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A playbook to rally people around the problem you solve.
ā° Read time: 5.5 mins
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In January of 2025, Eleos Health announced a $60M Series C. That came just two months after closing a $40M Series B.
According to Business Wire, the company tripled its annual revenue for three straight years and doubled it again in 2024.
In a short time, Eleos has become the most widely used behavioral health AI solution on the market.
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So, how did they build so much hype?
For starters, their messaging is on point.
Letās break it down.
DECODED: ELEOS’S WEBSITE
TL;DR:
Eleos Health doesnāt have your classic SaaS site. Because the core focus isnāt on the product or features.
What theyāre really selling is relief from the pain that behavioral health providers feel in their daily work.
Through empathetic messaging, human touchpoints, and smart objection handling, they make it easy for providers to believe this time, the technology will actually make their lives better.
Hereās what their website does *really*Ā wellā¦
BREAKDOWN
1. They anchor everything back to the problem.
Throughout the homepage (and entire site), Eleos consistently refers to the problem they solve: Behavioral health providers are overwhelmed with administrative work, which burns them out and detracts from patient care.
Their software gives providers back the time and energy to dedicate to their patients and do more of what they love.
Why it works:
Continuously connecting your healthtech solution to the problem you solve anchors your product firmly in your readerās mind as a painkiller ā a way out from the pain they feel in their status quo.
This is essential. Because while some brands like to skip ahead to talking about their solution and all of the wonderful features and benefits that come with it, you need to first establish the problem to build up desire and need for a cure.
I love that Eleos Health doesnāt just mention the problem in one short section on the homepage, but rather keeps coming back to it throughout their entire website, including their persuasive closing section.
2. Long, engaging headlines.
Eleos isnāt afraid to break “the rulesā in website copy with their headlines.
While thereās a tendency to keep web copy as short as possible, they use long headlines (even 1-2 full sentences in some cases) to engage the reader, remind people of why they built this, and communicate value at every turn.
Why it works:
Your readers arenāt reading every word of your copy. Theyāre skimming to find the most valuable and interesting information. And they look to your headlines as signals to explore further (or bounce).
Therefore, your headlines need to do the heavy lifting to convince people to stick around and keep reading.
Eleos Health does a beautiful job of ensuring that every single headline communicates an important message: whether thatās mentioning a problem or showing the value of adopting their solution.
3. It feels personal.
Eleos isnāt a faceless software. The theme “We Care” is carried across the site, and they lean into their customer support as a key differentiator.
Why it works:
Adopting a new software brings switching costs from whatever people are currently doing. And when tech products have glitches, knowing that you have responsive, human customer support at your fingertips is vital.Ā
Eleos Health emphasizes that they are here to support behavioral healthcare providers every step of the way and act as a partner on their road to success.
4. They put a face to the demo.
Eleos doesnāt just drop a “Book a Demo” CTA and call it a day. Nope ā they include a photo and full name of the sales rep youāll meet.
And if youāre not ready to talk to someone? You can watch a recorded session instead.
Why it works:
Including a real photo of the sales rep builds instant trust ā and itās backed by psychology.
Weāre wired to respond to faces. They create emotional connection and make brands feel more human and relatable. Using a friendly, approachable picture to show who will be on the other side of the demo satisfies our psychological need to reduce uncertainty and makes the product demo feel more appealing, according to Cialdiniās principle of likability.Ā
Finally, giving people the option to watch a pre-recorded demo reduces the friction around the click because itās less of a commitment than setting up a time to meet with someone. By providing this option, Eleos Health increases the chance that someone will watch the demo, see the value in it, and convert to a customer.
5. They counter objections proactively.
Eleos clearly understands their audience.
They donāt shy away from skepticism ā they acknowledge it head-on.
Healthcare providers have been burned by software tools that promise to save time, but in reality are a pain to adopt.
Instead of just saying, “Real clients, real results,” Eleos strategically introduces testimonials with a nod to the disappointment people have felt in the past. Then overcomes the objections with social proof.
Why it works:
As your reader goes through your website, objections will come up in their mind about whether or not they’ll like your product or if it’s the right fit for them, et cetera.Ā
It’s important to address these up front so that YOU can control the conversation.Ā
What Eleos has done really well is let their customer handle the objections, which is infinitely more believable than saying it yourself.
Again, their problem-focused messaging here is really effective because it shows readers that Eleos is on their side. They feel their pain and disappointment. And they are here to help.Ā Ā
KEY TAKEAWAY
If you want to build lasting hype for your healthtech product, take a page out of Eleos Healthās book:
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Psst: Want to know how to effectively use painkiller messaging on your About page? Then you should check out this article: What most About pages get wrong.Ā
~ Kayla
Whenever you’re ready, here are a few ways I can help you:
Turn more browsers into buyers with website copy that speaks directly to your audienceās pains and desires (and makes them kick themselves for not finding you sooner).
Tap into the gold mine of your email list with strategic sequences that delight subscribers and fire up your conversions.
Ā 3. The Copy Accelerator
In a rush to get this done yesterday? Get conversion copy for your website, landing page, or email sequence done and dusted within your tight timeline.
Ā 4. Website Review
Give your site a quick win with low effort, high-impact, and ready-to-implement recommendations to increase conversions.
Binge-worthy reads:
How Bloomlife gets the “yes”.
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