Job Details

Web Content Specialist

The Web Content Specialist is the creative and strategic owner of content on the company's websites, responsible for delivering exceptional user experiences and high-performing content that drives results. You will own the site's content strategy, search visibility, and continuous optimization. This position plays a key role in strengthening the brand, boosting e-commerce performance, and fueling overall business growth. The ideal candidate lives at the intersection of persuasive storytelling and data-driven detail. You know how to craft marketing copy that converts humans while structuring data that feeds AI models like Perplexity, Gemini, ChatGPT, and Claude, and the ever-evolving ecosystem of generative and agentic AI. Your goal is to maximize brand visibility, conversions, and growth across the entire digital discovery funnel. You won't just be managing basic keywords, you'll be architecting authority.

Essential Duties and Responsibilities:

• Own and manage the content of the company websites, ensuring optimal performance to increase traffic, engagement rates, conversion, and other key metrics.
• Develop and execute search, generative, and answer engine optimization strategies backed by data and research.
• Partner with web developers and Web Data Specialist on the technical foundation (schema markup, site speed, entity relationship) to ensure content is discoverable by both crawler and generative agents, and implement performance enhancements & design improvements.
• Use Web Analytics (GA4, Search Console, etc.) to identify friction points in the user journey and deploy copy/UX fixes.
• Leverage tools to help scale content production, perform deep sentiment analysis, and optimize for LLM citations.
• Collaborate with Brand, E?Commerce, and Digital teams to ensure a consistent look, feel, and messaging across the websites.
• Utilize emerging AI tools to enhance efficiency.
• Regularly monitor and analyze website performance metrics, reporting out on a regular basis.

NOTE: This list presents only the principal duties of the position and is not intended to be comprehensive. Duties may be changed or supplemented based on business needs.

Education and Experience:

• Bachelor's degree in Marketing, Digital Media, Web Development, Communications, or related field preferred.
• 2+ years of experience managing or supporting websites, digital platforms, or web optimization initiatives.
• Hands-on experience with SEO best practices, web analytics tools, and content management systems (CMS).
• Experience working cross-functionally with developers, designers, and digital marketing teams preferred.

Competencies and Skills:

• Advanced Search Strategy (SEO, AEO, GEO)
• Performance Copywriting
• Analytics (Generative AI Analytics, Attribution Modeling, Schema Markup & Structured Data, A/B Testing)
• AI Tool (LLM Prompting, Automated Content Audits)
• Cross-Functional Communication
• Basic Understanding of UI/UX and Website Architecture
• Strategic thinker with attention to detail and a performance-driven mindset.
• Ability to manage multiple projects in a fast-paced, deadline-oriented environment.
• Advanced skills in Word, PowerPoint, and Excel required.

Physical Demands:

Continuous: sitting

Occasional: walking, standing, bending, kneeling, squatting, reaching, fine and gross upper body motor movement.

Extended time in a sitting position, prolonged use of a computer, and possible eye strain.

Occasional lift: 0 to 30 pounds

NOTE: Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Work Environment and Personal Protective Equipment:

Office: Typical office environment and lighting with some exposure to plant environment, with fork lift and other general hazards.

Manufacturing/Warehouse: Within the Smith & Wesson manufacturing facility, employees may be exposed to manufacturing noise, airborne liquid chemicals, fine particulate dust, ambient temperatures, and industrial lighting. Work environment is similar to most manufacturing operations. May be exposed to excessive noise, temperatures, hazards associated with working around moving machinery, work in confined quarters, exposure to vibrations and shop lighting, continuous exposure to hot temperatures, may be humid, odors, dust, continuous exposure to mechanical hazards, and occasional exposure to chemical hazards.