I like writing useful, usable content that answers real questions for real people. I believe great content requires solid user research, efficient processes, and ongoing measurement. Oh, and I used to take a Sharpie into the bathroom in high school to correct graffiti that misused your and you're. True story.
A little more about me →
HomeAgain has been reuniting lost pets with their owners since 1995. Their stories are compelling, but SEO research revealed a gap: users didn't understand how the product worked, and were confused about the difference between basic and premium services. HomeAgain was rightfully proud of their product, but wasn't answering the questions that stood between a user and a purchase decision.
As part of a comprehensive website redesign, I rewrote copy to address these questions directly and revised the site's information architecture to reflect the new content structure. I worked with designers to build page templates that supported the content, and updated microcopy throughout the logged-in state to make microchip registration clearer for both new and returning customers.
AKK helps kids in foster care find their "no matter what" families, and the work behind the scenes is as complex as it is impactful. My current employer built a custom software platform to help match kids with prospective families. My job was to craft messaging for two distinct audiences: AKK staff navigating detailed child profiles, and prospective families making the leap from "we should do this" to "we're doing this."
I wrote system labels, instructional copy, and account flow content, including system-generated emails, for the account and profile creation steps for prospective families. I also wrote system labels and microcopy for the internally facing portion of the system. Both audiences needed language that balanced clarity and sensitivity at every step.
As an add-on, I helped AKK staff use Open Graph metadata to ensure children's public profiles looked their best when shared on social media.
The Kansas City Zoo & Aquarium has been a client of my current employer since 2019, when we completed a full website redesign and migration. We've been supporting and evolving the site ever since, and we're now building a custom mobile app. We're in the process of completing user acceptance testing and the app is scheduled to launch in late April 2026.
My role includes writing app store content and working with our lead designer to create onboarding and in-app copy and labels. I'm also revising post-purchase ticket emails to bridge the gap between buying tickets on the website and storing them in the app.
Since I'm the resident metrics evangelist, I'm leading the measurement strategy effort for the app. Working with our development team, I'm using Firebase SDK and custom event tracking to answer key questions about how visitors use the app: what they tap, what they explore, whether they allow location access, save to their wallet, or show interest in buying tickets from within the app.
Data streams for iOS and Android will feed into the Zoo's existing Google Analytics property. We'll incorporate the app data into an existing Looker Studio dashboard and use it to inform decisions about features and interactions for future app releases.
Vence had just been acquired by Merck Animal Health when we came on board. The product, a virtual fencing system that lets ranchers manage livestock movement without physical infrastructure, was genuinely innovative. The proposed new website copy, developed by a well-respected marketing firm with deep industry experience, reflected that enthusiasm. What it didn't reflect was how the product actually worked, or what it cost.
Marketing copy and UX-driven web copy are not the same thing. Ranchers can be sold on a vision, but they need plain answers to practical questions before they'll consider a conversation. Working with a designer, I developed "how it works" content supported by custom illustrations, which described the equipment itself as well as the implementation process and the hands-on support that Vence provides.
We also added a pricing page to address another practical concern: cost. We led with an H1 that addressed the question directly, "How much does virtual fencing cost?" then crafted content around return on investment and highlighted grant availability. This acknowledged the question without getting into specifics, which can vary widely based on the needs of each ranching operation.
Testimonial videos, placed next to the contact form with a "Still on the fence?" callout, provided ranchers with additional proof points to explore. Articles and external sources that covered the topic of virtual fencing added credibility, and a new information architecture tied it all together.
I started my writing career at my hometown newspaper while I was still in high school. The owner and editor, a kind, larger-than-life character, taught me that writing is about clarity, and that pretty much everything else in life is about relationships and community.
I went to the University of Kansas and majored in journalism. My professors — several of whom were blunt, world-weary types — taught me how to take constructive criticism and how not to get emotionally attached to my own words. I only cried a couple of times, I swear.
Eventually, I sat down in front of a computer and started traipsing around inside systems I had no business being in. I got over my fear of asking dumb questions, and I got a lot of smart answers in return. Turns out there was a whole career at the intersection of content, technology, and process, and it fit me just right.
I think that starting out in journalism, rather than advertising or marketing, gave me an advantage as technology evolved and UX writing became "a thing." Journalists ask a lot of questions. They write to inform and explain, not to persuade or sell. It's an approach that works well in content strategy.
I still ask dumb questions. I still write for clarity. And I still believe in the power of relationships and community. I love to work with organizations that value curiosity and appreciate content's role in connecting with people.
I'm currently looking for new opportunities. Review my LinkedIn profile for my work history, and let's explore what I can bring to your organization.
Here's a little more about who I am and what I do when I'm not correcting bathroom-stall grammar or pontificating about Google Analytics.