Brand Websites

Portfolio | Editing & Writing Samples

Writing, Editing, and Managing Content for Brand Websites

I have experience writing, editing, and managing SEO-optimized website content for multiple brands, including B2C and B2B audiences. My role as Web Content Writer/Editor at ETS (Educational Testing Service) involved reviewing and editing copy decks, implementing linking and content strategies, planning new pages, incorporating SEO best practices, editing/publishing content in the CMS, and reorganizing content for website redesigns.

I’ve worked on various projects, including:

a large-scale redesign of the entire ETS.org website in 2022
the launch of at-home testing websites during the COVID-19 pandemic
the launch of the Shorter GRE General Test in Sept. 2023
the TOEFL Modernization project, which included web updates to inform test takers (B2C) and other audiences (B2B) about the improvements to the TOEFL iBT test

I’ve highlighted specific webpages and components, such as modal windows and callouts, in the PDFs for each project below.

The Shorter GRE General Test

July 2023–Sept. 2023

I edited content for test takers and score users to communicate improvements to the GRE General Test, such as shorter test time and quicker score results. This project included regular updates to the temporary webpages for each audience about new test prep, webinars, and other information. In August 2023, I met with the client to plan the integration of this information into the main GRE website and edited the copy deck to distinguish between test information that applies to tests taken before Sept. 22, 2023 vs. after Sept. 22, 2023.

GRE Test-taker Pages & Promotions (B2C)

I frequently updated the “Shorter GRE” page by editing and publishing changes in AEM to keep test takers updated about the shorter test, and worked with the web development team to add a modal window and promo callout.

I integrated the shorter test info into the main site, including the Test Structure page.

GRE Score-user Pages & Updates (B2B)

To communicate updates about the shorter test to score users, I frequently updated the “Shorter GRE” page and the events page with new webinars.

I integrated information about the shorter test into the main site on the Test Structure page and other pages.

TOEFL Modernization Project

March 2023–July 2023

In this project, I wrote and edited

TOEFL Enhancements Pages

These pages include information about registration, updated test prep, and new practice questions.

The modal window on the TOEFL and TOEFL Test Takers front doors, as well as the callout at the top of interior pages, drives users to the TOEFL Enhancement pages.

When the enhanced test launched on July 26, 2023, I then integrated this content into the main TOEFL site.

ETS.org Redesign: TOEFL and TOEIC

March 2022–Sept. 2022

TOEFL Redesign: Test Takers (B2C)

I edited, updated, and organized the Test Takers section for the TOEFL iBT and TOEFL Essentials tests to simplify the content, improve the navigation, and follow the user journey.

TOEFL Redesign: Other Audiences (B2B)

I edited and reorganized the Score Users and Teachers, Agents and Advisors sections, and improved the content by condensing marketing copy.

TOEIC Redesign: Test Takers (B2C)

I significantly cut down the content and number of pages for the test-taker site by combining the pages of three separate tests into one page grouped by topic, such as test prep and registration, and using accordions so the user can expand the content by selecting their test.

TOEIC Redesign: Organizations (B2B)

In addition to condensing the content, I added two new pages for the Client Spotlight Series, which highlighted stories, testimonials, and videos from organizations who have used the TOEIC assessments for hiring.