Full website
copy
UX
copy
“It was great to have someone external come in
and help us sell our vision.”
Joe Morse & Booker Woodford
Co-founders, emote Care
“It’s great to have someone external come in to help us sell our vision, because we’re working on it day in and out and sometimes get lost in how to communicate it.
Working with Kayla has been a very easy and smooth process, with a quick turnaround. She’s brought a consistent, professional voice across our website and platform.”
PROJECT OVERVIEW
emote Care is an online therapy platform that aims to bring a more personal touch to the digital therapy world.
I helped them revamp their website and platform copy in preparation for their launch in the UK market.
THE “BEFORE”
Before working with me, emote Care’s copy was written by multiple team members. With everything else going on in preparation for launch, the founders didn’t have the time to focus on the copy.
They were looking for a professional copywriter to bring their copy across their website and platform to the next level, while maintaining a consistent voice that showcased their brand personality.
MY APPROACH
To get the background I needed to revamp emote Care’s website copy, I:
✓ Interviewed the founders and senior marketing manager to understand the how, why, and what behind the brand
✓ Analyzed their market positioning to bring out key differentiators and stand out from the crowd
✓ Tapped into the “voice of the customer” to highlight the needs and wants of people seeking therapy (and therapists looking to expand online)
HOMEPAGE:
PROBLEM SECTION
The online therapy market is crowded.
Most brand messaging centered around accessibility, and emote Care knew they needed to target a different problem to stand out.
We tapped into their USPs of full flexibility and “humanness” to differentiate from alternative solutions.
THERAPIST PAGE:
PROBLEM SECTION
On the B2B page, we met therapists where they are, acknowledging hesitations to taking their therapy practice online.
DATA PRIVACY SECTION
A major objection to starting online therapy is data privacy, and emote Care takes privacy verrrrrry seriously.
But that doesn’t mean we can’t have a little fun with the copy, right?
I lightened up this section using their easy-going brand voice to put a smile to readers’ faces.
ABOUT PAGE
We centered the messaging around potential users’ thought processes to overcome objections to digital therapy.
THERAPIST PAGE:
CLOSING SECTION
To drive therapist signups, we included an optimized offer and reduced friction around the application.
KEY CHANGES
✓ Overcame objections to joining as a new client or therapist.
✓ Brought a casual, easy-going brand voice to life across the website and platform.
✓ Met people where they are in their thought process and emotional journey when arriving on the website.
✓ Tapped into what makes emote Care unique to have a strong position despite entering a crowded market.
✓ Communicated core, differentiating messages across all headlines to spark interest and keep people reading.
✓ Used a variety of traditional calls to action mised with clear “calls to value”, signaling what was on the other side of the click.
THE END RESULT
emote Care launched their therapy platform in the UK market in winter 2024 with a consistent, lighthearted brand voice and differentiated messaging. I loved being a part of their launch and can’t wait to see what the future holds for them.
In the words of one team member, “You did a great job, beta testers gave us great feedback.”
Want conversion copy like this for your health brand?
Get in touch to see if we’re a fit.
