John Moore Williams

As a staff content strategist and team lead, I:

• Co-designed an information architecture and navigation system that unites Google Ads’ 80 distinct apps into a single, cohesive experience, improving navigation efficiency by 1.5%
• Evolved that information architecture by developing a brand architecture that wove a coherent, process-based narrative around the products’ many pillars
• Won a UX Writing Award in H1 2022 for my work on advertiser verification
• Led content design systems work for Ads Standards, the Ads Platform design system, and represent content design in design systems office hours
• Led content governance efforts, including the implementation of terminology and style checks on code at the presubmit stage
• Led our weekly content workshop, a cross-functional space for critique of work at any stage of the process

At Webflow, I led on all things content, from in-product guidance to marketing copy to our blog. I developed Webflow's voice, tone, and style guides (and built the website that houses them: http://editorial-style.webflow.io/); 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 https://webflow.com/ix2, which was featured in Boing Boing: https://boingboing.net/2017/10/25/the-history-of-the-web-in-20-s.html
• Oversee all our social channels (with 53k followers on Facebook and over 19k on Twitter)

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

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: https://www.youtube.com/watch?v=f16YqkyHqrY
• 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

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