E.G. Smith is a long established brand of casual and fun socks and tights.
I built their flagship site, administered it,
wrote and edited the copy, and assisted in related marketing. The look and tone of the graphics and copy were intentionally un-flashy,
in keeping with the brand personality and an extension of the packaging style.
The cart software required a splash page, but I implemented a work-around that allowed the site to be entered on any page. Management
of the site has since changed, as has the site.
LegwearDirect (Online store: fashion hosiery)
I wrote the copy, advised in establishment, handled promotion, and administered the site sites administration (graphic design not mine).
I also did the Search Engine Optimization (including page descriptions and Alt text for each image) and other Search Engine Marketing,
with a lot of success at the time.
Edge Studio (voice-over recording and training)
During my relationship as a copywriter and content writer for this New York-based recording studio,
the business changed a lot. Their business, that is. Whereas talent used to travel to their client's ad agency
or a recording studio to audition and record, these days most work is done from the talent's home studio.
Accordingly, the range of training topics has also expanded. In helping Edge Studio sell its comprehensive
talent-training services, I wrote or edited a substantial portion of its website, optimized copy to meet specs given
by my client's SEO service, interviewed coaches and talent, wrote bios, and more
than 200 articles on a
wide range of topics related to voice-over, from performance and technology to business,
the industry and marketing. EdgeStudio.com "Randy is amazing! Our four departments totally rely
on him at this point. He gets the big picture objectives and fills in all the small details. And the best part is
that he consistently catches things about our industry that even we miss. As a result he greatly enhances
everything our company puts out in literature form. As our company continues to grow, each new employee is
amazed at what he does. As the CEO, I personally vouch for Randy, and strongly encourage anyone needing a writer to
work with him." -- David Goldberg, Founder and Chief Edge Officer
Site Build It! (Small-business development product and customer websites)
I've been a Certified Webmaster for a product of SiteSell Inc. called Site Build It!
(now called Solo Build-It!). The
product guides users in building online niche businesses through keyword market research, rich Web content, and the full array
of online marketing techniques. Learn more about some of the SBI! sites I worked with,
and about my work directly
for SiteSell Inc.
Long-copy sales pages and ebook content.
I've written many kinds of long copy that ran
online or sold downloadable content. This includes how-to manuals, white papers, e-book promotion and sales letters for various
products and services. One of those clients was Sitesell Inc. Before its founder, Ken Evoy developed Site Build-It!,
he sold self-help ebooks to online marketers.
I helped write the sales letters (microsites) to promote those products. For
another long-time client,
EdgeStudio.com, I've written various e-booklets on topics of interest to voice actors. (For example, a Slating Manual,
what to take to a studio, and other titles. I also edited and contributed to Edge Studio's Performance Guidebook.)
This was a online sales-letter page (also known as a "microsite"), promoting a limited-attendance retreat for writers. If you'd
like to know more, please give me a call.
Snyder Center (pharmaceuticals)
This website, for a compounding pharmacy specializing in the treatment of pain, was part of a comprehensive and expanded
positioning program. I participated in strategic development, positioning, naming, and writing various marketing materials
(including direct-to-practioner, to patient and the website).
This site is in an entirely different league than their old site and identity. Unfortunately, for reasons unrelated to the pending campaign,
the pharmacy decided to pull back on the program and focus on their original core business.
GenWebCo (IT consulting)
The copy for this IT consulting firm's site followed the style of the capabilities brochure I wrote for them, reorganized
and with additional content for the Web. I edited the online copy, lightened the tone a bit, and made a few other suggestions.
GenX-Solutions (Tech/software support)
I wrote the brochure/sales kit for this help desk and systems consulting firm. They converted the brochure into a website.
An international group of companies that make machinery for converting (creating) and packaging paper
and tissue products -- reams of paper, paper towels, passports, etc.
In a comprehensive redesign and improvement of their site, KPL and their U.S. provider (TechKnowSys) asked me to handle
much of the English language content. The job involved writing, rewriting and editing translations, also advising as to usability
and other matters, and "Americanization." Please note, I did not write everything at KPL.net and its related sites. Since then,
the parent company has sold and acquired some subsidiaries and appears to be a very different entity.
FEA Waterjet (industrial machining)
Having reached this page, you probably agree that quality is in the details. But that should never rule out a distinctive,
accurate "big picture" message. As in this site for a industrial fabricator specialized in waterjet machining for the military
and private sectors.
