After many months of hard work, the Microsoft Digital Advertising Solutions site launched with a whole new look, lots of new content, and improved navigation.

For most of 2006, I worked on the ad site. Initially, I was the only writer (contracted through Idea Interactive) and wrote home page stories, flash demo script copy for Microsoft adCenter, and did general editing throughout the ad site. Idea Interactive then opened a Seattle-area office and built a larger team to service the account, ramping up for the redesign.

I became the “expert” on search advertising and wrote or edited most of the copy related to selling search advertising on Microsoft’s Live Search, including case studies, research reports, and other supporting articles. I also continued to contribute feature stories for the home page. During the redesign, I assisted the User Experience team on the architecture of various sections of the site, as well as performed extensive QA and editing for most of the assets in the Research Library.

Every week, the ad site has an average of over 57,000 unique users and nearly 120,000 page views, and enjoys a higher than average conversion rate for adCenter sign-ups at nearly 7%.

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“JoAnn is a pleasure to work with. Her enthusiasm and creative input for copy writing makes projects sail with success. She has a great open-minded attitude which enables her to absorb suggestions and construct new ideas. JoAnn is fun to be around and a true professional—consistently delivering, on time, top-notch copy that effectively communicates the message needed.”

Contracted by the Consultative Group to Assist the Poor (CGAP) as their Web editor for their new or redesigned resource centers. Worked specifically on all initial copy for the Savings Information, Regulation & Supervision, Technology and Microinsurance Resource Centers. The sites have distributed content contributors with various levels of technical skills, so I created a Web Style Guide for internal distribution in an attempt to help them standardize on style, presentation and tone.

> Download 1-pg case study (142 KB, PDF)