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Geneva Rock

RoleFreelance Content Writer
TypeFreelance
PeriodAug 2012 – Mar 2013

Background​

A former manager and friend--someone I'd worked with on several side projects over the years--approached me about freelance work. He was the Marketing Director for Clyde Companies, Inc. at the time, and Geneva Rock was one of their subsidiaries. This was the same Clyde Companies engagement that also brought me onto Beehive Insurance and W.W. Clyde.

He needed someone to write all the content for a new Geneva Rock website--product descriptions, service pages, blog posts, social media presence, the works. He knew I was already freelancing for Purch and apparently thought highly enough of my work to offer the contract without much deliberation. (I chose not to ask how many other people he'd considered first.)

The subject matter was aggregate, concrete, and asphalt. Not the most intuitive or riveting industry for a technical writer to land in, but it turns out that writing about concrete is a lot like writing about software: the people who do the work know everything and can explain none of it, and you're the translator. I interviewed project managers, researched terminology, and learned more about batch plants and road base than I ever expected to use in a sentence.

Launch day for the new site pulled in 1,500+ pageviews from 900 unique visitors. Not bad for a company whose previous web presence consisted of a phone number and a map.

What I Did​

  • Wrote all content for a new company website, including product descriptions, service pages, and an about section tailored to Geneva Rock's positioning in the civil construction industry.
  • Established a blog with keyword-researched content on general industry topics to support organic search visibility and position the company as a forward-thinking resource.
  • Implemented SEO strategies across the site, including keyword placement, meta descriptions, and content structure optimized for search engines.
  • Connected the website with social media channels as part of a broader Clyde Companies digital presence initiative.
  • Communicated directly with stakeholders from both Clyde Companies, Inc. and Geneva Rock regarding content phrasing, layout, and positioning.
  • Solicited ongoing feedback from stakeholders to maintain quality control and transparency throughout the engagement.
  • Achieved 1,500+ pageviews from 900 unique visitors on the day of the new website launch.

Key Skills​

Blog Writing · Copywriting · Content Strategy · SEO · Keyword Analysis · Web Analytics · Organic Traffic · Meta Descriptions · WordPress · WordPress Plugins · Content Roadmap · Research · Managing Deadlines · Deliverables · Web Design · Collaboration · Web Content · Content Management · Proofreading · Copyediting · Editing · Topic-Based Writing · SME Interview · Microsoft Office · Microsoft Word · HTML · CSS · Windows · Adobe Photoshop · Social Media