Michelle (quite ironically) thinks of herself as the Dr. Frankenstein of content. She delights in figuring out how the often scattered pieces of content fit together to form a cohesive whole, so users easily find what they’re looking for.
She had her start in the realm of SEO and social media management, where she became proficient at keyword research and analysis, onsite and offsite optimization, and content creation geared towards a multitude of global markets. This analytical mindset has served her well in the transition from marketing communications to UX writing. Rather than try and sell users a product after it’s built, she gets to dive under the hood and write useful, meaningful copy that helps users navigate their way around a product— one word at a time.
Back in October 2020, she co-founded Copy That together with Oline Schøler with a mission to provide tech companies with content that converts and microcopy that packs a punch in small spaces. Their clients include Shopify, Dixa, and Climate-KIC (the EU’s main climate innovation initiative).