Copywriting and Messaging Strategy for a Holistic Wellness Brand

When Your Product Has No Competitors, Your Messaging Has to Work Harder

I partnered with a fast-growing DTC e-Commerce brand in the holistic health and wellness space to help them maintain a strong, compliant brand voice while cleaning up under-performing content. With two brands under one umbrella, and a sprawling partnership and influencer program, they needed cohesive strategy and conversion-focused content that actually ranked.

The Problem with Being One of a Kind

As an innovator in the holistic wellness space, this brand creates products that have few viable competitors. That may sound like a good problem to have, but it can make defining your messaging and brand voice much more difficult!

Their customer support team was spending too much time educating (and re-educating) customers on the basic features of their products. They have supportive and loyal customer community, but their messaging varied across touchpoints.

They needed messaging clarity to broaden their reach and convert new leads outside their existing community.

Their biggest challenges boiled down to:

• Maintaining strong brand voice while staying compliant with health regulations
• Describing unique wellness products with clear copy that evokes familiar pain points
• Ensuring consistent messaging across two distinct brands
• Outdated product descriptions and under-performing content

Building a Foundation for Clarity (and Traffic)

Our engagement started with a “Learning Hub” project. We developed in-depth guides on all of their core products to help answer the most frequent questions from customers. We went beyond simple FAQs to create dynamic and informative pages that focus squarely on the customers’ direct experience with the products. The Learning Hub also provided more opportunities for their website to rank for branded search terms.

I also helped them with:

• Developing unified messaging pillars and clear tone of voice guide—for internal copy and to provide to partners and influencers
• Standardizing product copy for consistency and compliance
• Revamping the email newsletter to align better with brand messaging
• Writing all sales emails for special promotions and campaigns
• Creating all copy for new product launches (webpage product descriptions, email announcement, print brochure, “Learning Hub”)
• Optimizing existing blog content through keyword research, internal linking, and copy revisions

28% More Traffic. One Consistent Brand Voice.

My collaboration with this health and wellness brand resulted in a clear, consistent brand voice across all channels, strengthening the company’s identity and contributing to an increase in organic traffic.

• +28% increase in organic web traffic
• Stronger, more recognizable brand presence across web and social
• Expanded partner and influencer program with standardized messaging materials

Key Services

Whether you’re in a crowded market or a category of one, your messaging should sound unmistakably like you. Fill out the form below and let’s talk about how to get there.

Not sure where to start? Learn more about my messaging strategy services.