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Versatile content writing, brand messaging development, and content strategy.5+ Years Experience | Neuroscience B.Sc. | Research-Driven Marketing-

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It can be clearer. Simpler. More effective.

What stands between your message, product, and audience?

Most products and services don’t suffer from a lack of quality.They suffer from a lack of clarity.People don’t always understand what you offer, why it matters, or what they should do next.I help turn complex ideas, technical services, and overloaded messaging into clear, human, and persuasive content that connects brands, audiences, and business goals.

Selected Clients & Projects

Wait, who are you again?

Hi, I’m Shiri Ben Artzi, a very versatile content writer.I hold a B.Sc. in Neuroscience, a field I chose out of genuine curiosity about how people think, make decisions, and navigate their lives.Over the years, I discovered that people don’t always connect with information, but they do connect with meaning, clarity, and the feeling of being understood.The combination of a research background and hands-on experience across dozens of projects allows me to approach content from multiple perspectives at once: the brand, the audience, the user experience, and the business objective.

Great products deserve great content.Do you have a product, service, or idea that’s difficult to explain?Let’s turn it into something people understand, remember, and want to act on.

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^{Shiri Ben Artzi 2026 © All Rights Reserved}

derech egged

The Project
Derech Egged is a public transportation company within the Egged Group, providing transportation and shuttle services throughout the Jerusalem area.
The project included complete website copywriting in both Hebrew and English, with the goal of creating a clearer, more accessible, and user-friendly experience for passengers.The Challenge
Public transportation involves a large amount of information, procedures, technical questions, and operational processes.
In many cases, the information already exists, but it is written in bureaucratic, technical, or overly complicated language that makes it difficult for users to find answers quickly.
The challenge was to transform complex operational information into content that feels clear, human, and accessible without compromising accuracy or regulatory requirements, in both Hebrew and English.The Process
- Simplifying Complex Information
A significant part of the work focused on making information more accessible when it had originally been written in highly technical or bureaucratic language.
The goal was to help users find information easily, understand the available services, and get answers to common questions without needing to contact customer support, or becoming frustrated along the way.
- Creating a Stronger Human Connection
Public transportation websites often rely on professional, bureaucratic, and sometimes... distant language.
One of the goals was to identify opportunities throughout the website where a warmer and more approachable tone could be introduced naturally.Examples from the Website

Services
- Website copywriting in Hebrew and English
- Copy & microcopy writing
- Complex information simplification
- Collaboration with stakeholders throughout the projectWhat I Love About This Project
This was one of the first projects that showed me just how much good content can influence the user experience.
The project required taking functional and relatively complex information and organizing it in a way that helps people find answers, understand services, and complete actions more easily.

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CASE STUDY
Creative Microcopy for a Landing Page & Digital Campaign · Arts & Culture · Hebrew

beit avi chai

The Project
Beit Avi Chai is a wonderful center for Jewish-Israeli culture and creativity in Jerusalem, producing events, exhibitions, podcasts, and original content for diverse audiences.
The project included writing microcopy for digital campaigns and creative landing page copy for an exhibition by artist Pinchas Litvinovsky.
The main focus was creating content that sparks curiosity, conveys atmosphere and value, and invites audiences to engage without relying on lengthy explanations or direct marketing messages.The Challenge
Unlike projects where the goal is to explain a service or make information more accessible, this challenge was more emotional and creative.How do you invite people to discover an artist they may not know?
How do you communicate the unique character of an exhibition without turning it into an informational page?
How do you create interest and curiosity from the very first interaction with the content?The Process
- Digital Campaign for Podcasts
The project began with writing microcopy for Google Ads banners designed to promote Beit Avi Chai's podcast series.
The work focused on creating extremely concise messages that highlighted the uniqueness of each podcast while maintaining curiosity, clarity, and a strong call to action.Final Deliverables
- Digital Campaign for Podcasts

^{Creating short, focused messages designed to capture attention and encourage listening.
Adapting the message to a highly limited advertising format while preserving the brand's personality.}- Landing Page for the "Choose Life - This Is Art" Exhibition by Pinchas Litvinovsky
Before building the landing page for the Pinchas Litvinovsky exhibition, we visited the exhibition itself. It doesn't get more creative than that.
Rather than relying solely on information about the artist, we explored what made his work unique, what emotions and thoughts it evoked, and how that feeling could be translated into a digital experience.
The content was built around Litvinovsky's unique character as an artist who never truly belonged to a single movement, not socially, not personally, and not artistically.

