The V.E.T.S. Advantage
Named and built the newsletter, grew the list, led the Pardot → Beehiiv migration, created a public archive and helped turn email into a recognizable editorial product.
Visit the newsletter ↗Case study · Hill & Ponton · 2022–2025
Built the content engine behind a national law firm.
For 28 months, I ran digital content across email, SEO, web, courses, lead magnets, tools, print, and earned media, turning dense VA disability information into useful resources and measurable growth.
Digital Content ManagerLegal + regulatedStrategy → execution
50K+Email subscribers
50%Average open rate
7%Email CTR
300+Articles written
70KWeekly sessions
+20%Lead conversions
What I owned
Not one channel. The whole system.
I worked across creative, legal, design and web teams, but my remit was unusually hands-on: strategy, copy, production, publishing, earned-media outreach, optimization, and the operating systems that kept it all moving.
300+ articles
Wrote, optimized and edited high-intent legal content, built pillar/topic-cluster architecture, distributed briefs and enforced voice + SEO standards across the pipeline.
See selected bylines ↓Pitch to placement
For roughly 18 months, I identified and pitched third-party publications, developed story angles, and wrote the contributed articles that were placed across healthcare and other external outlets.
See selected placements ↓7 hours in 5 days
Scoped, scripted, coordinated, produced and published a comprehensive VA disability claims course in one workweek. It went on to reach 5,000+ users.
View the course ↗24+ downloadable assets
Created e-books, checklists, worksheets and graphics, contributed to an SEO-first site redesign, and built landing pages designed around real search intent.
See the VA book page ↗High-value calculators
Led development of the VA hearing disability calculator, one of the site’s strongest-ranking utility pages and a resource that drew roughly 10K views a week during my tenure.
Use the calculator ↗8K+ direct-mail subscribers
Launched and operated a monthly firm mailer that grew from zero to 8K+ subscribers, contributed about 5% of firm leads, and coincided with a 20% lift in external referrals.
Still live
Four projects you can click today.
These are good snapshots of the range: publishing, education, conversion-focused landing pages and interactive search tools.
The V.E.T.S. Advantage
I helped turn the firm’s email program into a standalone publication with its own identity, archive and growth loops.
50K+ subscribers50% open rate7% CTR
Open live newsletter ↗Master the VA Disability Claims Process
A major educational resource scoped and shipped in five working days, covering the claims timeline, filing, C&P exams, ratings, secondary conditions and more.
7 hours5 days5K+ users
View the course ↗The Road to VA Compensation
I made the landing page and helped edit the long-form guide behind it, translating an intimidating claims process into a resource veterans could actually use.
107-page guideLead generationEducational UX
Open the landing page ↗VA Hearing Disability Calculator
I led development of this calculator around the VA’s hearing-rating process. It became one of the site’s highest-ranking pages and consistently pulled major search traffic.
~10K views/weekUtility SEOConversion path
Open the calculator ↗Recent portfolio concept
Turn one asset into a coordinated journey.
I revisited the VA Examiner Digest and built the campaign I would wrap around it today: one offer, one message, and a path from first scroll through exam-day follow-up.
Context: This strategy exercise was created after my Hill & Ponton tenure using an existing resource. It shows my current campaign thinking and is not a claim that this exact funnel ran historically.
01
AttentionOne square creative system that can move between organic social, paid social and site promotion.
02
ConversionLanding-page directions built around the veteran's immediate question: what happens at the C&P exam?
03
NurtureFive short emails triggered by the download, progressing from delivery to prep to a same-day post-exam debrief.
50K → 70K
Weekly organic sessions
Long-form content, pillar architecture, internal linking and SEO-first information architecture helped lift sustained weekly traffic by roughly 20K sessions.
0.03% → 1.5%
Key conversion-point CTR
Reworking page intent, calls to action and content paths produced a roughly 50× improvement on important conversion points.
24+
Lead magnets + educational assets
E-books, checklists, worksheets and graphics were built around the next useful action, not just “download this PDF.”
SEO-first
Site architecture
I contributed to a full redesign organized around how veterans actually search: claim stage, condition, exposure, base, era and specific benefits questions.
Selected bylines
Writing that traveled beyond the firm.
For roughly 18 months, I handled contributed-media outreach myself: identifying outlets, pitching editors, developing angles, and writing the articles that were placed. These are representative examples, along with one H&P byline.
Depression and Anxiety Among Veterans
A clinically reviewed guide to symptoms, overlapping conditions and finding appropriate support.
Read on Charlie Health ↗Agent Orange and Pancreatic Cancer
A research-focused look at what the available evidence says about exposure and cancer risk.
Read the article ↗Top Reasons for Disability Denial Claims
Practical guidance on why VA claims are denied and what veterans can do next.
Read the article ↗The Hidden Inferno
Burn-pit exposure in the military and its potential links to cancer, published across two healthcare outlets.
Read on ImPACT ↗Supporting Veterans and Families in Conquering PTSD
A behavioral-health piece on PTSD education, family support, treatment and self-care.
Read the article ↗Understanding Secondary Conditions Linked to TBI
One example from the 300+ legal and educational articles I wrote and optimized for the firm.
Read on Hill & Ponton ↗Portfolio note: these metrics reflect my tenure at Hill & Ponton (Oct. 2022–Jan. 2025). The linked public pages may have been revised, redesigned or updated since I left.
The short version