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John Moore Williams

Content Strategist
San Francisco, California
I design voices, systems, and content that spur action, inspire trust, and create fans.

Work Experience


Head of Content Strategy

Jul, 2015 - Current

At Webflow, I take the lead on all things content, from in-product microcopy to marketing copy to our blog. I developed Webflow's voice, tone, and style guides (and built the website that houses them:; provide oversight on help center content; and developed guidelines for in-product content.

  • Built our blog from near-nothing to over a half million subscribers
  • Created and maintain the voice and tone, messaging, and content patterns portions of our brand style guide:
  • Launched three web-books with 10,000+ pageviews each—and ~5% conversion rate
  • Concepted and wrote, which was featured in Boing Boing:
  • Oversee all our social channels (with 53k followers on Facebook and over 19k on Twitter)


Director of Content Strategy

Oct, 2014 - Jun, 2015

I defined InVision's voice and tone, shaped the style guide, and brought a lively, human voice to every blog post, email, and landing page the company produced. I also played a key role in transforming the InVision blog into a design industry destination with over 1 million readers, providing guidance on a redesign, managing the editorial calendar, and editing each post for alignment with the brand.

  • Increased CTR on large-list emails by an average of 6% over six months
  • Improved blog traffic by 243% over 6 months
  • Lowered post bounce rate on articles by an average of 20% over 6 months
  • Increased product sign-ups by over 25% in one quarter


Senior Copywriter & Content Strategist

May, 2013 - Oct, 2014

After a year overseeing in-product copy, emails, and marketing materials as a content strategist on LinkedIn's Team Money (monetized product group), I transitioned to the Brand & Marketing team, where I served as the lead copywriter for all B2B product marketing materials.

  • Wrote the script for the video "Fill in the _____", a key element for the launch of LinkedIn's educational products. You can check it out here:
  • Revised the LinkedIn Premium upgrade flow, leading to a 68% drop in refund requests and a 3 to 5% increase in lifetime value
  • Determined content strategy, tone, and wrote all copy for LinkedIn Sales Navigator, the desktop and mobile app for salespeople
  • Wrote the tagline, in-product copy, and marketing materials for LinkedIn Job Seeker, the mobile jobs app


Senior Copywriter & UX Writer

Apr, 2011 - Apr, 2013

Hired on as an SEO content copywriter, I eventually took over most in-product content projects, acted as lead ad copywriter for various sponsorships and partnerships, and coordinated a site content audit that led to significant performance improvements.

  • Led most in-product content efforts (including registration and payment flows, the mobile app, and member area)
  • Served as lead copywriter for Esurance Mobile, the Coverage Counselor, and a mobile insurance payment flow
  • Covered sponsorships of the Golden State Warriors, South by Southwest, and various music festivals


University of California at Berkeley



  • Content strategy
  • Content modeling
  • Copywriting
  • Blogging
  • Editing
  • User experience
  • Wireframing
  • Design
  • Associated Press Style
  • Chicago Manual of Style