Nelle Smith

Root Insurance Front Page

The first few words of a website have one job: Convert leads into customers. This rewrite of the website resulted in a statistically significant uptick in conversion (and it was a lot more inspiring).

Home Energy Inspector

A climate-tech company needed an interactive tool that would expand its organic reach. I designed and implemented the copy approach and consulted on strategy and creative direction.

Root Insurance - Intake > Permissions Flow

Getting customers to enable notifications near the top of an app-forward intake funnel is tricky. Creating trust in the beginning and then justifying each request in simple, consistent, ESOL-compatible copy goes a long way!

Root Insurance > License Scan through Additional Driver

Asking someone to scan their license is a big ask and there wasn't much room to set expectations. I opted to frame it as fun (it was, thanks to the designer!) and use calming, non-aggressive language to reassure the customer that they were safe with us.

Sealed Intake Flow

This climate tech company needed copy direction for a lengthy TOF flow. I opted for a conversational style mixed with psychological "pings" to keep the customer moving.

Location Modal & App Flow

Humans hate having their location tracked. Here's how I convinced them not to shut off location services.

Clearcover's Culture Page

An innovative approach to telling the culture story of a high-performance insurtech startup.

Here's Why Your Car Insurance Rate Changed

One of my ninja skills is simplifying complex topics. Here's a good example.

Clearcover Claims Page

The banner page for Clearcover's new claims page. I worked with the design team, providing copy and messaging strategy.

The Fair Insurance Manifesto

An integrated campaign with a manifesto and external media buys. I handled messaging and copy (and also consulted heavily on creative direction).

The Ultimate Guide to Heat Pumps

A 100%-clear explanation of a complex technology. Vaulted into Google's top spot for the desired search term!

5 Questions to Ask Yourself Before You Start a Business

An article written to intercept potential customers as they were beginning to think about starting a business.

Why is propane so expensive?

An article targeted to address the pain points of the company's ideal customers. Written to fulfill SEO requirements—but you'd never know from the copy.

Is it time to stop using gas for indoor appliances? Here's the research you need to know.

A readable, human-focused article that turned a controversial study into an opportunity for a business to offer needed perspective.

Five Questions to Ask Yourself Before You Start a New Business

This article gave me the opportunity to delve into my own entrepreneurial background—which is why it digs deeper than most brand journalism on this topic.

How Small Businesses Survived COVID (and What They Expect from 2021)

A focused recap of the small business challenges of 2020, with an accompanying infographic.

What is the 25-C tax credit?

Here, a complex tax law is simplified so that everyday homeowners can understand.

Here's What 500 Americans had to Say about Car Insurance

This article is based on a customer survey which I strategized, oversaw, and then turned into content across media channels.

Survey Shows Parents are More Likely to Drive Distracted

Ghostwritten on behalf of a C-Level executive.

How Root Prices Car Insurance

This company was having trouble communicating its value propositions to potential customers. This article succinctly communicated why the company was such a great choice (and was a smashing SEO success).

COVID Business Insurance Infographic (w/ accompanying article)

Pre-2017 Writing Portfolio

A collection of copywriting pre-2017. Old material but showcases a variety of voices and media contexts. (Radio, magazine, etc.)