In the era of LLMs and AI-search, brand trust is the most important currency you have.
Unclear marketing that prioritizes tactics and algorithms leaves people confused, overwhelmed, or uninterested.
Plus, it demolishes brand trust. 📉 😢
HXM helps you cut through the noise with content that feels like a conversation — the kind your ideal customer actually wants to have.
Our strategies are built around how real people make decisions, not just what keywords they type.
Marketing should feel like a service — not a stunt.
We turn your expertise into thoughtful, human-centered communication that educates, builds trust, and moves your audience to act.
Whether it’s a product launch, a new email journey, or the foundation of your content strategy, we make sure everything leads somewhere intentional.
You won’t get a 40-page deck. You’ll get a plan that works.
We bring decades of combined experience in content, SEO, UX, and behavioral strategy — and we use it to solve real problems.
From day one, we focus on what matters: helping you reach the right people, with the right message, at the moment it matters most.
Meet the founders of HXM
About Nelle Smith
Nelle is a UX communication strategist with 10+ years in marketing. (We also like to joke around here that she is, essentially, a freelance CEO.) She's obsessed with the psychology & stories that propel meaningful human experiences.
Nelle has a long past client roster of growth-minded businesses and startups because she brings a pretty rare combination to the table: Problem-solving mojo + business instincts + serious writing chops.
She has deep roots in the startup and financial space (Root, Hippo, Clearcover, Sealed, Huckleberry, SurePayroll, and others) and a passion for helping orgs that are encouraging sustainability and driving positive behavior change.
Connect with Nelle:
LinkedIn
Individual portfolio
Causes Nelle volunteers her professional skills for:
- Pickaway Correctional Institution Writing Curriculum
About Amanda Johnson
Amanda digs into the nitty-gritty of SEO and content marketing science so you don’t have to. She built on the SEO concept of information gain and developed a framework to teach other SEOs and content marketers how to implement information gain at scale, earning the top spots for the query in both Google's video search and primary SERPs.
With 15+ years in comms experience — 10+ in SEO and content marketing — her tried-and-tested content-first SEO strategies have taken sites from 3-figure monthly organic clicks to 6-figure monthly organic clicks in 12-18 months.
She's worked with and written for esteemed SEO publications, including Clearscope.io, Backlinko, and Kevin Indig's The Growth Memo. Her work has also been featured in the Kickpoint Playbook and Women in Tech SEO newsletters.
Connect with Amanda:
LinkedIn
Individual portfolio
Causes Amanda volunteers her professional skills for: