Selassie A. A. Thompson

BriefBot feature launch

BriefBot was an AI-powered tool that helped lawyers generate case briefs faster. I created the visual assets, wrote the announcement copy, and coordinated distribution across email, blog, and social media. A year and a half later, when BriefBot gained new capabilities (Facts, Holdings, Ratio), I wrote and distributed the follow-up launch.

• Designed launch graphics and feature explainer visuals in Canva
• Wrote the feature announcement article for the company blog
• Drafted email campaign copy introducing the feature to existing users
• Created social media posts to drive awareness
• Briefed and partnered with a legal-content creator to produce an Instagram reel introducing BriefBot

Assisted Research feature launch

Assisted Research was a feature that enabled legal professionals to conduct faster, AI-supported case research. I followed a similar multi-channel approach: designing assets, writing the feature story, and ensuring consistent messaging across platforms.

• Created visual assets explaining the feature’s workflow and value
• Wrote the product announcement article
• Coordinated launch timing across blog, email, and social channels
• Briefed a legal-content creator to produce an Instagram reel walking through the Assisted Research flow

Company anniversary campaign

For Judy Legal’s 6th anniversary, I planned and executed a content campaign that combined storytelling with celebration. I interviewed the team behind Judy to capture their journey building the company, then shaped that into a narrative around growth and milestones, published across social media.

• Organised and coordinated practising lawyers to record product testimonial videos
• Interviewed team members about their journey with the company
• Produced interview-based content published on social media
• Designed anniversary visuals, wrote the anniversary email, and coordinated the publishing schedule

Designed posts and cross-channel rollouts

I designed the visual assets for every product launch in Section 01 above: social media graphics, feature explainer cards, and email headers, all created in Canva to maintain brand consistency. Two examples below, one a standalone visual, one a partnership announcement with full cross-channel rollout.

Partner outreach brochure

Beyond screen-native work, I designed a multi-page marketing brochure for Judy Legal from scratch, used at partner meetings and conferences to cover the case-law database across Ghana, Kenya, and Nigeria.

SEO at Judy Legal: from CSR to SSR

I led the migration from client-side rendering to server-side rendering at Judy Legal. Once the team shipped it, Core Web Vitals improved across the site and we saw a step-change in Google Search Console metrics quarter over quarter:

• Clicks: 60.1K to 82.6K (+37%) last 3 months vs previous 3 months
• Impressions: 2.03M to 3.45M (+70%)
• Average position: 9.1 to 8

This is the kind of SEO work where content strategy and engineering decisions meet. I got to be the person holding both sides of that conversation: making the case internally for the rendering change, shaping the page templates that shipped, and writing the page copy the new templates were built around.

AEO: tracking citations across Perplexity, Gemini, Claude, and ChatGPT

I run weekly AEO visibility monitoring for Judy Legal across the AI search tools people actually use to find answers: Perplexity, Google AI / Gemini, Claude, and ChatGPT. The goal is the same as classic SEO, just with a different set of robots reading the site and deciding what to cite. I track visibility, share of voice, sentiment, and position against 15 competitor brands in the African case-law space, including AfricanLII, LawPavilion, KenyaLaw, vLex, DennisLaw, Legalpedia, GhanaLaw, GhaLII, and NigeriaLII.

In the snapshot below, Judy sits at position 4 of 16 with 23% visibility and 12% share of voice, average position 2.3 across the four tools. That is the kind of competitive footing the SSR migration and subsequent content work were always aiming at.

The craft side of the site itself

This site is Exhibit B. I built selassiethompson.com from scratch on Astro with per-page title and description, canonical URLs, Open Graph meta, JSON-LD structured data where it adds value, a sitemap that only exposes public pages, and a robots.txt that quietly keeps tailored application pages out of the public index. It’s the same instinct at a smaller scale.

Employee handbook and internal documentation at Judy Legal

I authored Judy Legal’s first employee handbook and code of conduct from scratch. That meant interviewing leadership, translating values and policies into clear day-one documentation, and designing the cover and interior layout in a single voice.

MEST Africa: recruiting comms across six countries

Before Judy Legal I recruited for MEST Africa, an entrepreneurial training programme, across Ghana, Nigeria, Kenya, South Africa, Côte d’Ivoire, and Zambia. The work spanned candidate sourcing and interviews, recruitment copy and promotional material, and on-the-ground events. The press placement below covered one of those MEST Spaces events in Accra.