Shasta Nelson, a keynote speaker and author on social relationships, asked me to write a new bio that emphasized her credibility and the features that made her stand out from competitors—specifically, that she does not just focus on policy but instead teaches organizations actionable practices to create the high-trust relationships that produce this kind of company culture.

She also wanted to show a clear trajectory from her original work, which focused on friendship, to her current work, which was geared towards team-building, leadership, and designing more connected & supportive workplace cultures.

She needed something concise for use across her website, LinkedIn, and speakers bureau profiles, as well as a longer section for those interested in learning more about her background.

This was one of my first projects for Shasta during a complete overhaul of her website copy, so the first thing I did was research Shasta's competitors and produce a SWOT/competitive analysis. This was important both to identify opportunities to elevate her brand awareness both throughout her website and other avenues (such as social media), and to understand what keywords her competitors were using.

Then, I conducted further keyword research with Google Trends for use in her website copy and metadata. It was important that Shasta's copy be SEO-forward to boost her Google rankings and increase her chances of being hired for speaking engagements, so we wanted to ensure we were using the most frequently searched keywords for her subject of expertise several times throughout her site.