Work Samples

Telecommunications company - content strategy, copywriting coaching

Client: The corporate division of TELUS

Project Summary: Update the corporate (“About Us”) section of the website to match the newest brand evolution.

Role: Content Strategy, copywriting training and coaching of in-house  writing team.

Goal: Create a content and communication strategy to align the corporate site with the next evolution of the brand and to ensure the voice and style communicate effectively with the right audiences (employees, investors, the public, press, etc.).

Tasks included:

  • Creating a corporate content strategy and writing guidelines to support the latest brand direction. 

  • Updating the brand voice and tone style guide to ensure the language and communication styles match the different audiences the client needs to connect with. 

  • Ensuring the writing style shifts from corporate language and an internal-focused writing style to one that puts the information in a more relatable context for the reader. This meant shifting from vague, generic headings and intros to informative, thoughtful, and relevant language.

  • Coaching in-house subject matter experts and content creators on best practices for web writing.

The screenshots below show the evolution from the old site (right) to the new site (left) implementing the content strategy, the updated voice, tone, and style for corporate audiences, as well as repositioning the messaging to be more relevant and meaningful to readers. In addition, it shows the difference Judy’s guidelines and coaching make for content writers and contributors in the long term, by showing more effective titles, subtitles, and introductions using plain language and more powerful and informative word choices.

Examples: telus.com/about

New Home Page
Updated voice and tone, and more audience-oriented, informative and engaging headings and intros.

Old home page
Company-focused language and standard corporate headings and intros.

CEO Message:
Which would you rather read?

A bird’s-eye view of the before (right) and after (left) of the CEO message page illustrates the strong difference between a page with no content strategy or web writing coaching (right) vs. a page where the audience experience and content readability has been carefully considered and established (left).

The format of the old CEO message (right) used one uninformative heading year after year: “A message from…”. The long, essay-like format made it an extremely dense and intimidating read.

The lengthy paragraphs and lack of subheadings made it very difficult for the reader to skim or find information quickly, and because reading online, especially large paragraphs like these is difficult, it’s likely readers rarely made it to the end.

In addition, year after year, using the CEO’s photo as the only photo on this page made this message and the many before it feel repetitive and uninteresting.

The format of the new CEO message (left) uses multiple informative headings and subheadings featuring engaging language to invite readers into the corporate story.

The writing style also breaks topics up into smaller, reader-friendly paragraphs to avoid overwhelming the reader. It also enables readers to skim the information to find what interests them most.

And the addition of images and block quotes helps break up the density of the information overall and gives the whole page a more engaging, magazine-article feel.

Work Samples

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