Copywriting · Content Strategy · SEO · Landing Pages

Customer-first copy, backed by the numbers to prove it.

I write copy for landing pages, emails, direct mail, social media, and SMS, built to lift conversion. Recent work includes a 9% conversion lift from an A/B test, a 154% higher click-to-open rate on a small business email, and a 17.87% increase in paid-traffic transactions after simplifying an enrollment flow.

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Copywriter at work
SEO Strategy Landing Pages Email Copy CMS Dev

Results

Proven Results

A selection of campaigns where my copy drove measurable lifts in conversion, engagement, and production efficiency across NRG Energy's brand portfolio.

Brands I Wrote For

NRG Energy owns a portfolio of retail energy and home services brands, each with its own voice and customer base.

  • Reliant Energy: Texas-based retail electricity provider, serving both residential and small business customers. Messaging leans price-sensitive and value-driven.
  • Direct Energy: Serves Texas and the East Coast. Balances reliability and value across two regional markets.
  • Green Mountain Energy: Renewable energy brand. Messaging centers on sustainability and environmental impact.
  • Discount Power: Value-tier energy brand. Direct, no-frills messaging built around savings.
  • Cirro Energy: Texas-based provider built around simplicity and reassurance, with a satisfaction guarantee and home services cross-sold in.
  • Xoom Energy: Messaging emphasizes reach, choice, and easy rate comparison.
  • Stream: Sold through independent associates and referrals. Messaging centers on trust and dependability over rate comparison.

Case studies below span different customer segments within the same brand, from residential cross-sell (Vivint × Reliant) to small business lifecycle communications, noted where relevant.

Case Study 1 · Reliant × Vivint

Vivint Home Essentials (VHE) Offer Test

ChallengeReliant needed a stronger offer to lift enrollment in Vivint Home Essentials, Vivint's smart home product cross-sold to Reliant's energy customers, across email, bill insert, and third-page channels.

Control

"Smarter energy. Smarter home. One seamless experience."

CVR: 1.14%

Test

"Get FREE smart home devices and a $40 annual bill credit."

CVR: 1.24% (+9%)

ApproachI rewrote the lead to move from a generic value pitch to a specific, quantified incentive, putting the dollar amount front and center in the headline and CTA.

ResultThe test beat control on conversion rate.

+9% higher CVR than control (1.14% → 1.24%)
Control Reliant Smarter Home Bundle control flyer
Test Reliant Smarter Home Bundle test flyer with $40 bill credit
Case Study 2 · Reliant Small Business

Paperless Billing Adoption Email

ChallengeReliant needed to grow paperless billing adoption among small business customers, from 20% to 30% by year-end, while reducing print costs.

ApproachI wrote a one-time email targeted at small business customers, leading with a clear, benefit-driven headline and three simple reasons to switch: convenience, organization, and sustainability.

ResultThe email outperformed small business benchmarks and delivered a strong lift in adoption compared to year-to-date results.

+154% click-to-open rate vs. small business ad-hoc emails YTD

44.5% open rate · 2.9% click-to-open rate · +6.5% paperless enrollments vs. YTD

Email Reliant small business paperless billing adoption email
Case Study 3 · Direct Energy

Direct Energy Enrollment Flow

ChallengePaid traffic was landing on the enrollment flow, but customers had to enter a full address before they could see any plans. Many dropped off because they just wanted to compare prices first.

ApproachI simplified the first step to a ZIP code and a few quick questions on one screen, then sent customers straight to plans.

ResultWithin three months, paid-traffic transactions rose 17.87% and Texas customer count grew 3.4%. The page is still live today, largely unchanged.

+17.87% paid-traffic transactions
+3.4% Texas customer count
Entry Direct Energy enrollment entry page asking for a ZIP code, property type, and a few quick questions
Plans Direct Energy plan results page shown after the ZIP code step
Plan details Direct Energy plan results page with rate details expanded

Selected work

My Portfolio

A curated selection of landing pages, email campaigns, and social content produced for leading energy brands.

Vivint landing page
Vivint
Mobile Wallet landing page
Mobile Wallet
Green Made Easy
Green Made Easy
How Is Green Renewable
How Is Green Renewable
How Texas Benefits
How Texas Benefits
25 Tips
25 Tips
Fraud Prevention
Fraud Prevention
What Type of Electricity
What Type of Electricity Is Right for You
AMB
AMB
Electric Line
Electric Line
RYU
RYU
AC
AC
DYE
DYE
Surge Protect
Surge Protect
Reliant Energy Flextra Credits billboard: Free electricity days every week

What I bring

How I Can Add Value

From technical CMS work to SEO-driven copy, I cover the full content lifecycle.

🖥️

Landing Page Development

Creates landing pages using CSS, HTML, JavaScript, and Bootstrap within CMS platforms including Sitecore, Adobe Experience Manager, Drupal, and WordPress.

