STRATEGY · DESIGN · SYSTEMS · EXECUTION
Clear strategy. Words that work.
Systems that keep them working.
I’m Adriana Harper, a content strategist with nearly 20 years of experience. What I love most is figuring out what to say, where to say it and how to keep it consistent as you grow. Then I write it: websites, campaigns and product copy.
48%
open rate on campaign emails I wrote for ATB Ventures, against a 23–25% benchmark
4x
the downloads from a landing-page A/B test, by changing one call to action
49%
increase in attach rate at H&R Block Canada after a tested upsell page redesign
70%
fewer Support Centre calls after I built a bilingual self-serve help centre
WHAT CONTENT DESIGN IS ALL ABOUT
Content design isn’t just the words.
It’s designing an experience from the content out. Before anyone draws a screen, I work out what people need to know and do, in what order, in what format and in what words. UX writing is one part of the job, not the whole job.
THE PLAN
Content strategy
Who it’s for, what it needs to achieve, and how it stays consistent and accurate as you grow.
audits · IA · governance · roadmaps
THE EXPERIENCE
Content design
What people need, where they need it and the best format for it: a label, a step, a table, a help link, or nothing at all.
research · structure · naming · flows
THE WORDS
UX writing
Clear, accessible copy on every screen, button, error and email, in a voice people recognize.
audits · IA · governance · roadmaps
More content was never the goal. The real work is deciding what’s worth saying, where it belongs and how to make it good enough to trust.
The plan & the prose.
I start with who it’s for, what they need, and what success looks like. Then I write it. Then I measure and iterate to make sure it keeps working.
01 / web
Web strategy and marketing
web · SEO · campaigns · conversion copy
Site strategy, content audits, SEO, conversion copy and campaigns that turn visitors into customers.
02 / documentation
Documentation and help content
Help centres and knowledge bases people can find their way through, kept accurate as the product changes.
help centres · docs · contextual help · translation
03 / product
Content design and UX writing
Research-led product content including flows, naming, ontologies, UI copy, and the guidelines that keep it all consistent.
research · structure · patterns · UX writing
04 / leadership
Content leadership and AI operations
Teams, operating models and AI tools that let a small team cover a big product without losing quality.
guidelines · agents · review checks · team building
STRATEGY & WRITING SAMPLES
See the work, up close.
A few samples across strategy, information architecture, naming, campaigns, and copy. Each one shows what I was asked to solve and exactly what I did.
STRATEGY
THE PROBLEM
WHAT I DID
Reframed the work as the notice period before a dated enforcement mandate, then wrote the comms strategy: loss-framed messaging anchored to payouts, warning styling that matched the real risk, placement inside payout and bank-change flows, and a plan across six channels beyond the banner.
Daily sign-ups rose from 3 to 81.
Strategy · Thinkific · security feature adoption
PRODUCT & PATTERNS
Thinkific · Ontology
THE PROBLEM
Permissions were named inconsistently, with vague words like "interact," so the system couldn't scale safely.
WHAT I DID
Created a View and Manage verb taxonomy and six reusable naming rules, tested with 18 admins, then 35+ label changes applied with Claude Code.
Ease of use up 0.8 points, and admins more confident they'd set permissions correctly.
INFORMATION ARCHITECTURE
H&R Block Canada · help centre
THE PROBLEM
More than a million DIY tax filers arrive in a four-month spike, and most of their questions were landing on the Support Centre.
WHAT I DID
Audited the existing content, interviewed Support agents to find the top questions, and organized the help centre around who people are and what they came to do: “I am…”, Top Topics, FAQs, Error Messages and Support. Then wrote and edited thousands of bilingual articles and linked 800+ spots in the software to them.
COPYWRITING
ATB Ventures · digital identity
THE PROBLEM
Trust and the Evolution of Digital Identity in Canada, a B2B campaign for ATB Ventures’ ID verification services.
WHAT I DID
Wrote the whitepaper, $15 Billion Reasons Driving the Adoption of Digital Identity, plus the campaign emails, LinkedIn ads and landing pages around it.
60 leads at a 5.43% conversion rate in the whitepaper phase, and emails with a 48% open rate.
Selected work
Tax, telecom, e-learning, banking, biotech and venture capital. B2B and B2C. Different audiences, same standard.
Content design, built into the workflow
5,000 pages audited, one clearer telus.com
An import flow people actually finish
“I used to say that Adriana secretly ran the company. She developed a deep understanding of the software, which allowed her to make suggestions that went much further than simple copy updates.”
Jason R. · Thinkific
“She’s a brilliant content designer, and figured out really creative ways to bring Hootsuite’s brand voice into the product itself.”
Isaac F. · Hootsuite
“I recommend Adriana as a contractor to support any content strategy and creation needs you may have. She consistently delivers high quality work against tight and competing deadlines.”
Siobhan J. · ATB Ventures
A strategist who loves the sentences.
I started as a technical writer, then built and led content practices at H&R Block, TELUS Digital, Hootsuite and Thinkific, with freelance clients in between. I’ve also taught technical communication at Simon Fraser University.
Whether it’s a content audit, a naming decision or a subject line, the question is the same: does it work for the person reading it?
Available for full-time, contract, freelance and fractional work.