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. Learn more about ourTotal Rewards philosophy.
AI is a fundamental part of how work gets done at Gusto. We 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.
About the Opportunity
Content is the front door of gusto.com — and the words on that door shape whether someone walks in.
Gusto.com 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 Senior Content Strategist, Web to own the messaging, content strategy, and copy across the gusto.com 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.
Here's what you'll do day-to-day
- Own the content strategy across gusto.com — 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
Here's what we're looking for
- 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 required, not a bonus
- Experience governing AI-generated content at scale — including defining review criteria, quality standards, and the boundaries of where AI output is and isn't appropriate
- Experience setting or contributing to content standards, voice guides, style documentation, or content systems that others use and build from
- Remarkable writing and editing skills — clear, concise, accessible, and inclusive.
- Robust systems thinking — you can hold the big picture (how does this page connect to the broader journey?) while nailing the details (is this microcopy precision and on-brand?)
- Comfort working autonomously in ambiguous spaces — you can take a complex, poorly defined problem, define a content strategy, and drive it to completion without heavy oversight
- Experience designing for web with proficiency in Figma
- Track record of collaborating proficiently with product managers, engineers, brand and product designers
- Experience with high-volume experimentation and A/B testing on web experiences
- Experience shaping and socializing content strategy rationale with senior stakeholders, including executives
- You ship. Strategy that never becomes a live page isn't interesting to you.
Compensation Details
At Gusto, we strive to provide rewards that empower employees to achieve their financial and personal goals. We offer competitive compensation packages with a strong emphasis on equity based compensation (ownership in Gusto). To learn more about Gusto’s compensation philosophy and benefits offerings please view our Total Rewards Approach page.
Our cash compensation range for this role is $146,000/yr to $183,000/yr in Denver & most remote locations, and $177,000/yr to $222,000/yr in San Francisco, Seattle & New York. Final offer amounts are determined by multiple factors, including candidate experience and expertise, and may vary from the amounts listed above.
Gusto has physical office spaces in Denver, San Francisco, and New York City. Employees who are based in those locations will be expected to work from the office on designated days approximately **2-3 days **per week (or more depending on role). The same office expectations apply to all Symmetry roles, Gusto's subsidiary, whose physical office is in Scottsdale.
Note: The San Francisco office expectations encompass both the San Francisco and San Jose metro areas.
When approved to work from a location other than a Gusto office, a secure, reliable, and consistent internet connection is required. This includes non-office days for hybrid employees.
Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it's the right thing to do, but because it makes our company stronger. If you share our values and our enthusiasm for small businesses, you will find a home at Gusto.
Gusto is proud to be an equal opportunity employer. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex (including pregnancy, childbirth, or related medical conditions), marital status, ancestry, physical or mental disability, genetic information, veteran status, gender identity or expression, sexual orientation, or other applicable legally protected characteristic. Gusto considers qualified applicants with criminal histories, consistent with applicable federal, state and local law. Gusto is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. We want to see our candidates perform to the best of their ability. If you require a medical or religious accommodation at any time throughout your candidate journey, please fill out this form and a member of our team will get in touch with you.
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Personal information collected and processed as part of your Gusto application will be subject to Gusto's Applicant Privacy Notice.