^{A landing page built around art, curiosity, and Litvinovsky himself.}
Although the exhibition has ended, I highly recommend exploring Beit Avi Chai's other content. It's well worth it.Services
- Digital banner microcopy
- Creative and content concept development for the exhibition page
- Landing page copywritingWhat I Love About This Project
What's not to love?^ Graphic Designer - Imry Gefen^

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CASE STUDY
Content Strategy, Social Media Management & Professional Content Writing

teva pharmaceuticals

The Projects
For over a year, I supported Teva's content activity across multiple digital platforms, working with stakeholders from different fields within a complex regulatory environment.
The work included creating ongoing social media content, writing newsletters and professional articles, developing concepts and scripts for video content, and later building an annual content strategy for social media.
The main challenge was creating content that was engaging, accessible, and valuable for different audiences while meeting regulatory requirements and supporting the brand's business goals.The Challenge
As a pharmaceutical company, Teva operates in a world where every piece of content must comply with strict marketing regulations.
The challenge is balancing regulatory requirements with the need to make medical information accessible to the general public, while addressing the needs of different target audiences through professional yet approachable communication.Content Examples
- Ongoing Content Creation
Managing organic content for Facebook and Instagram on an ongoing basis.
The process included monthly planning, adapting messaging to changing business priorities, writing posts, and managing content throughout the year.

^{Creating ongoing content that balances business goals, audience value, and regulatory requirements.}- Professional Content
Writing newsletters and professional articles for both industry audiences and the general public.
In most cases, the work included independent research on medical topics and translating complex information into content that was clearer and easier to understand.

^{Making complex topics accessible through clear writing tailored to the target audience.}- Video Content
Developing concepts and writing scripts for video content, participating in production days, and collaborating with suppliers and production teams.
The work also included transcription, subtitles, and content adaptations for different platforms.

^{Making complex topics, such as mental health, accessible and relevant to the target audience and platform.}- Annual Content Strategy
As the project evolved, I led the development of an annual content strategy for Teva's social media channels.
The strategy was built around:
Business objectives
Existing content performance
Social media trend analysis
Target audiences
Key business areas
Products requiring growth supportThe final deliverable included content concepts, format recommendations, video production ideas, and an annual action plan, all tailored to Teva's unique marketing and regulatory requirements.

^{Developing an annual strategy based on business goals, content trends, audience insights, and previous performance.}Services
- Ongoing organic Facebook and Instagram content management
- Newsletter writing
- Professional article writing
- Video script development
- Collaboration with production teams and external suppliers
- Participation in production days
- Subtitling and transcription implementation
- Annual content strategy development
- Video content concept developmentWhat I Love About This Project
This project required constantly moving between different worlds: marketing content, professional content, video production, strategy, and collaboration with a wide range of stakeholders.
It demonstrates my ability to take complex information and business objectives and translate them into content that people genuinely want to read, watch, and engage with.

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CASE STUDY
Brand Messaging Development · Messaging Strategy Refinement · Sales Website Copywriting

Shlomo sixt

The Project
Shlomo Always Yes, part of the Shlomo Sixt Group, is Israel's largest and most recognized automotive company, and one I had the opportunity to get to know from the inside.
The project was born out of a desire to sharpen the brand's identity and rebuild its sales website so it would better reflect the company's values, create a clearer and more consistent user experience, and help customers make a major purchasing decision with confidence.
The work included an in-depth research and discovery process, interviews with senior leadership, defining brand values, developing a brand language for internal and external communications across platforms, and writing all website content. The goal was to turn car buying, a process that often feels overwhelming, confusing, or stressful, into a simpler and more approachable experience.The Challenge
Buying a car is one of the most significant financial decisions people make.
It involves uncertainty, industry jargon, endless comparisons, and the fear of making the wrong choice.
At the same time, Shlomo is a large and well-known company, but that scale can sometimes create a sense of distance for customers looking for personal guidance and accessible service.
The challenge was to create a language that could communicate professionalism and trust while also feeling approachable, human, and supportive.The Process
- Research & Brand Discovery
The project began with a series of interviews with stakeholders and senior leadership, including the company's CEO, alongside competitor research, market analysis, audience research, and a review of existing communications.
The goal was to understand not only what the company does or how it wants customers to perceive it, but also how it perceives itself.- Building the Brand Language
Based on the research, Shlomo Always Yes's brand values and core messages were developed, alongside a dedicated Tone of Voice Guide.
The guide was built on audience research, leadership interviews, language research, and an analysis of the brand's existing communication. Its purpose was to maintain consistency across internal and external communications while adapting messaging to different platforms.- Website Copywriting
Once the brand language was established, all website pages were written, including copy and microcopy.
The main focus was taking complex topics from the worlds of automotive sales, financing, and trade-ins and making them clear, friendly, and action-oriented.

Services
Competitor and market research
Audience research
Executive interviews
Core messaging development
Brand values development
Brand language guide creation
Complete website copywriting, including copy and microcopyWhat I Love About This Project
This was one of the first projects where I built a complete content process from end to end, from research and brand discovery, through messaging development, all the way to implementation on the website itself.
It also demonstrates the type of challenge I enjoy solving most: taking something complex, making it clearer, and helping people make decisions with confidence.^{Graphic Designers - Yael Issacharov, Asaf Cohen, Yuli Biran}

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