Case studies

Cover of a guidebook titled "The Essential Guide to Independent Work" by Stride. The top part features various words related to independent work, with small black-and-white photos embedded in the text, such as "Independent," "Gig Worker," "Entrepreneur," "Freelancer," and "Side Hustler." The bottom part contains the title in bold, the website stridehealth.com, and the Stride logo.

  • Brand direction • Content systems • SEO optimization • Conversion copy

    Results at a glance:

    • +30% organic traffic

    • 300+ new leads

    • Scalable content library

    The challenge

    Stride’s blog held a large library of valuable content, but most of it wasn’t working.

    Articles were outdated, poorly optimized, and disconnected from lead generation. The structure and internal linking lacked consistency, metadata wasn’t supporting search visibility, and there was no system for tracking which content had been updated or how pieces could be reused across channels. It was high effort for low return.

    My approach

    I rebuilt the blog as a clear, scalable growth channel by:

    • Optimizing existing content: Improved search performance through refreshed structure, metadata, sourcing, and internal linking.

    • Connecting content to conversions: Implemented strategic CTAs and newsletter sign-ups to turn traffic into leads.

    • Improving UX: Added a translation tool and tested CTA copy, placement, and article structure to increase engagement.

    • Building a content catalog: Created a tracking system that documented SEO status, performance, and repurposing opportunities for every article.

    Results

    • +30% organic traffic and search visibility

    • 300+ new email leads generated via blog CTAs

    • Reusable, data-backed CTA microcopy rolled out across campaigns

    • Content catalog enabling scalable repurposing

    Outcome

    What was once a static archive is now a functioning growth engine.

    Stride’s blog now attracts qualified search traffic, consistently captures leads, and feeds other marketing channels through an organized repurposing system. Most importantly, the team has an ongoing framework they can maintain and scale, instead of starting from scratch with each new article.

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  • Brand direction • Content systems • Conversion and UX copy

    Results at a glance

    • 18% increase in homepage conversion rate

    • 21% increase in average session duration

    • Unified brand voice across site and product flows

    • Clear brand positioning targeted to the core customer

    The challenge

    General Medicine was undergoing a company-wide rebrand. Their existing messaging no longer reflected who they were or who they served. The brand voice felt generic, product value wasn’t landing with the intended audience, and the website and product flows weren’t optimized for clarity or conversion.

    They needed a cohesive brand narrative and practical messaging system to anchor the rebrand—not just new words, but a foundation the whole team could use.

    My approach

    I partnered with General Medicine’s lean marketing team to tackle the brand and messaging overhaul from strategy through execution:

    • Defining the brand direction: Built a new brand positioning informed by customer research and behavioral data, including value props, differentiators, narrative framing, and a brand voice guide designed to resonate with their core audience.

    • Creating a messaging framework: Developed structured messaging tools that translated strategy into real-world use across marketing and product.

    • Writing website and product flows: Applied the new brand system to homepage and conversion pathways, rewriting copy to improve clarity, confidence, and action.

    • Optimizing for conversion: Refined messaging for scannability, emotional resonance, and decision-making clarity to reduce friction and guide users toward next steps.

    Results

    • 18% increase in homepage conversion rate

    • 21% increase in average session duration

    • Brand and style guidelines to unify messaging across channels

    Outcome

    This strategic reset gave the team a shared narrative, a consistent voice, and a messaging system they could confidently scale across campaigns, content, and in-product experiences. Instead of rewriting from scratch with every initiative, they now operate from a reusable communication foundation built for growth.

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Homepage of an online healthcare store with a black header, logo, store button, sign-up and menu icons, and a search bar. Section displays four options for healthcare concerns: video visit, urgent care, primary care visit, and doctor's note, each with an image, description, and pricing details.

  • Editorial strategy • Audience growth • Conversion copy • Thought leadership

    Results at a glance:

    • 44.6% open rate

    • 6.8% click-through rate

    • 0.8% unsubscribe rate

    • Direct conversions

    The challenge

    Radial needed a way to build sustained trust and demand outside of paid acquisition.

    They had strong clinical expertise and compelling patient outcomes, but no outreach channel to consistently communicate their point of view, educate prospective patients, or nurture interest over time. There was also no system for translating clinician knowledge into accessible, brand-aligned content at scale.

    My approach

    I strategized and write Radial Weekly, a newsletter that functions as both a thought leadership channel and soft-conversion engine by:

    • Establishing the editorial foundation: Defined the newsletter’s purpose, tone, positioning, and content pillars.

    • Building a clinician-integrated workflow: Leveraged existing Radial content and created a lightweight medical review system to ensure clinical accuracy without slowing production.

    • Owning weekly newsletter creation: Led topic ideation, writing, editing, and production for every issue.

    • Partnering with marketing on distribution and optimization: Integrated with Radial’s marketing lead to coordinate sends, review performance, and iterate on topics, CTAs, and structure based on engagement and conversion data.

    Results

    • 44.6% open rate

    • 6.8% click-through rate

    • 0.8% unsubscribe rate

    • 5,686 subscribers and growing

    • Discovery call bookings

    • Prospective patient inquiries

    Outcome

    Radial Weekly is now a durable owned channel that turns clinical expertise into a steady stream of educated, high-intent prospects.

    Instead of relying solely on paid traffic or one-off content, Radial has a consistent way to show how they think, what they treat, and why their model works—week after week. The newsletter supports brand authority, nurtures long-term trust, and contributes directly to the pipeline, all through a system the team can maintain and scale.

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Selected Work

  • General Medicine Homepage

    General Medicine Homepage

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  • Stride Health landing page

    Stride Health landing page

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  • Radial SEO blog content

    Radial SEO blog content

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  • Stride Health lead magnet

    Stride Health lead magnet

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  • Equip SEO blog content

    Equip SEO blog content

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  • Exos monthly newsletter

    Exos monthly newsletter

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