Project Type: Large-scale CMS migration, SEO & plain language content strategy
Client: Texas Health and Human Services / DSHS

At DSHS, I played a key role in one of the agency’s largest digital transformation initiatives. This involved a $10M+ web migration project that required the audit, rewrite, and optimization of more than 3,500 web pages.

In addition to migrating content, I helped build a strategy for accessible, user-centered, plain-language communication that would actually connect with the public. Using tools like Google Analytics, SiteImprove, and Hemingway, I conducted deep content audits, rebuilt page structures, and aligned everything with WCAG 2.0 AA standards and SEO best practices.

I also:

• Developed editorial checklists and style guides to align 100+ authors and SMEs across the agency

• Cut average reading levels from postgraduate to 6th–8th grade, improving readability across the board

• Raised the agency’s Digital Certainty Index score from 60.7 to 83.5 in just 18 months

• Delivered performance reports to leadership with clear, data-backed content recommendations

Outcome: A faster, smarter, more accessible site that serves Texans better—especially those looking for public health information in moments of urgency.