How I Help

I partner with small business owners and savvy nonprofit and B2B marketers to create high-value content that increases audience engagement and boosts revenue.

My services include:

  • Creating content that generate leads and converts prospects into new customers
  • Editing and updating your existing print or online marketing content
  • Team-based training to help your team write for today’s fickle online readers

Writing Online Content That Attracts Readers

Half-day workshop

Attracting readers to your organization’s online content requires providing concise, engaging content that meets your audience’s expectations. This half-day workshop is designed to help teams learn how to create targeted, audience-friendly content.


We will create a user persona that reflects one of your key audience segments. Once that’s done, we will refer back to that user persona as we discuss the principles of effective online writing and content presentation.


This approach helps your team learn how to decide what content has a greater chance of generating audience engagement.

The workshop allows for lots of time to work through the principles via in-class exercises and for participants to receive immediate feedback.


Pricing varies depending on group size and whether it will be held online or in person.

Learning Objectives

At the end of this course, participants will be able to:

  • Create user personas to identify key audience segments
  • Identify the key principles of conversational style online writing
  • Rewrite complex messages into simpler concepts suitable for online audiences
  • Structure content to make it easier for readers to find the information they need

Who Should Attend

  • Web communications managers
  • Web editors and writers
  • Anyone who writes or updates website content for their organization

Course Outline

Welcome & User Personas

Welcome participants. Introduce the course outline and framework. Discuss the components of a user persona and how it can help writers to develop online content that attracts and engages readers.

Conversational-style Writing

Discuss the components of conversational-style online writing and why it attracts online audiences. Use before and after examples to illustrate the differences between formal and informal writing.

Simplifying Your Messaging

Continue the discussion of conversational-style online writing.

Writing for Scanners

Discuss strategies that aid in online reading comprehension. Discuss opening hooks, calls to action, headlines, subheads, lists and tables.

Mentoring Philosophy

I enjoy helping people to connect the dots. Whether it’s explaining why certain outcomes unfolded in a certain way, or how a particular approach may produce better outcomes, I help people to enrich their understanding of the world around them.

Breaking down challenging topics into clear, achievable milestones allows people to feel in control, enabling them to make important decisions.

And that is what good writing is: a series of choices.

My intent is to encourage my students make informed decisions to better achieve their goals. Adult learners bring unique experiences, talents and challenges to the learning process. But at the end of the day, I believe we all want the same thing—to create work that positively impacts the lives of the people we love and the communities we live in.

StrengthsFinder Profile: Futuristic, Relator, Learner, Individualization, Deliberative

Help your team build a stronger relationship with your target audience.

Request a quote today

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