Project Description
Hudson Wellness is one of the top wellness centers in New York…
But their old website wasn’t doing a good job of communicating that to current or potential patients.
Not only that, but it was lacking answers to the key questions most patients have before signing up:
- What is wellness?
- How does it help me?
- And why should I pay for it?
But their old website wasn’t doing a good job of communicating that to current or potential patients.
Not only that, but it was lacking answers to the key questions most patients have before signing up:
- What is wellness?
- How does it help me?
- And why should I pay for it?
Hudson Wellness is one of the top wellness centers in New York…
What is wellness (and why should I pay for it)?
For most people,“wellness” is a relatively new concept.
It’s not immediately understood the same way “medical care” is.
And worse, when patients hear “wellness,” many think of pseudoscience or treatments that are not supervised by medical experts.
These were the challenges the Hudson Wellness team was facing when they reached out to me in early 2017.
They had a thriving business (thanks to their existing patient relationships), but their website wasn’t effectively communicating their sales message or converting patients.
After chatting with their CFO, Chris Wong, it was clear to me that the problem was two-fold:
First, there was the issue of clarity. They needed to clearly explain what wellness is, the benefits, and why patients should pay for it.
Second, there was the issue of trust. They needed to convince people that wellness is a branch of medicine (led by medical experts) that can help preserve their health for years to come.
Knowing this, I suggested we do three things:
#1: Branding— to help clarify their messaging and approach
#2: Strategy— to identify the core messages and where they should go
#3: Copy— to communicate the concept and benefits of wellness in a clear way
We started with branding, which (like all of my projects) began with a custom questionnaire.
Branding
To kick things off, I sent the Hudson Wellness team a custom branding questionnaire.
The questionnaire was designed to help me understand their brand, but also to uncover the core concepts of wellness and the best way to communicate them.
After filling it out, the team sent their responses back to me and I spent some time scanning for the most important information.
Once I had a clear picture of the brand and how to answer basic questions like “what is wellness?” it was time to move on to the strategy phase.
Strategy
Before I could write winning copy, I had to first figure out what the messages would be, and where they should go.
To do that, we scheduled a Strategy Workshop, where we discussed things like:
- Who are their leads?
- Where are they coming from?
- What is their level of awareness?
- What is their level of intent?
- What are the things that stop them from paying?
- What motivates them to pay?
This type of information informs the content, messaging hierarchy, use of social proof, and more (so it’s kind of a step you don’t want to miss).
Using the insights gleaned from the branding and strategic phases, I created a content architecture for the entire website.
A content architecture is sort of like a birds-eye “blueprint” for the content featured on a website — it lays out every page of the site and each content block within those sections.
To help the team fully “grasp” how a content architecture translates into real life, I even created a rough mockup of what their potential new Homepage could look like.
This gave the team everything they needed to begin visualizing how their new website would come together, even before a single word of copy was written!
