Case study · OnPay
Content hubs that serve search, product, and email
OnPay serves businesses with ten or fewer employees. Those owners search for answers on state compliance, new tax law, and business structure, often with no payroll expert on hand. I built hubs around those questions to reach them in search, serve customers inside the product, and give the team ready-made material for email and launches.
The approach
1
Pick topics with urgent, recurring questions
2
Build on the root domain so authority reaches every guide
3
Brief and fact-check with CPAs
4
Link to tools and product pages
5
Build ahead of the need
The hubs
One Big Beautiful Bill Act hub
A dozen guides on tips and overtime deductions, the 1099 threshold, bonus depreciation, and more. Also appears inside the OnPay product.
Business structure hub
More than 20 guides, from choosing an entity to paying yourself and hiring, plus a state-by-state startup checklist.
S Corp hub
About two dozen guides in five sections, live before the product plans it supports.
Minimum wage by state
A side-by-side table of 2026 rates and announced 2027 changes, CPA-reviewed and kept current.
Workers’ comp requirements by state
An interactive state map of coverage requirements.
Guides and downloads
eGuides, checklists, and calendars
Longer-form resources that answer the questions small business owners ask most, and give OnPay something useful to offer in email, on the site, and in the product.
My role on every piece
I developed the concept, briefed it, directed the design, wrote and edited the copy, worked with a CPA to fact-check it, finished it in Figma, wrote the web page copy, and built the page in WordPress.
Checklist · 2 pages
Mid-Year Payroll Switch Checklist
Walks owners through changing providers: data migration, tax documents, multi-state employees, and employee communication.
Built for people already looking to switch
Calendar · 20 pages
2026 Payroll Calendar
A month-by-month calendar of payroll and tax deadlines, with quarterly to-do checklists, deposit schedules, and holidays.
Reviewed by Peggy James, CPA
eGuide · 16 pages
Small Business Owner’s Guide to Payroll Processing
Payroll fundamentals, setup, a 10-step process, common pitfalls, and how to choose a solution.
Reviewed by David Kindness, CPA
Guide · 2 pages
Benefits Compliance 101 for Small Business Owners
ACA, ERISA, COBRA, HIPAA, and pre-tax rules in plain language, plus state mandates and links to official sources.
Reviewed by Marit Burmood, CPA, EA
eGuide · 12 pages
Small Business Owner’s Guide to Voluntary Benefits
What voluntary benefits are, how they work, and which common products fit a small business budget.
Reviewed by the OnPay benefits team
Checklist · 1 page
2026 Year-End Payroll and HR Checklist
Year-end tasks from employee and contractor data to filing deadlines and 2027 changes, used in email, the year-end hub, and social.
Reviewed by Tom Brock, CPA, CFA, and David Kindness, CPA