Copywriting & editing
Over the past decade, I have garnered extensive experience in copywriting and editing across a wide range of content types, including web copy, articles, social media posts, scripts, emails, ads and other marketing collateral. My work involves crafting clear persuasive messages tailored to specific audiences, ensuring consistency with brand voice and tone. I have a strong track record of producing SEO-optimized content that drives engagement and achieves business objectives. My meticulous attention to detail is matched only by my crusade against the Oxford comma. This approach ensures that all materials are polished, concise and impactful, enhancing clarity and effectiveness. This diverse experience has equipped me with the versatility to adapt my writing style to various formats, mediums and platforms.
An example was the reimagining of Silicon Valley Bank’s (SVB) Careers and Talent pages. My role was pivotal in copywriting, editing, SEO optimization and content architecture. This comprehensive revamp aimed to enhance user experience, attract top talent and reinforce SVB’s commitment to a workforce that reflected the company’s values.
The copywriting for Silicon Valley Bank’s (SVB) Careers and Talent pages was a critical component of the project, focusing on creating compelling, engaging and SEO-optimized content that would attract top talent while accurately reflecting the company’s values and culture.
The first step in the copywriting process was to define the tone and messaging that would resonate with SVB’s diverse talent audience. This involved crafting a voice that was professional yet approachable, reflecting SVB’s inclusive and innovative corporate culture. The messaging needed to appeal to various segments including experienced professionals, recent graduates and individuals seeking entry-level positions.
Attention-grabbing headlines were developed to draw users into the content. These headlines were designed to be clear and direct, highlighting the benefits of working at SVB and encouraging further exploration. Examples include “Let’s Build for the Future,” “Join Our Team,” and “Expand Your Career Horizon with SVB.” Each headline was paired with compelling calls-to-action (CTAs) that guided users to relevant sections of the site or encouraged them to apply for open positions.
CTAs were strategically placed throughout the pages to maintain user engagement and drive conversions. Phrases like “Search Career Opportunities,” “Learn More,” and “Join Us” were used to prompt immediate action. The CTAs were crafted to be both inviting and directive, providing a clear next step for users interested in exploring career opportunities at SVB.
The language used in sections about employee experience and diversity was inclusive and empowering, showcasing SVB’s dedication to creating a workplace where everyone can thrive. Phrases like “Fostering a Culture of Belonging” and “Living Our Values” were used to reinforce the message that SVB values diversity and actively works to support it.
Throughout the copywriting process, SEO best practices were employed to ensure maximum visibility. Keywords relevant to the financial services industry, career growth and diversity initiatives were seamlessly integrated into the copy. This included terms like “financial innovation,” “inclusive workplace,” and “career development.” The aim was to optimize the content for search engines without compromising the natural flow and readability of the text.
The copy was continuously refined to maintain consistency with SVB’s brand voice and style guide. This involved multiple rounds of editing and feedback, ensuring that all content was polished, accurate and aligned with the company’s messaging goals.
Furthermore, the content strategy emphasized authentic storytelling, with a focus on employee experiences and testimonials. This approach helped to humanize the brand and provide potential applicants with a genuine sense of what it’s like to work at SVB. The integration of new images, added a dynamic layer to the content, making it more engaging.
The result was a well-organized, visually appealing, and highly functional set of webpages that aligned with SVB’s strategic goals and supported a 2x increase in the global workforce. This transformation enhanced user engagement, increased the site’s appeal to top talent, and reinforced SVB’s reputation as a forward-thinking employer committed to diversity and inclusion.
