Messaging & Content Strategy

Below is client work from four years at DG+, where I was client lead, primary writer, and marketing strategist for 15+ accounts across clean energy, climate tech, and environmental NGOs.

SunCentral

Role: Content strategy, site architecture & full website rewrite

SunCentral is a white-labeled community solar platform from Pivot Energy. It provides project owners, operators, and utilities a unique platform to manage community solar subscriptions, while also allowing subscribers to access information easily.

  • The challenge was rearchitecting SunCentral’s digital footprint to serve a complex B2B2C audience ecosystem through a single domain. The website had to simultaneously convert everyday consumers looking for utility savings and prove enterprise-grade SaaS capability to institutional energy developers and financiers. These audiences possessed completely opposite technical fluencies, risk tolerances, and conversion goals. The project required executing a complete overhaul of the messaging framework, information architecture, and cross-page copy with minimal access to subject matter experts, all while balancing distinct brand visibility against white-label invisibility for enterprise partners.

  • I completely rebuilt the website from the architecture up, starting with a unified positioning line that anchored a top-level split in the information architecture. This allowed me to route renters and homeowners down a consumer path built on plain language and frictionless sign-ups, while simultaneously funneling developers and financiers toward technical credibility, metrics like megawatts (MW) managed, and a clear path to a demo. By implementing this "one voice, two vocabularies" framework, I was able to preserve distinct brand authority on core pages while keeping the copy strategically invisible on white-label surfaces for enterprise partners. Finally, to ensure a smooth launch, I independently extracted the necessary product and market data to bypass low SME availability, baked compliance disclaimers naturally into the narrative copy rather than bolting them on, and ran a consolidated review process optimized for a short-staffed team.

  • A site that could be handed to a white-label partner and a first-time subscriber on the same day and make sense to both. Delivered on schedule despite the staffing gap.

Ric Benefits

  • A product with no familiar category to lean on. Health and property insurance explain themselves; a parametric weather benefit doesn't, and the old site buried the fundamentals under competing information. Ric was a two-person team with little budget and less time, and they needed a site that could explain a first-of-its-kind product to two very different readers—the employer deciding whether to offer it and the employee trying to picture what they'd actually get.

  • I reworked the messaging hierarchy so the value proposition lands in the first line, translated the rainfall-trigger mechanism into language an employee can grasp in one pass, and wrote for both readers at once—employers evaluating the benefit, employees picturing the payout—so an unfamiliar model clicks on first read. With a client this small, the process had to be lean: tight scope, few review rounds, and copy that didn't need a big team to maintain.

  • A new site that explains a first-of-its-kind product in the first line, delivered in a six-week turnaround over the holidays—positioning, copy, and site, for a two-person team that couldn't afford a longer process.

Role: Positioning, web copy, and strategy

Ric Benefits is a rainfall-triggered employee benefit that pays workers fast, automatic cash when extreme weather disrupts daily life.

DSD Renewables

Role: Content strategy, ghostwriting & web strategy

DSD Renewables develops, owns, and operates commercial and industrial solar and storage projects across the US.

  • DSD is a technical company selling to sophisticated buyers: commercial property owners, developers, and finance partners who want to hear from engineers and policy experts, not marketers. DSD needed two things from content at once. It had to sound like their own people, in voices that were credible on the details, and it had to earn organic search visibility in a market where every developer was competing for the same terms. The people with the expertise didn't have time to write, and one-off pieces weren't going to move rankings; it took a steady, strategic output across products, markets, and audiences.

  • I was DSD's strategic content partner for more than three years, writing 30-plus pieces: web content, case studies, one-pagers, blog posts, and marketing collateral. Every piece was built around a target keyword set, so the content did double duty as expertise and as search visibility. A large share was thought leadership ghostwritten for their engineers, VP of finance, and policy staff, holding a distinct voice for each while keeping everything recognizably DSD. The biggest single lift was a 19-page commercial rooftop solar guide, written with DSD's engineering, construction, and finance teams, that walks a building owner from site analysis through construction, financing, and O&M.

    The research was mine too. Working on a piece about Illinois, an emerging market for them, I found a net metering deadline their own policy team hadn't flagged, and rebuilt the article around a closing window that gave readers a reason to act.

    As the relationship matured, the scope grew: in 2025 I led web strategy for a site expansion, writing page briefs and a Semrush-based target keyword list to guide six new pages.

  • More than three years, 30-plus pieces, and a scope that grew from content into website strategy. DSD became one of the agency's longest-running client relationships.

Navisun

Role: Brand messaging & website creative direction

Navisun is an American solar independent power producer that develops, finances, builds, owns, and operates distributed generation and small utility-scale solar and storage projects.

  • Navisun hired DG+ on a monthly retainer for strategy, communications, content, and creative support, with a scope the CEO had set during the sales process. A couple of months in, the problem was clear: everything we were producing—press releases, content, collateral—pointed people back to a website that didn't do the company justice. We were driving traffic to a weak first impression.

  • I pumped the brakes. I made the case to the C-suite that the website had to come first, wrote a new scope for a full messaging and site overhaul on top of the existing retainer, and got it approved. I led the messaging refresh that redefined Navisun's voice and positioning in distributed solar and storage, rewrote the site to lead with mission, values, and differentiators, then picked the content strategy back up on that foundation: blog posts, case studies, and social copy that turned project milestones into industry credibility.

  • A larger engagement and a better one. Navisun got a website that matched the quality of its projects, and the content program had somewhere worth sending people. Social media growth doubled year over year.

Freestone Renewables

Role: Brand messaging & website creative direction

Freestone Renewables is a solar, wind, and storage developer with a focus on land stewardship, working with landowners, utilities, municipalities, and industry partners across the US.

  • Freestone had just pivoted from midstream water services into renewables and had no brand language at all. The team's oil and gas background was the obvious thing to explain away, but it was also what made them credible with the people they needed to reach: landowners, utilities, and municipalities who mostly weren't energy people and had heard plenty of pitches from developers who didn't understand their world.

  • I ran internal interviews and a competitive analysis to find what the team's background actually made them good at, then wrote positioning that made that history the reason to trust them, paired with the land stewardship approach that set them apart from other developers. On that foundation I wrote and structured the full website for two readers at once: landowners learning what renewable development could mean for their property, and industry partners evaluating Freestone as a collaborator. I also wrote the leave-behind sales collateral so the story held up off the website.

  • A complete brand voice and website built from a logo up, plus sales collateral, giving a new company its first public face and a foundation to grow from.

Western Resource Advocates

Role: Narrative development & web content · Pro bono, through DG+

Western Resource Advocates is a conservation nonprofit working across the Interior West to protect the region's land, air, and water.

  • WRA's Colorado River page held some of the most important content on its site and almost nobody stayed on it. It was dense and data-heavy, written for people who already understood water rights and basin management, and it gave a general reader no clear path from concern to action. It also had a gap the organization cared about: Indigenous perspectives have been historically excluded from Colorado River management, and they weren't on the page.

  • I rewrote and restructured the page from the reader's side, translating the mechanics of water rights and basin conservation into plain language and organizing it around what a person can actually do. I worked with WRA's staff to hold the organization's mission and tone throughout. And I conducted interviews to bring Tribal voices onto the page directly. That wasn't an addition to the rewrite; it was a structural requirement of it.

  • Average engagement time rose from 1:20 to 2:20, and the page now ranks second or third on Google for "Colorado River problems and solutions."

Previous

Brand Strategy