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Selected work

Case studies

Client work I can show in full, from the brief to what happened after.

8 case studies / 4 clients

  • Three PostgreSQL elephants stand on database cylinders of increasing size, with people steadying the smaller two and one climbing a ladder to the largest.

    Kinsta Content Program

    Building Kinsta’s authority beyond WordPress in 28 articles

    If you ran a WordPress site in 2022 and asked where to host it, somebody told you Kinsta. In November 2022 it launched Application Hosting and Database Hosting, and none of that reputation helped.

    Role
    Technical Writer / Editor
    Scope
    • Content strategy
    • Competitive analysis
    • App deployment
  • Kinsta's feature illustration for the explainer, Why You Need an Application Performance Monitoring Tool

    Kinsta Product Launch

    Launching Kinsta APM with deliberately broken WordPress sites

    I planned and wrote the three launch articles for Kinsta APM, the performance monitoring tool Kinsta built into MyKinsta in 2020. I had a pre-release build and no slow sites, so I built two and broke them on purpose.

    Role
    Technical Writer / Demo Builder / Editor
    Scope
    • Launch planning
    • WordPress development
    • Performance debugging
  • Kinsta's illustration for the Adminer guide: an isometric monitor with a database table beside it, pages of rows tracing a dotted path between them, and a hand reaching in to scroll the table

    Kinsta Product Launch

    Launching DevKinsta in 19,000 words, just 900 of them about DevKinsta

    Kinsta’s free tool for local WordPress development went live on January 18, 2021, and its name had never been typed into a search box. So I wrote about what was already inside it and what people do with it.

    Role
    Technical Writer / Editor
    Scope
    • Launch planning
    • Keyword research
    • Product testing
  • The featured image for the PHP Benchmarks case study, Kinsta's cover art for its 2022 PHP benchmarks, with violet and cyan staircases among planets and gold stars.

    Kinsta Original Research

    PHP benchmarks across major CMSs and frameworks

    I rebuilt how Kinsta measured PHP performance, then ran the benchmark for two years. Across those two editions I built 34 test setups, documented every page I tested, ran every benchmark myself, and published 143 scores.

    Role
    Researcher / Technical Writer
    Scope
    • Test design
    • Benchmarking
    • Data analysis
  • Two screenshots from the Multidots tutorials on a dark raised panel: the call-to-action block headed "Learn How To Train Humans!" with five paw-marked techniques, a Download eBook Now button and an illustration of a ginger cat reading on a stack of books; and behind it to the right, the users block listing pets as WordPress users with their photographs as round avatars. The words multidots/cta and the users block are set in monospace above them.

    Multidots Tutorial

    Teaching Gutenberg block development for Multidots, with my pets as test users

    Multidots builds enterprise WordPress sites, and I pitched it 5 topics to build its authority with developers. I wrote all 5 and built every block in the 2 tutorials on Gutenberg, WordPress’s block editor.

    Role
    Technical Ghostwriter / WordPress Developer
    Scope
    • Topic pitching
    • Release coverage
    • Tutorial design
  • A collage of rtCamp client websites shown on a desktop monitor, a laptop, a tablet and two phones: a news front page, a winter sports feature, a quantum computing site, an automotive sales and marketing page headed "Experience more intelligent sales & marketing", and a Grist article about Hurricane Melissa.

    rtCamp Web Copy

    Putting buyers’ problems first on rtCamp’s enterprise WordPress pages

    I rewrote rtCamp’s enterprise WordPress page twice. In November 2025, I sorted it into 9 pillars and opened it on a claim to be the leading agency.

    Role
    Content Strategist / Copywriter / Technical Writer
    Scope
    • Customer research
    • Messaging
    • SME review
  • GTmetrix's legacy performance report for wp-rocket.me on a dark raised panel, showing a PageSpeed score of A (100%), a YSlow score of A (99%), and page details of 1.8 seconds fully loaded, 327 KB and 17 requests, with four orange numbered markers on the parts of the report that were about to change. The words gtmetrix.com, legacy report, October 2020 are set in monospace above it.

    WP Rocket, by WP Media Explainer

    Explaining web performance to WP Rocket’s readers while Google changed the metrics

    WP Rocket needed guides its readers could act on while Google and GTmetrix changed how speed gets scored. I wrote 5 of those guides from 2020 to 2023, and 2 went live before the change they explained.

    Role
    Technical Writer / Illustrator
    Scope
    • Performance testing
    • Release coverage
    • Content updates
  • Kinsta's illustration for the migration study, with 39%, 32%, 29% and 26% on launching platforms

    Kinsta Original Research

    Timing 3,200 sites before and after their move to Kinsta

    Buyers moving to Kinsta from 23+ hosts kept asking Sales one thing. Would their site load faster? I helped set the migrations team’s speed test, then analyzed the results in Google Sheets and published them, slower ones included.

    Role
    Technical Writer / Data Analyst / Copywriter
    Scope
    • Test design
    • Spreadsheet modelling
    • Speed measurement

I keep more of my published work in the archive, the pieces I thought were worth listing. Published works

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