Copywriting. Creative Directing.
I have played a number of roles in creating websites for companies large and small. Sometimes it is simply creating directional copy (like for @ Properties) so the user experience is pleasant and intuitive. Sometimes it is working closely with designers to reimagine the homepage tone and approach (like for CNA insurance). And sometimes it is a more deeper involvement of concepting the entire site and the paths users will take through it (like for The Trip Studio, Magnani Continuum Marketing and Emmi Solutions).