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Posts tagged ‘Web Writing’

The Center for Cancer and Blood Disorders at Phoenix Children’s Hospital (Website Copywriting)


Client: Phoenix Children’s Hospital (PCH)

PCH’s situation: Phoenix Children’s Hospital had information about its Center for Cancer and Blood Disorders (CCBD) in a variety of places online and they wanted a cohesive microsite that parents of sick children could visit and immediately understand the expertise the PCH CCBD team offered.

My solution: This project was a mixture of writing, editing, and curating content so that every program section within the CCBD microsite had the same tone and presentation of information.

The result: I provided content for nine pages within the microsite, including the Hematology index page and its subsequent program pages: Hemophilia, Sickle Cell Disease, Thrombosis; the Histiocytosis index page; and the following Oncology program pages: Blood & Marrow Transplant, Leukemia/Lymphoma, Neuro-oncology, and Solid Tumor.

Mediafly (Website Copywriting)


Client: Mediafly

Mediafly’s situation: This cloud-based solutions startup in Chicago was rebranding itself and, like all tech startups, they needed to move fast. They wanted their entire site rewritten so that a variety of customer prospects would immediately understand the Mediafly solution and how it applied to each prospect’s business needs. The copy needed to be written with razor-sharp clarity, in an engaging tone, and Mediafly needed it live in two months.

My solution: I entrenched myself in the Mediafly brand and credo, and met regularly with the team responsible for the rebranded website. Taglines and headlines were critical in paring with the new sleek design, and I offered multiple options for every location where they were needed.

The result: In less than two months I wrote content for the home page, solutions page, two product pages, a company page, and various subpages. The writing was exactly what the client wanted and this initial project engagement lead to an ongoing partnership which includes: case studies, blog posts, ghostwritten bylines, and thought leader/brand ambassador positioning.

A Fireside Chat with Steve Case, Co-Founder of AOL (Blog Post)

A fireside chat with Steve Case at 1871

This is a blog post I wrote after AOL Co-Founder Steve Case visited 1871, the startup hub managed by the Chicagoland Entrepreneurial Center (CEC).


A Fireside Chat with Steve Case, Co-Founder of AOL


By Heidi Lading

When you picture a rock-star, he’s not often found in a blue button-up shirt. But this past Monday, 1871 was graced by a visit from technology rock-star, Steve Case, founder of AOL. An energetic buzz flooded the entire space as the standing-room only crowd waited for Case to appear for his fireside chat with 1871’s interim CEO, Jim O’Connor.

They touched on the Internet’s early years (when it was illegal for businesses to connect to the Net), and explored Steve’s passion for helping develop the next generation of entrepreneurs. He truly believes in the “Rise of the Rest,” meaning VC dollars should flow to entrepreneurs in cities like Chicago, Dallas, Detroit, Austin, etc., rather than flowing straight to Silicon Valley.

Jim also touched on Steve’s work on immigration reform–which both men deemed vital and important since 40 percent of our Fortune 500 companies were started by immigrants–and the philanthropic reach of the Case Foundation.

There might not have been any “I ❤ Steve” signs in the crowd, but the cell phones in the air and constant stream of live tweeting said it all. And what visit from a rock-star is complete without a swarm of people (both in hoodies and suits in this case) flocking to the VIP to touch him and shove a phone number (okay, business card) in his hand.