Process

Discovery: I noticed the content focused on listing service mentions and lacked a focus on customer pain points and the value propositions of the business. I learned that sales reps had a high conversion rate for higher-value customers via phone calls.  

Research: Developed a new set of high-intent SEO keywords centered on “OSHA hazardous waste compliance,” “avoid OSHA fines,” and local disposal solutions for Georgia.

Content Strategy: Built the copy around StoryBrand principles, using a narrative that starts with customer risk and frustration, followed by clear solutions and expert-driven calls to action. I included a mobile-friendly phone call CTA along with the email inquiry button to serve quick disposal customers and businesses who needed compliance experts and training.

Infographics: Collaborated with the client to collect operational and compliance data to illustrate the need and value propositions using statistics.

Copywriting: Transitioned bulleted copy and CTAs from service-focused language to focus on needs and outcomes.

Writing sample:

To read the updated copy, download the full page PDF.