WEBSITE CONTENT STRATEGY & COPY
*To comply with my confidentiality agreement, I have omitted confidential information.
The Challenge
Author Health is an American healthcare start-up providing holistic virtual and community-based care for Americans with serious mental illness (SMI) on Medicare. Creative design agency C42D led the way on brand messaging and brand design and brought me into the project to craft a conversion-focused web strategy and copy for a placeholder landing page followed by a full website.
Sitemap development
Stakeholder interviews
Brand voice application
Messaging strategy
Copy wireframes
UX/UI design consultation
My role
I worked directly with the client Author Health and C42D’s UX.UI, design and project management teams to create a conversion-focused web strategy and custom copy, from site mapping to complete copy wireframes. Since this brand is new to the market, I was also involved with the brand design and development arm of C42D, translating strategy high-level brand messaging into consumer-ready website copy for four unique audiences: Patients, Caregivers, Providers and Payors.
The process
Author Health’s new-to-market wrap-around services are layered and complex with multiple audiences, an expansive offering of virtual and in-person services. The main CTA for each of the four audiences at this early stage is contacting Author Health via various web forms. Therefore, the site structure and content design needed to clearly distinguish each audience segment and deliver specific messaging to move readers to action. The overall strategy involved:
Accurate, Audience-Appropriate & Inclusive Language: Tailor voice, tone, style and vocabulary for each audience, while staying true to the larger brand identity, voice and style.
Product & Service Differentiation: Identify major differentiators for each audience based on patient/caregiver/provider/payor experience and known pain points.
Audience Segmentation & Messaging Strategy: Identify core audiences and craft messaging strategies based on pains and desires revealed through market research and interviews.
Clear Communication of Complex Services: Communicate integrated service offerings (technology platform + in-person and virtual clinical services + support) to each audience.
Strategy & sitemap development
I started with a deep-dive into the high-level brand identity documents, research, interviews and product/service menu to understand every facet of the service. Then I crafted a site map that served each audience. Simplicity, clarity and audience segmentation/specification were driving factors when determining the best site structure for Author Health.
Content strategy & page briefs
I composed individual page briefs for each proposed page to identify the audience, purpose and occasion for each page. This not only informed the copy for each page but provided the client with approved messaging strategies for each audience and offered them a solid reference during the copy review and revision phases.
Copy composition & wireframes
After presenting the detailed page briefs, I composed and presented all website copy in basic wireframes using Google Docs. These wireframes informed the page design and layout while leaving plenty of room for creative visual impact that complimented page content. These documents were shared with the client for easy feedback during the review and revision phases.
Ongoing support to launch
I provided content and UX/UI support to the design and web development teams after copy approval to the site’s official launch in early Jan. 2024.
Robyn/Doppio has been an instrumental partner for C42D.
Far more than just copy, Robyn delivers problem-solving, wireframes, research, and critical thinking. Her wireframes are the best I have seen, and the work is spot-on. Highly recommended.
Founder & CEO, C42DDAVID CARD
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