for paid traffic from various reviews sites, paid search ads, and retargeting. Has an average conversion rate of 10%, which is above our site average.

Excerpt:

You don’t have to shuffle between spreadsheets, email, and other tools to keep your projects on course. Track and manage everything—from day one to the deadline—with Asana. [see full page]

What to Eat on the Fly: Airplane Snacks & Packing Tips

Goal: Rank for the search term "airplane snacks" and give our readers healthy snack ideas for their next flight.

Strategy: Incorporated visuals, answers to related questions (e.g. "can you bring snacks on an airplane?", and broke down ideas by dietary preference -- which differentiated us from other search results.

Result: Ranks on average #2 for the search query "airplane snacks"

Excerpt:

"Lets get the big, dirty question out of the way first: can you bring snacks on an airplane?Yes.

Absolutely! You may not be able to get your favorite fruit juice, or can of coconut water, past airplane security, but chips, sandwiches, fruits, crackers, salads, protein bars, and just about anything non-liquid are absolutely fair game to pack in your carry on..." [read full article]


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How it Works: Go Overseas

Goal: Users on both the B2B and B2C side are often confused about how Go Overseas works. Is it a program provider? Are we a recruiter? A Yelp-like resource? I collaborated with our brand manager and designer to create a page that solves this.

Strategy: Explain the value of Go Overseas using simple language and graphics

Result: Receives, on average, 10,000 unique views per month. Since the "how it works" link appears in the upper navigation of all pages, we've also been able to see which pages give users the most confusion through heatmaps.

Excerpt: "Bookmark your favorite programs and save them for later. Then, compare them side by side. [see all]"


B2B: Advertising and Product Pages for Go Overseas

Goal: Show the value in advertising with Go Overseas to an international audience

Strategy: Collaborated with sales team to understand what they wanted to achieve through these pages, then partnered with design to explain our CPC advertising products. I also wanted to reduce the amount of "we" language, so that the pages focused more on the results the readers would receive, rather than the things-we-do.

Result: Using heatmaps, we could see that roughly 90% of all visitors view the entire page. Additionally, the updates to these pages reduced repeat questions about how our advertising product works / how to sign up by 50%.

Excerpt:

"The University Partner Program is for colleges and universities who want to recruit study abroad students. Receive more traffic to your website by promoting your institution on Go Overseas, creating amazing unique content, and helping new students discover your program." Read the full Advertising page.


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