RockSteady Trays (new consumer product, household accessory)
It introduced an interesting new product – a tray suspended from a handle, for no-spill use by people with only one free hand,
walking on stairs, on boats, etc. Unfortunately, the marketer decided to pursue other opportunities, and the site is no longer
online. I wrote some of the site's copy, and advised on the rest.
For the website of this manufacturer of specialists paints and coatings, I incorporated new information, condensed and edited
the old, honed site architecture, organized products and details, and personalized the sales message of a wonderfully hands-on
company. The job included planning for additional site elements to come.
Wrenchhead (Online store: automotives)
When Wrenchead was launched as a retail auto parts site, I wrote the preview pages and much of the live sales site. Architecture
was already set, although I was able to input a few tweaks.
Wrenchead.com then changed completely, becoming a B2B site for distributors.
For budget reasons, I wrote only two key pages of this wine bar/restaurant's site, advising on architecture and principles
to follow for other pages. They eventually closed, so these are PDF files.
BreckenridgeOnline (Real estate broker)
We completely replaced this Colorado real estate agent's old site, adding a lot of new copy and details. I wrote most of it,
edited the rest, and collaborated on architecture. It took awhile but was worth it. Credit the developer, TimeForCake, for the
technical stuff, including another great job of coding and graphic design.
For details about this site, please contact me. As so often happens in Real Estate, the client's business relationships and site
requirements have changed, and therefore so has the site.
Toepfer Law (real estate law firm)
I structured the architecture and wrote this site for a solo law firm specializing in commercial real estate, based on
extensive input from the client. This one won't make me famous for interactivity, but the priority on every project is to tailor
it to the needs of the site's owner and its users. After all, that's the most important type of interactivity.
Swiss Ski Club of NY
The club is very contemporary, but it's a social club and doesn't want to look like a commercial trip organizer or resort.
(And, no, you don't have to be Swiss; in fact it's more "international" than "Swiss" these days.)
I edited, wrote and helped organize the copy, at the same time optimizing it for search engines. Writing text for humans and robots
simultaenously is one of the most important -- and most difficult -- parts of the search engine optimization process. In addition,
while I was webmaster I cobbled up interfaces to make the club's home-grown back-end systems more usable.
For the club's sake, I'm pleased to say that I've passed the reins to others. In a volunteer organization, it's good to spread
the capabilities and responsibilities among people.
Leg Resource (Branded legwear, B2B)
The site concept and layout were pre-existing. I wrote the product description copy and edited the introduction.
I suggested ways to touch up the page code, improve speed, allow for expansion, and market the site. The key part of the site is its
catalog section (currently offline during redevelopment).
New England House of Gifts (retailer)
This brick-and-mortar gift shop has since closed, for reasons unrelated to their website.
In happier years, I also wrote the store's radio and TV commercials, which were produced by their local stations.
My own site has been online since 1996. This is it's 4th generation (in progresss).
Although this version incorporates several adaptive templates, most of it is hand-coded,
and if the graphics and ad layout thumbnails look like they were done by a copywriter, that's because
most of them were.
Merrill Lynch (for Channell Communications)
It was the early days of web development. I wrote top level copy for the pre-beta version of the intranet, and edited the
site's on-line style guide for new pages.
There's nothing from that project to show here, but I have many print-media samples
of work for clients in
Financial and related areas.
In this SEM specialist's major overhaul of its own site, I wrote home page copy,
consulted on positioning theme, and wrote a number of pages. Also edited some of their newsletters.
(Copywriting has since been brought in-house and evolved a lot.)
Axiom Audio (Audio speaker manufacturer)
For this speaker designer & manufacturer, I wrote the top of the home page (since changed), revised the company profile and
wrote the Store section's product-details pop-ups (oops, pop-ups are gone, too), with various additional copy comments and
suggestions here and there throughout. Wrote a slew of banner ads, too. Nope, no produced samples of those, either.
An international trade site (for Icon-Nicholson Interactive)
We were just getting up to speed on this project — I had managed a copy approach and position statement that made better
sense of the existing domain name — when the client decided to move on to a totally unrelated new business idea. Ah,
entrepreneurs! Since the project never made it to daylight, that's about all I should tell you.
The company was introducing technology that allowed users to print coupons in a controlled process, for redemption at brick-and-mortar
I did the initial information architecture (before most people called it that), outlining
several approaches. It was an innovative concept, and the product itself seemed to have evolved even faster than the website.