Working at Twirling Umbrellas (TU) as a UX copywriter allowed me to I write content for clients’ websites and marketing materials, using UX & UI design principles and through an inclusive and accessible lens. SEO best practices were also taken into account in order to attract and engage new and returning audiences.
Here are some of the clients I’ve worked with in the last few years.
Acera Insurance
Website: https://acera.ca/
Brief: To help build and launch a website, amalgamating 16+ companies under the newly created Acera brand.
Reach: 60+ locations across Canada and growing.
Outcome: Using the knowledge and information from Acera’s content team and their subject matter experts, our content team wrote and optimized over 200 pages for the new website. New templates were created to ensure a streamlined product offering that led to a sitewide structure that is digestible without being overwhelming.
Their product and service pages offer a balance of comprehensive SEO-friendly information and concise, digestible copy. Adding insightful words of wisdom from Acera advisors throughout the experience adds a human touch.
Wild & Immersive
Website: https://wildandimmersive.ubc.ca/ (Recently won a Web Excellence Award.)
Brief: There was a great base of content to work with but it needed clearer organization, a stronger voice, and some added playfulness that better reflected the brand.
Reach: Two programs across BC, hundreds of children taking part in forest school, PD camps, and summer camps, as well as adults in special programs every year.
Outcome: Wild & Immersive’s ethos is to inspire and cultivate lifelong environmental enthusiasm in children and adults. We believe our crafted copy will help draw in more apathetic audiences and reinforce those that have already bought into the love of the natural world.
All content was edited or rewritten, highlighting the benefits of outdoor learning and giving parents solid information of what they can expect for their children who attend Forest School and other programs W&I offer. We ensured there was a focus on brevity for readability and maintained the brand’s inspired tone. Emphasis was also added on what makes each forest region special.
Canadian Institute of Planners
Website: https://www.cip-icu.ca/
The Canadian Institute of Planners (CIP) works on behalf of over 8,000 diverse planning professionals across Canada. Their organization provides planners with critical career support, valuable resources, and impactful advocacy work. We worked with CIP’s internal team to create content for an accessible and inclusive platform that positions them as the go-to resource for Canadian planners. Similar sites tend to hold long sections of text with no visual breaks. By organizing and copyediting their content into bite-size sections we ensured web-friendly readability. For example, their advocacy pages, provide a captivating content storytelling structure that captivates audiences while sharing lots of information.
CASI
Website: https://casi-acms.com/
Brief: The Canadian Association of Snowboard Instructors (CASI) is a non-profit organization that trains and certifies snowboard instructors, and helps connect instructors with job opportunities at resorts and snow schools across the country. They needed a new website to better serve current members and draw in new ones – while reflecting their reputation for providing world-class instruction.
Reach: Membership of 8,000+ snowboard instructors across Canada and the globe
Outcome: We created a tone of voice that is inclusive and encouraging while avoiding cliche snowboarding slang. Storytelling came into play for their content while still ensuring members could easily access the information they needed quickly and easily, such as the courses they need to sign up for and why it’s a benefit to be a part of CASI.
Analytics revealed that courses were CASI’s most viewed category (41% of the total page views) so we directed focus to those pages. Each page was reimagined by prioritizing key bite-sized course information at the top, and offering users more to explore as they scroll down.
Glow Kitchen
Website: https://glowkitchen.app/
Brief: Our goal throughout the content was to clearly communicate the unique benefits of the app in ways that connect with busy, health-conscious women.
Reach: App Store in Canada, USA and Mexico
Outcome: Glow Kitchen’s tone of voice is familiar, friendly, helpful, clear and direct. I crafted benefit-driven copy in the app’s onboarding process and included concise, friendly headings and microcopy that guides users through the experience.
I also created content for the App Store listing that highlights key features of the app while adhering to Apple’s strict requirements.
Linnaea Kershaw 