About Shannon
Hi, I’m Shannon Cheesman, and this is my independent writing and editing practice. I’ve spent my career working in journalism, marketing, and organizational communication, and it’s the work I love most and do best.
My career began in local television news, where I started as a newsroom intern writing newscast scripts. I went on to work at three television stations in roles that included writing, producing, reporting, and content management.
After leaving broadcast journalism, I transitioned into digital marketing and freelance writing, working with businesses and organizations on a wide range of content projects.
I established this practice to provide clear, experienced writing and editing support for clients who need help creating or refining their content.
When you work with me, you get an editorial partner who cares about your message and treats your work with the same attention I give my own.
Selected Editorial & Content Work
I launched my freelance business in 2026, and it is still in its early stages. The examples and testimonials below reflect work completed prior to its launch and are included to give you a sense of my background and approach.
If you’d like to know more, you can find me on LinkedIn or, if you’d rather connect personally, you can book a short 15-minute call.
Projects I’ve Worked On
A few select case studies that illustrate my work. Hit + to read the details for each project.
The Challenge
A luxury fine jewelry brand needed to develop a comprehensive Jewelry Education Hub to support customers through the buying process. Purchasing fine jewelry online is both an emotional and financial decision, and many potential customers lacked the clarity needed to make confident choices.
The existing content did not sufficiently address common areas of confusion or build enough trust for high-value online purchases. Customers often struggled with understanding diamond terminology, comparing materials and settings, and evaluating quality without in-person guidance.
Goals
- Establish the brand as a trusted authority in diamond and fine jewelry education
- Simplify the jewelry-buying process through clear, structured explanations
- Strengthen SEO through educational pillar and supporting content pages
- Increase conversion confidence by improving transparency and trust
The Approach
Industry-focused pain point framing
Identified key areas of customer uncertainty—such as diamond grading, metals, and design choices—and addressed them in clear, accessible language.
“Diamonds are just the beginning when purchasing fine jewelry. There is also the metal type to consider, the different settings that hold the diamonds, and much more.”
Educational, benefit-led messaging
Positioned the content not just as definitions, but as guidance that empowers more informed purchasing decisions.
“Expand your knowledge by exploring our jewelry education topics.”
“Discover your birthstone and learn the meaning behind it.”
Credibility and clarity of expertise
Used precise, authoritative explanations to build trust while maintaining accessibility for non-expert readers.
“Cut is considered the most important characteristic of a diamond. A good cut gives a diamond its brilliance, which is the brightness that appears to come from the center of the stone.”
The Results
- A centralized education hub that improves engagement and time on site
- Stronger brand authority in the fine jewelry space
- Improved organic visibility for high-intent educational search terms
- Increased buyer confidence through accessible, trust-building content
The Challenge
A full-service digital marketing agency needed an updated landing page for its accounting and financial services vertical. The goal was to better position the agency for accounting firms—a highly competitive and specialized market.
The existing copy did not sufficiently:
- Speak directly to the core pain points accounting firms face
- Clearly articulate the benefits of full-service digital marketing tailored to accounting professionals
- Highlight deep industry expertise in a way that differentiated from generic agencies
- Use strong calls-to-action or leverage data-driven results to build credibility
Goals
- Position the agency as a go-to digital marketing partner for accounting firms
- Clearly outline pain points and benefits specific to the accounting industry
- Strengthen results-oriented messaging using case studies and performance metrics to build trust
The Approach
Industry-focused pain point framing
Identified the most common challenges accounting firms face and translated them into direct, audience-focused messaging.
“Struggling to attract high-value clients in a competitive accounting market?”
Benefit-led messaging and differentiation
Moved away from generic marketing language and emphasized tangible outcomes and industry-specific value.
Credibility and metrics
Integrated performance-based language and results to strengthen trust and authority.
“PPC campaigns consistently deliver conversion rates up to 8× higher than industry benchmarks, generating high-quality leads.”
