Content Strategy & UX Samples

Here’s some of my best work providing brand storytelling content, UX, strategy, and more.

 

Auction.com

As one the nation’s leading online real estate marketplace, Auction.com serves a variety of audiences with specific use cases. In 2018, I worked in-house with their product and marketing teams to provide user experience consulting and content strategy. 

Major projects included developing user flow and messaging through an updated checkout process, completely rebuilding and rewriting the help center, and writing a new multi-step transactional email flow.

UX, Content Strategy, and Web Design Samples

Bidder Registration

When I came aboard the Auction.com team, one of the chief challenges was a disconnect between the marketing and product teams. I worked closely with their staff content strategist as a UX  consultant to help bridge the product experience and messaging between departments.

One of our successful projects was applying user research, stakeholder interviews, and site analytics to determine how to improve the bidder registration. This step was a critical determinant for whether a user would successfully complete a transaction on the platform or not.

UX, Content Strategy, and Web Design Samples

Help Center

While HGTV makes purchasing auction properties seem simple, the reality is much more nuanced. Rules and procedures vary by auction type, who is selling the property, and even county or state laws.

Auction.com wanted to reposition its Help Center as a multi-functional resource for users, sales teams, and marketing. I led the content strategy and creation for this project. This included setting measurable project goals and objectives, reviewing data (including user research and analytics) to establish information architecture, running user tests on proposed wireframes, and creating page content.


Santa Clara Law

As the Digital Media Team Lead, I oversaw and contributed to several projects enhancing storytelling on our website.

This included front-end content strategy, such as developing audience personas, user journeys, site content, style guidelines, and new page templates. But it also included back-end content strategy such as structure content, information architecture, content models, and more.

While leading digital media, I originated, planned, and managed an enterprise WordPress site migration from an on-premise to cloud-based server.

Santa Clara Law homepage 7/2016

UX-Focused Website Design

As one of my first projects with Santa Clara Law, I applied my content strategy expertise to develop a content-focused redesign of the site.

Read more about how this approach was critical to the long-term success of our site.

NCIP Home Page 5/2016

NCIP Site Redesign

Northern California Innocence Project (NCIP) wanted to enhance the way they told their organization’s story. Their compelling work deserved great storytelling, but they were under deadline to finish before a major fundraising event.

Read more about how my team developed a new NCIP site in a matter of weeks – all without a developer.

charney hall scholarships 1

About Us: A Bold Vision

Through a collaboration with the SCU development team, I worked to create a microsite for the upcoming Howard S. Alida S. Charney Hall of Law. Our team worked together to identify strategic priorities, define a content structure that served those priorities, and craft messaging that shared our story.

View the microsite.

santa clara law admissions

Santa Clara Law Admissions Funnel

As one of my earliest projects with Santa Clara Law, I worked to apply a conversion-focused approach to the Admissions experience. The team worked to identify audiences, needs, and interests. Then I crafted messaging with the help of the Admissions team members. Our funnel approach (borrowed from the ecommerce space) helped improve overall applications and exceed expectations in a down year.

View the Admissions portal at Santa Clara Law.

Practically Unhackable by Intel

Safe browsing education for consumers. I worked with an agency team to develop content around Intel’s Practically Unhackable campaign. Though the site is no longer live, here are the topics I covered.

malware

Malware

How do you get malware? It usually starts by clicking something you shouldn’t have. Be careful where you click. 

safe browsing 1

Safe Browsing

You can never be sure that a link in an email is safe to click, even if it looks like a friend sent it to you.

ransomware

Ransomware

You may have heard about “ransomware” on the news, but what is it?

 

Other Content Strategy and UX

I’ve worked with over 50 clients to enhance their organizational storytelling through great content strategy. From planning site content from the beginning to rebranding to developing site wireframes, I’ve provided a broad range of services to help my clients deliver powerful experiences to their users.

Home Ardusat technology

Because Learning

Providing hands-on science experiments, coding lessons and more, Because Learning enhances STEM curricula. I helped the team identify target audiences, clarify their organizational messaging, and develop website content.

Visit the site to see my work.

english majors guide homepage

English Major’s Guide

A personal passion project, this site leads English majors into the unfamiliar world of professional development. The challenge was offering simple navigation to a variety of fields and interests held by my audience. I solved this problem by combining web design elements and an easy-to-follow structure.

Visit the site.

homeshare homepage screenshot

HomeShare

The HomeShare team had a great service, but no website to tell their story. I worked closely with the founder to craft their messaging, make website wireframes, and write their entire website copy to show visitors what HomeShare can do for them.

adraba homepage

Adraba

The Adraba team knew they needed better website messaging, but they had no idea where to begin. I provided content strategy consultation to help them develop the right information architecture for their site. Then I worked with their subject matter experts to translate their ideas into compelling web content. Through our work, we turned complex engagement models into simple-to-understand concepts for prospective clients.

Content Process & Samples

Over my years of experience creating web content, I’ve developed a process that successfully leverages subject matter expertise. For example, though I may not be an expert on constitutional law, I know how to work with constitutional law experts to create compelling web content on the subject.

Here’s my basic process:

  1. Determine measurable business goals.
  2. Interview subject matter experts and customers.
  3. Research audience data and site analytics.
  4. Draft proposed deliverables. This may include information architecture, content, or user flows.
  5. Perform user testing on drafts. (As much as possible.)
  6. Create final deliverables.
  7. Measure performance, iterate, and improve until goals are achieved.

Healthcare Industry Samples

As a Senior Conversion Copywriter with TRAFFIK (an Inc 5000 agency in Irvine, CA), I wrote conversion-centered marketing copy for numerous local and national brands. This included Blue Shield & Blue Cross, Prospect Medical Group, Matrix Medical Network, and many others.

(The following samples are for evaluation of my copywriting work only and may not be used for any other purpose.)

Tech Industry Samples

For a downloadable Google Doc with samples of my recent tech industry work, click here.

Please see the below list for samples of my recent work.

Whitepapers

I also recently completed learning modules for a private SEO training academy:

If you want to see more samples, please don’t hesitate to email matt@matthallwritescopy.com and let me know what you need.