Work Samples

Scientific Research Centre - content strategy and content development/copywriting coaching

Client: Princess Margaret Cancer Foundation

Project Summary: Full website redesign and expansion, including a new CMS implementation.

Role: Content strategy, coaching the in-house content development team on how to update their content development and copywriting styles.

Goal: Redesign the new website from the ground up to improve the overall user experience and more effectively drive donations beyond the Greater Toronto area and Ontario. 

Tasks:

  • Bring the site structure and content organization up to date by eliminating thousands of outdated pages and rearranging content groupings into logical, audience-focused architecture. 

  • Establish the content strategy and digital guidelines for the new voice, tone, and style.

  • Coach the in-house writers and content team on how to adapt the old content to the new brand direction, and to shift their existing writing style to the updated voice, tone, and style.

The examples below show an exercise at the early stages of the redesign project. The content strategist reviews and assesses existing content, identifies current issues with the communication style when it comes to effectively reaching their audiences, and provides examples of how to improve this existing content so it both aligns with web writing best practices and shifts from the old, company-centred brand communication style to the new, more effective, audience-focused style.

Client’s existing website text (left) with Judy’s assessment (right)

Judy’s revision suggestions (left) with web writing best practices and coaching notes (right)

Client’s existing website text (left) with Judy’s assessment (right)

Judy’s revision suggestions (left) with web writing best practices and coaching notes (right)

Client’s existing website text (left) with Judy’s assessment (right)

Judy’s revision suggestions (left) with web writing best practices and coaching notes (right)

Work Samples

A selection of Judy’s work is available for review below and includes a range of her skills, from writing examples to social campaigns to content and communication planning exercises and strategies.