✍️

Brand Voice & Clarity

I bring consistency and clarity to every piece of content. I always ensure tone stays true to the brand and simplify complex information without losing meaning.

🎯

Engaging, Direct Copy

I craft engaging and direct content that shapes every word to align perfectly with the brand's voice.

🔍

Quality Control

I pay close attention to detail with a thorough QC process to check for typos, grammar errors, and consistency across all content.

📈

SEO Optimization

I use tools like SEMrush to find gaps such as missing meta tags, weak keyword usage, and technical SEO issues, then fix them to boost search rankings and improve the user experience.

📱

Mobile-Friendly Content

I ensure webpages are mobile-friendly and write top-quality content that's engaging, easy to understand, and built for every screen size.

Sitecore Adobe Experience Manager Drupal WordPress SEMrush HTML / CSS / JS Bootstrap Email Marketing Social Media Claude ChatGPT Microsoft Copilot Grammarly Ahrefs Adobe Workfront Basecamp Figma UXPin Salesforce Adobe Photoshop

What others say

Testimonials

Kind words from colleagues and collaborators.

Thank you for your ongoing professionalism and persistence. I feel as though no matter what is thrown at you — including my edit suggestions! — you're always diligently working away to make projects the best they can be. Your adaptability and flexibility, especially during times of crisis or urgency, are vital assets for our team. Thank you so much for taking changes and two brands in stride and always stepping up!

FM · Senior Creative Manager

You are an amazing soul to work with! You are open, collaborative, accepting, and super smart! I have enjoyed all of our years working together. Thank you for bringing great content to the DE brand and always standing up for our brand!

CD · Email Analyst

I SO appreciate you. Your diligence and hard work are truly impressive, and you are such a breath of fresh air in our workplace. Your positive attitude and team spirit make working together a joy. You consistently go above and beyond, and your dedication does not go unnoticed. Thank you for being amazing in everything you do and for all the effort you put into making our team successful. It's an honor to be a copy cat alongside you!

ST · Project Manager

Working with you is so easy. You always deliver. I appreciate you and your kindness. Your smile is addictive. Your heart is huge. Thank you for being a valued member of the team but also the sunshine. Adore and appreciate you always. Hugs.

JN · Project Manager

You're just the best. You are a wealth of knowledge and experience. You're always there when I have questions. The few times I've had to handle DE projects, I've always known you got my back. You're so sweet and kind, and a superstar mom to boot. I'm so lucky to be a Copy Cat with you!

KM · Copywriter

My fellow BeyHive, you are such a queen. Your attention to detail and vast knowledge of the DE brand shines in your work and you always bring such positive energy to every project. I really appreciate all your hard work and look forward to our next project together!

KN · Designer

You are like a ray of sunshine. Your smile and your aura really brighten up a room. You are such a hard worker and you accept challenges with no hesitation and a smile on your face. We are happy and lucky to have you on the team. Looking forward to working on more!

IV · Creative Marketing Manager

I'm always really impressed by your work, and you've always been helpful with my questions about DE. You also bring this calm attentiveness to projects and meetings and it's great. Sometimes when I see your work I think of the mastery it would take to write copy in a foreign language — and you're an awesome copywriter to boot. That is really amazing. I'm glad we're fellow Copy Cats!

DS · Copywriter

It's always a pleasure to work with you. Glad you are part of the team. You are always ready to listen and to advise. Thanks for ALL you do! It's an honor to be a copy cat alongside you. You are so appreciated.

JH · Designer

We are so grateful to have you as part of the team! Thank you for all the value you bring!

DB · Senior Creative Manager & Head of Print

Thanks for being always helpful and available for my questions! I look forward to many more projects together doing the Direct Energy rebrand. ¡Gracias por todo!

MS · Spanish Copywriter

I know we haven't spent too much time together but the few conversations we've had were a lot of fun — you made me laugh a lot! You are also super easy to work with and so collaborative. I look forward to more exciting conversations with you!

JW · Designer

The only team member who's had the pleasure of standing on my front porch! Thank you for supporting the DE brand alongside me for the past few years and absolutely crushing it for our customers. It's an honor to be a copy cat alongside you. You are so appreciated.

EM · Copywriter

Brenda at her workspace

About me

Hi, I'm Brenda!

I spent five years at NRG Energy, writing for seven brands across four progressively senior roles. My work covered acquisition, renewal, and cross-sell campaigns across various channels.

I worked remotely from Houston and recently relocated to Sofia, Bulgaria. I love working with designers, developers, and UX/UI to bring a creative to life. I'm also comfortable working asynchronously across time zones. Slack, Teams, and Zoom are part of my daily workflow. I work well independently and keep my communication clear, so the point always comes across.

French: Native English: Native Spanish: Proficient Bulgarian: Learning

Let's work together.

Need copy, content, SEO, or landing pages? I'd love to hear about your project.

hello@brendaportfolio.com