Messaging & Content Strategy
Below is client work from four years at DG+, where I was client lead, primary writer, and marketing strategist across 15+ accounts.
Strategy
I rebuilt the site from the architecture up—messaging framework, information architecture, and all page copy across the subscriber, developer, about, support, and partner paths. I split the site by audience at the top level, giving subscribers and developers each their own messaging hierarchy and conversion path, unified by a single positioning line. Renters and homeowners got plain language and a frictionless sign-up; developers and financiers got technical credibility, MW managed, and a path to a demo. One voice, two vocabularies. I built compliance into the copy rather than bolting it on, with disclaimers written to read naturally, and kept the brand distinctive where it needed to be and invisible where partners put their own name on it. With little SME time available, I extracted the product and market detail myself and ran a consolidated review process built for a short-staffed team.
SunCentral
Role: Content strategy, site architecture & full website rewrite
SunCentral is a white-labeled community solar platform from Pivot Energy. It sells software and management services to solar developers, asset owners, financiers, and utilities, who use it to acquire and manage the subscribers on their projects.
Challenge
The existing site tried to speak to everyone at once and ended up explaining the product to no one. SunCentral requires explaining twice: most people don't understand community solar to begin with, and SunCentral sits a layer above that, as the software connecting subscribers to the developers who own the projects. Two constraints made it harder. Savings vary by state and utility program, so every claim had to be qualified. And the brand had to stay neutral enough to power partners' white-labeled experiences while still borrowing credibility from Pivot. The client was also short-staffed, with limited subject-matter-expert time to give.
Impact
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
Role: Positioning, web copy, and strategy · Case study
Ric Benefits is a rainfall-triggered employee benefit that pays workers fast, automatic cash when extreme weather disrupts daily life — no claims process, no proof of loss.
Challenge
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.
SunCentral
Role: Content strategy, site architecture & full website rewrite
White-labeled community solar software from Pivot Energy, sold to developers, financiers, and utilities to acquire and manage subscribers.
Challenge: A product that has to be explained twice — community solar, then the software above it — on a site that spoke to everyone and reached no one, with compliance and white-label constraints and a short-staffed client.
Ric Benefits
A bold reimagining of a timeless brand.
Ric Benefits
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 — no claims process, no proof of loss.
I wrote the positioning and web copy for 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. 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 two readers at once — employers evaluating the benefit and employees picturing the payout — so an unfamiliar model clicks on first read.
Navisun
Role: Brand messaging, website overhaul & ongoing content
Navisun is an American solar independent power producer (IPP) that develops, finances, builds, owns, and operates distributed generation and small utility-scale solar and storage projects.
Working directly with the C-suite, I led a full messaging refresh that redefined Navisun's voice and positioning in the distributed solar and storage market. I rewrote the website to lead with their mission, values, and differentiators, then built and ran the content strategy behind it — blog posts, case studies, and social copy that turned project milestones into industry credibility. Social media growth doubled year over year.
Western Resource Advocates
Role: Narrative development & web content
Case study
Western Resource Advocates is a conservation nonprofit working across the Interior West to protect the region's land, air, and water.
I rewrote and restructured WRA's Colorado River content, turning a dense, data-heavy page into a clear, action-oriented resource for a general audience. I translated the mechanics of water rights and basin conservation into plain language, working with WRA stakeholders to hold the organization's mission and tone throughout. I also conducted interviews to bring Tribal perspectives onto the page directly — Indigenous voices have been historically excluded from Colorado River management, and including them was a structural requirement of the rewrite rather than a supplement to 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."
Power Innovations International (Pii)
Role: Thought leadership & design
Case study
Pii is a global power management company and LITEON subsidiary that builds DC fast chargers, uninterruptible power supplies, and power distribution systems for critical and rugged applications.
I wrote a series of concise, high-impact thought leadership articles positioning Pii's engineers as a credible voice on EV charging infrastructure, built to earn technical authority, improve search visibility, and pull qualified leads in a crowded market. I also designed a dedicated newsletter landing page for Pii's placement with EE Power, the electrical engineering trade publication. The work landed in EE Power, Charged EVs, and The EV Report, generating backlinks that drove measurable growth in site traffic.
DSD Renewables
Role: Content, marketing strategy, executive thought leadership
DSD Renewables develops, owns, and operates commercial and industrial solar and storage projects across the US.
I was DSD's strategic content partner for more than three years, writing 30+ pieces across web content, rooftop solar guides, case studies, and marketing collateral. A large share was thought leadership ghostwritten for their engineers, VP of finance, and other subject matter experts — holding a distinct voice for each while keeping everything recognizably DSD. Researching a piece on Illinois, an emerging market for them, I surfaced a net metering deadline their policy team hadn't flagged. That finding reframed the article around a closing window and gave readers a reason to move. DSD became one of the agency's longest-running client relationships.
Freestone Renewables
Role: Brand messaging & website creative direction
Case study
Freestone Renewables is a solar, wind, and storage developer working with landowners across the continental US, built by a team that came out of oil and gas water infrastructure.
I built Freestone's core messaging from nothing. The company had just pivoted from midstream water services into renewables and had no brand language to work from, so I ran stakeholder interviews to find what the team's oil and gas background actually made them good at, then wrote positioning that turned that history into credibility rather than something to explain away. I wrote and structured the full website on that foundation, translating renewable development for an audience of landowners, utilities, and municipalities who mostly weren't energy people.