John Moore Williams

Content Strategist

San Francisco, California

I design voices, systems, and content that spur action, inspire trust, and create fans.

Work Experience

  • Webflow

    Head of Content Strategy|Jul, 2015Current

    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)
  • InVision

    Director of Content Strategy |Oct, 2014Jun, 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
  • LinkedIn

    Senior Copywriter & Content Strategist|May, 2013Oct, 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
  • Esurance

    Senior Copywriter & UX Writer|Apr, 2011Apr, 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