Website & Long-Form
Storytelling and strategy: the perfect union. And they really get to shine in long-form content. At Cielo, I contributed to a major website relaunch and created thought leadership content that consistently ranked among top drivers of organic clicks and engagement.
Click here to visit Cielo’s HR Transformation consulting page, shown above.
Contingent Workforce page
I met with senior leadership stakeholders to gather the information needed for the Contingent Workforce page. This content had previously been considered hard to effectively communicate, so having strong clarity on the content was important.
From there, I crafted the page from the ground up, interweaving targeted keywords and creating a clear view of what a contingent workforce is, why organizations benefit, and why Cielo is the right choice for this solution.
Click here to check out the Contingent Workforce page, shown below.
Other select pages
My work for the website spans core solutions and regional pages, the company story, thought leadership, case studies, and more. Check out some of the samples below:
Click here to visit Cielo’s case studies page, shown above.
Click here to visit Cielo’s regional homepage, shown above.
Click here to visit Cielo’s APAC regional page, shown above.
Click here to visit Cielo’s press room page, shown above.
Click here to visit Cielo’s events page, shown above.
Cielo’s website redesign
Copywriting ✦ Content Strategy ✦ Stakeholder Collaboration
THE BRIEF:
I was assigned as lead writer on Cielo’s 500+ page website redesign — a reimagining designed to support growth and deliver a more modern, personalized digital experience (and our largest project in 2024!).
The goal was to support business growth, strengthen brand positioning, increase engagements and conversions, and showcase offerings more clearly.
MY APPROACH:
To me, storytelling would be a key part of the success of these new pages. I wanted to heavily lean into giving the brand voice punch that would leave an impression on site visitors through sharp headlines, word play, and the use of compelling messaging to communicate complex offerings.
The impact:
Post-launch, the session engagement rate jumped from 49% to 75%, the highest of all time.
Engagement time on site improved 185%.
Sessions from LLMs increased 161.5%.
54.2k clicks from organic search in 2025.
M&A expertise launch
Copywriting ✦ Messaging ✦ Stakeholder Collaboration
THE BRIEF:
For the first of multiple new expertise pages showcasing Cielo’s extended capabilities, the plan included the M&A page itself, organic social media, and an email send.
MY APPROACH:
I served as both writer and stakeholder management for this project, liaising with senior leadership to gather the pertinent details for this capability. My goal was to effectively showcase Cielo’s M&A expertise in an engaging way while establishing our credibility in the market.
Click here to see the full M&A page on Cielo’s website.
Email and organic social media
The impact:
Received high acclaim by senior-level stakeholders and leaders throughout the business, with particular praise for the clarity of the M&A journey, milestones, and structure of the page.
Email send was in the top three for the record-setting month of October 2025, with the highest monthly average open and click rates of all time.
Helped establish the new expertise section of Cielo’s website.
Email and organic social media
The impact:
Ranked among the top three organic content drivers for three consecutive months (March-May 2025), according to Google Search Console.
Maintained top performance alongside a major product
launch campaign.
Generated consistent organic traffic, peaking at 30 clicks in a single month.
Age diversity article
Copywriting ✦ Thought Leadership ✦ Storytelling
THE BRIEF:
Conduct research and create an article (ghostwritten for senior leadership) on age diversity in the workplace, the benefits of nurturing all five generations, and how leaders can increase it at their organization. This included a dedicated email send and an organic social media post.
MY APPROACH:
I wanted the article to be engaging to the reader, with seamless flow, distinct numbered sections, and relevant industry stat callouts. As with any long-form content, a strong introduction and close is important, and I wanted to ensure both were in place, along with
solid storytelling.
Click here to read the full article on Cielo’s website.
Additional writing
Below are links to some of the other articles and case studies I created.
Cielo Source & Engage case study
Ranked in the top five organic content drivers to the website in 2024.
Post-downturn success: 5 questions to consider & TA’s critical role
Ranked as one of the top resources for time spent on page in 2023.
Turning resistance into readiness: A consultative approach to AI adoption
High-performing article that helped strengthen Cielo’s position as an AI expert.
Celebrated as Cielo’s first AI case study, with high-performing organic social media.
Generated a lot of interest on social media due to brand recognition and big outcomes.