The Results
- A landing page that speaks directly to accounting-firm pain points and decision-makers
- Stronger positioning of the agency as a specialist provider for accounting and bookkeeping firms
- Clear, metric-driven messaging that enhances trust and credibility
- A more focused conversion flow for high-intent visitors in a competitive niche
The Challenge
A San Diego–based residential real estate team needed updated website copy to better communicate their local expertise, build trust with potential clients, and increase qualified inquiries.
The existing copy was functional but lacked differentiation. It did not clearly highlight their hyper-local advantage, fully articulate the value they provide to buyers and sellers, or strongly support lead generation through calls-to-action.
Goals
- Position the team as local experts with deep, on-the-ground knowledge of the San Diego market
- Clearly communicate services for both buyers and sellers
- Increase qualified lead generation through stronger calls-to-action
- Reflect a tone that is experienced, responsive, and community-focused
The Approach
Local expertise positioning
Emphasized deep regional knowledge and neighborhood-level insight to strengthen trust and authority.
“Everyone on our team has deep roots in San Diego… we even know some neighborhoods so well that we can pinpoint attributes about them block by block.”
Outcome-focused messaging
Reframed services around client outcomes rather than generic service descriptions.
“We connect you with the best opportunities in the San Diego housing market.”
Clear conversion prompts
Streamlined calls-to-action to make next steps more direct and accessible for potential clients.
- “What’s My Home Worth?”
- “We’ll Help You Get There”
- “Let’s Start Something Great”
The Results
- Stronger positioning as trusted local real estate specialists
- Clearer communication of services for both buyers and sellers
- Improved calls-to-action supporting more qualified lead generation
- More consistent tone across the website aligned with business goals
The Challenge
A wellness spa based in Southern California needed a refreshed website to better reflect its calming, restorative environment and make it easier for local clients to book services online.
The existing copy felt outdated and lacked clarity. It did not clearly communicate the full range of services, fully capture the studio’s unique identity, or guide users toward booking in a natural and intuitive way.
Goals
- Write warm, inviting copy aligned with a wellness-focused brand
- Clearly outline services and associated benefits
- Encourage bookings through natural, low-pressure calls-to-action
- Incorporate brand heritage around traditional healing practices and modern wellness
The Approach
Benefit-driven language
Reframed service descriptions around client outcomes such as relaxation, balance, and renewal rather than listing services in isolation.
“Indulge in full-body massage services designed to support relaxation, rejuvenation, and a sense of inner balance.”
Authentic brand storytelling
Integrated the studio’s foundation in traditional Eastern healing practices while keeping the tone grounded and accessible.
“Rooted in traditional healing practices and adapted for modern wellness.”
Natural conversion prompts
Introduced soft, intuitive calls to action that supported booking without feeling forced or overly promotional.
- “Book Now”
- “Find Your Perfect Massage”
- “Relax. Relieve. Renew.”
The Results
- Clearer presentation of services and benefits
- Stronger, more cohesive brand voice across the website
- Improved tone consistency aligned with a wellness environment
- A stronger foundation for future SEO and local search visibility
What Clients & Colleagues Notice
Structure & Thinking
“Shannon is an experienced writer with a natural flow and a strong sense of structure. What stood out most was her ability to take a topic and truly run with it—turning it into something engaging and thoughtfully crafted. I would highly recommend working with her.” — John D.
Strategy & Collaboration
“Shannon has a unique ability to balance strategic thinking with execution, ensuring projects move forward efficiently while keeping stakeholders aligned. Beyond those skills, she is a fantastic collaborator, thoughtful, reliable, and always willing to step in and support the team.”— Ayme S.
Writing & Leadership
“Shannon is an exceptional writer and strategic thinker. She leads by example and her work ethic is genuinely contagious.”— Ryan O.
Reliability & Execution
“Shannon worked on a content writing project over several months, delivering multiple pieces each week. Her work was consistently high quality, and she was always reliable when it came to meeting deadlines. I highly recommend her.”— Upwork client
Editorial Precision & Trust
Shannon has a strong editorial eye and is a thoughtful, detail-oriented writer you can genuinely rely on. She is highly reliable, thorough, and proactive, with a collaborative approach that’s rare and valuable. Nothing slips through the cracks—what she manages flourishes, and the people she works with thrive. I highly recommend working with Shannon.” – Carlo V.
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