My Work

I do web content work for all kinds of clients, from agencies, to universities, to energy healers, to CPAs. For me, it's important to know my clients well so I can help you share your vision and tell your story in a clear, authentic way. 

If you think I'd be a good fit for your next project, I'd love to connect.


North Central University

Best in Class, 2018 Interactive Media Awards

North Central University lost their project lead in the midst of a website redesign and needed leadership to complete the project within a tight deadline. I partnered with web strategist Erik Gruber to bring North Central through a successful buildout and launch.

  • Partnered with vendor, marketing staff, and IT team to manage timelines and coordinate across teams

  • Created content loading and tracking systems

  • Tested all CMS functionality and responsive design

  • Carried out all content loading in the CMS

  • Managed launch tasks and coordination



Suzanne Worthley

Suzanne is an energy healer and intuitive with a growing client base. She wanted to find new ways to extend her brand and grow her online reach. I helped her set the strategy and then built a new site using the Rainmaker platform to launch her first membership community and provide online courses. 

Project partners: Photography by Scott Streble.


Bethel University - Website Redesign

Bethel University needed to migrate their multi-thousand page website to a modern content management system and responsive design. I partnered with their web team to lead the content migration, implement the CMS, and prepare the site for launch.

  • Audited existing content and created a migration plan

  • Led the content strategy and worked with the writing team to rework all content to meet new brand standards

  • Partnered with development team to define CMS requirements and test all CMS tools

  • Led CMS loading and buildout efforts

  • Set up all roles, access levels, workflows, and training programs

  • Managed testing across browsers and devices

  • Coordinated project timelines and task assignments


La Jolie

When two hairstylists decided they wanted to leave their corporate salon and go out on their own, I partnered with fellow content strategist Erik Gruber to define their brand and build a site using Squarespace that matched the simple design of their new salon suite.

Hanley Wood Marketing

For years, I’ve partnered with Hanley Wood as an interactive producer and web writer on a number of projects for their top clients.

  • Partnered with client services, project managers, and web developers to plan, build, and launch digital products

  • Managed CMS loading and regular maintenance for a number of client sites

  • Rewrote and loaded content for site migration projects

  • Performed site QA and testing

  • Created documentation and training guides for clients

Kelsey came in to Hanley Wood to help with my maternity leave. She was so valuable to our team that we tried to keep her. She stepped into my shoes and many projects with little guidance and earned the trust and respect of all of the personalities and roles she worked with. She is very detail-orientated and quick on her feet. I would hire her again in a minute if she would just take the job.
— Pam Degnan, Digital Producer

Bethel University - Portal Redesign

Bethel University’s portal system serving thousands of staff and students was no longer being supported, and most of its content hadn’t been reviewed in years. I worked with Bethel’s web team and writer Erik Gruber to audit existing content, connect with key stakeholders, define CMS requirements, and migrate to a new portal that better served community needs.


Shamanic Bodyworks

Lisa needed a website to launch her alternative massage therapy business and communicate her niche therapy techniques in a competitive market. I created a simple site in Squarespace that’s low-maintenance and clearly defines what makes Lisa different.


Binder Heating

Binder Heating needed an updated website, but they didn’t want to be stuck in another web system that was hard to maintain. They also wanted to hire someone who would help not just with the buildout, but with writing new content to reflect their local brand.

I refreshed all their content and built a new, responsive site in Squarespace that’s easy to update and is well supported.

Project partners: Photography by Dan Iverson at The Anthologie.



Tom Bulger, CPA

Tom Bulger wanted to refresh his site to attract more right-fit clients for his accounting practice. I worked with him to define his target audience, create new messaging, and build a site using Squarespace that, according to Tom, is bringing in too many right-fit clients that he’s needing to grow his staffing.


Recreation and Fitness Resources

This recreation non-profit in northern Wisconsin was struggling to maintain five different websites for their programs and manage all payments in person.

I audited all existing sites and created new, cohesive site using the Weebly platform. We were able to launch a unified site to better communicate their programs and take online payments for classes and memberships.

Project partners: Logo and brand design by Bizy Does It.


Mill City Church

Mill City Church wanted to move their site to a new content management system and responsive design, but reworking and migrating the content seemed daunting. They hired me as a web content strategist to consult and train their team on the web content process.

I led multiple meetings including an IA exercise and writing workshop to help them set a strategy and structure to carry them through a successful launch. From those consulting sessions, I created a web hub of resources to help guide the process.

Our project felt very overwhelming when we first started. I was afraid we’d get to the end and realize we missed something huge. Now, I don’t have that fear. When Kelsey came into the picture, it started to feel manageable. She was so organized and clear in her communication. It was great!
— Stephanie Williams, Mill City Church

Tim Munkeby

Author Tim Munkeby wanted make usability improvements and move his website to a responsive design. I migrated his site to Squarespace to create a simple platform for promoting books and sharing his regular musings from the Northwoods. (I also provided all the developmental editing for his latest novel, Will.)