Independent content strategist · Philadelphia
I help complicated websites make sense.
For over 10 years I’ve led content strategy, SEO, and UX writing for pharma, healthcare, higher ed, finance, federal and more, turning dense, regulated details into clear content for readers.
Open for new projects
Working with brands and agencies.
Selected clients and agency partners
- Vanguard
- GSK
- National Cancer Institute
- U.S. Department of Education
- CDC
- The World Bank
- Mars
- Weber Shandwick
- Publicis Sapient
- Publicis Health Media
- Huge
- Biogen
- Acadia Pharmaceuticals
- Arrowhead Pharmaceuticals
- Phreesia
What I can take off your plate
I can come in for a single audit or stay through launch.
01
Content strategy & architecture
Audits, sitemaps, content models and governance. The goal is a site you can keep adding to without it turning into a maze.
02
Regulated & MLR-ready content
I’ve spent years taking pharma and financial content through MLR and compliance review. I write it so it gets approved and still makes sense to the patient or investor reading it.
03
UX writing & content design
I write page copy and microcopy in Figma alongside your designers, then test it in Maze and see how people use it in Clarity. On Medicare Advantage plan sites, A/B tests I designed doubled conversion rates.
04
SEO and AI search
Keyword research, page structure and the writing itself, so your pages rank in Google and get picked up in AI answers.
Selected work
A closer look at the work
Federal health
SEO content strategy for federal health agency’s side-effect pages.
I led SEO research and content strategy for patient pages on cancer side effects like fatigue, nausea and ascites, consolidating overlapping pages and advising on the Spanish versions alongside a translator. I also led the move of three standalone research-program websites, each with hundreds of pages or more, into the agency’s main site, with a new information architecture and redirect plan.
In the three months after launch, visits to the English fatigue page more than doubled and it reached the top Google result for “cancer fatigue.” A new page on ascites that I proposed drew 8,000 visits in its first three months.
Financial services
A modular content framework for investor education
For a large investment firm, I built a modular content framework and wrote investor guides, including one for new parents and an explainer on Treasury bonds. Each piece had to work for marketing, SEO, UX and the business at the same time.
Pharma & biotech
Brand sites, launches and pipeline pages
Content strategy and UX writing for prescription brand sites, a product launch, a biotech’s homepage and pipeline pages, and a corporate “Our Medicines” hub. On one patient-site redesign, we cut what patients didn’t need, gathered all the cost and savings information into one section after research showed cost was a top concern, and rewrote treatment pages that patients had found confusing. Every page went through MLR.
A rare-disease treatment site’s new condition-education page reached page one of Google, cut paid search cost per click 46% and raised ad click-through 165%.
Retargeting a brand page to a much bigger search took it from page 7 to page 1 of Google, cut cost per click 41% and saved $620K in paid search over six months.
Splitting a page that covered both a condition and its treatment into two pages grew organic traffic to the new pages 840% year over year.
Download links rewritten for where the reader was in their journey raised downloads of one key PDF by 339%.
Taxonomy & site structure
Taxonomies and structure for large, sprawling sites
For a global development institution, I audited hundreds of existing CMS tags and built a new website taxonomy covering geography, topics, projects, research and news, with clear rules for authors. I also helped build the taxonomy for a global food company’s brand directory, consolidate a federal agency’s childhood vaccine pages, and reorganize a pain-relief brand’s FAQ around what people search for.
How we’d work together
Step 1
Listen and audit
We begin with a stakeholder kickoff. Then I go through your content, analytics and search data to see what’s holding the site back.
Step 2
Plan the content
I document the plan, including the sitemap, page priorities and messaging, in a form your designers and developers can build from.
Step 3
Write, test, hand off
I write the copy, get it through review and test the pages that matter most. Then I hand it off with guidelines and a plan for who keeps it current after launch.
Project
A defined scope, like an audit, a site section or a launch.
Monthly retainer
A set number of hours each month for strategy and writing.
Agency bench
I join your team as a senior content strategist on client accounts.
About
Hi, I’m Christian.
I’ve spent my career working on websites. On many sites the challenge was the same: too much important information and too many people needed to approve it. The solution is different for each client, but a common need is clarity. Complex websites need clear planning, in-depth research, defined strategy, collaborative publishing, and long-term governance. I can help you with that and more.
I work independently out of Philadelphia with clients all around the world.
Tools I work in
- Figma
- Microsoft Clarity
- Semrush
- Moz
- Ahrefs
- Drupal
- Adobe Experience Manager and other CMS & DAM platforms
- Generative AI (drafts and content variants)
Have a project in mind?
Tell me a little about it. I reply to every message within two business days.
Email
[email protected]
Start with a quick note
A few lines is plenty: what you’re working on, your timeline, and whether you’re a brand or an agency. I’ll reply with next steps or a time to talk.