Openbay / CONTENT STRATEGY
Writing the script for a new category in the automotive industry.
CATEGORY CREATION × GROWTH
Openbay was bringing AI-powered auto-repair booking into a commoditized, low-trust market. The category needed a language people could understand and believe.
01 / SEE
Auto repair already came with too much uncertainty: unclear pricing, unfamiliar mechanics, and little confidence that a customer was making the right choice.
An unfamiliar technology needed to sound more human.
02 / SHAPE
Give the category a voice.
“Auto repair made simple.” A research-led tone built on humor and confidence.
Distinct language for drivers, repair shops, and Lyft drivers designed to read as one recognizable brand.
03 / TEST
For the Washington, DC launch, content became the growth engine: local SEO, testimonials, paid copy, lifecycle email, education, and performance dashboards built for drivers and shop owners alike.
04 / SHIP
310% blog-traffic growth.
560% Washington, DC booking growth.
6.6% → 25.4% booking conversion.
05 / SCALE
Once the category had language people could recognize, it became something people could choose.
Next: Writing the script for Google’s new publishing platform.