I managed website content and blog strategy for a range of affiliate comparison sites, launching a few of them, including home security, meal delivery, and online games, from scratch. This covered sectors including mattresses, dating, invisible braces, medical alert systems, home security, meal delivery, online games, and online psychic readings.

Working across this many verticals for a year and a half taught me what actually drives a buying decision versus what just sounds persuasive. Every site lives or dies on conversion, so I spent that time testing copy, headlines, and CTA placement to learn what wording and structure genuinely moves someone from reading a comparison to clicking through to a brand.

I also led the company’s shift from written to video content for YouTube and TikTok, writing scripts and briefing creators, and working with an agency to choose the right creators for each site. Alongside content strategy, I managed a team of around seven freelance writers and designers, using briefs, style guides, and ongoing feedback to keep quality and tone consistent across every site in the network.

Featured links:
Top 5 Mattresses

How I worked:
Building from scratch: Launched the home security, meal delivery, and online games sites from the ground up, setting the content strategy and structure before a single page went live.

Testing what converts: Ran A/B tests on CTA placement across pages, using the results to inform copy and layout decisions on an ongoing basis instead of relying on guesswork.

The shift to video: Wrote video scripts and briefed creators for YouTube and TikTok, working with an agency to source the right creators for each site and vertical.

Managing the team: Briefed and managed a team of around seven freelance writers and designers, using style guides and regular feedback to keep quality and voice consistent across every site.