Content Strategist

About Gusto

At Gusto, we're on a mission to grow the small business economy. We handle the hard stuff — payroll, health insurance, 401(k) s, and HR — so owners can focus on their craft and their customers. With teams in Denver, San Francisco, and New York, we support more than 500,000 small businesses nationwide and are building a workplace that reflects the people we serve.

All full-time employees receive competitive base pay, benefits, and equity (RSUs) — because everyone who helps build Gusto should share in its success. Offer amounts are determined by role, level, and location. AI is a fundamental part of how work gets done  expect all team members to actively engage with AI tools relevant to their role and grow their fluency as the technology evolves.

AI experience requirements vary by role and will be assessed during the interview process.

Content is the front door of  — and the words on that door shape whether someone walks in.  is one of our key acquisition channels. The content across our site isn't a marketing afterthought but a growth lever. Every page, headline, and CTA is an opportunity to build trust, convey clarity, and guide prospective customers from discovery to conversion.

We're looking for a Staff Content Strategist, Web to own the messaging, content strategy, and copy across the  experience. This role sits at the intersection of content design, editorial strategy, and growth, and reports into the Brand Studio team within our Design organization.

You'll set the strategic direction and execution for how Gusto talks to prospective customers: developing messaging frameworks, writing high-converting page copy, designing intent-led content structures and information architectures, and optimizing experiences through A/B testing and experimentation. You'll partner closely with designers, product managers, engineers, and web marketing teams.

You'll also be at the forefront of how AI transforms web content — both in how you work (using AI tools to accelerate ideation, drafting, and optimization) and in the experiences you help shape. That means deciding how AI-produced content gets reviewed, how it's held to the same trust standards as anything else on the site, and where human judgment is non-negotiable.

If you're a strategic, data-informed writer who thrives at the intersection of content, design, and growth — and you want to own the content experience for a brand trusted by hundreds of thousands of small businesses — this is your role.

• Own the content strategy across  — what gets said, to whom, in what order, and why — with clear accountability for how content performs against acquisition and conversion goals
• Design intent-led content structures, page frameworks, and navigation flows that streamline user journeys from discovery to conversion
• Build high-performance messaging frameworks that turn complex product value propositions into compelling, human-centric copy that drives measurable business impact
• Write end-to-end web copy — from value propositions and headlines to CTAs, microcopy, and landing pages
• Proactively identify moments of friction across the web experience, propose content solutions, and validate through A/B testing and experimentation
• Partner closely with the interaction design lead, product managers, growth designers, engineers, and web marketing to ship cohesive web experiences
• Contribute to and evolve content standards, voice guides, and style documentation that others use and build from
• Use AI tools to accelerate your own workflow — and build systems that scale messaging consistency, voice implementation, and content QA across the site
• Translate complex product and technical information into simple, human, accessible language

• 5–8 years of experience in content strategy, content design, UX writing, or web copywriting with demonstrated ownership of complex, cross-functional digital experiences
• Demonstrated fluency with AI writing and ideation tools, and a track record of using them to do better work, not just faster work. Experience designing content experiences that are themselves AI-driven is…