WEBSITE COPYWRITING CASE STUDIES
The Life Balance Institute:
Website storytelling that connects deeply to the big picture
The Client
The Life Balance Institute is a non-profit organisation, based in the US, providing life coaching services for people going through changes and transitions.
The Brief
When I met the team, Life Balance Institute were about to tackle major changes as part of a wider rebrand (recalibrating multiple offers, brand names, and audiences). The goal was to create a cohesive, purpose-driven organisation out of existing threads that had never been put together before.
Not only that, but multiple stakeholders were also at play, which meant my job – as the copy chief of the website launch and rebrand – was to wear multiple marketing hats to deliver copy that speaks to both the audience and new strategy. To align the goals of all the decision-makers who have dedicated their life's work to growing this business.
The Copywriting Service
Bespoke website copywriting package, including:
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Tone of voice development
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Messaging clarity
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User journey mapping
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Keyword research
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Audience outreach & persona research
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Weekly copy consulting calls
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Conversion copywriting for high-ticket offers
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Creative collaboration with design and marketing experts
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Ongoing copy support
The Strategy
To understand every aspect of business, today, and tomorrow:
With multiple stakeholders at play with their own interpretation of the business, deep-dive research, curiosity, and collaboration was key
To develop a unified voice:
Develop a cohesive story, catering to differing target audiences, under the same umbrella and mission
To set the foundations and create a roadmap for growth:
Laying out the website to serve the current audience and services, but with an eye to the future plans of the business
The Best Bits
The opening statement:
Setting up expectations and user journey:
Attracting 'perfect-fit' clients:
Storytelling opportunities:
Optimising SEO blog articles to aid discovery:
The Brief
TOC founder, Ana, had a clear vision: to scale her business.
With PR campaigns and advertising plans in her back pocket, she knew it wasn’t worth investing in fuelling growth – and her current website was missing the mark.
It wasn’t serving her mission, explaining how her business model works effectively, or telling her origin story to her audience of like-minded parents.
The URLs weren’t geared to connect and convert, and she needed to lay better foundations before launching into this high-growth phase.
Cue a complete website rebrand, with your girl on the words.
The Copywriting Service
Complete website copywriting, including:
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Tone of voice overhaul
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Keyword research
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Messaging clarity
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User journey mapping
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In-person feedback session
The Strategy
To ladder back to the overarching brand vision:
Second-hand shopping isn’t second best (or you know, sticky parcels circa Facebook marketplace).
To create clear, bite-sized sections to segment buyers and sellers:
The platform serves both parents shopping for second-hand products and the sellers who list them, they need guiding to the right pages and content.
To connect deeply with the community of parents:
Telling the origin story of how the business was born, to showcase the second-hand revolution on a more emotive level.
The Best Bits
Evocative storytelling, setting up the origin story & mission:
Clear instructions for “How it Works”:
Curated product edits to aid discovery:
Exploring the hidden stories and messages, behind the business ethos:
The Testimonial
“Evocative and impressive – you helped bring our brand to life!
You conveyed a felt sense of our teachings at different points of the copy, which is exactly what we were after.
I personally love how the whole website has a tone of inviting the reader to learn more about what we do."
- Andrew Gross, Lead Life Balance Strategist
