The goal of the website and web-copy is to have visitors sign up for an account, in order to enroll in a free online "Personal Improvement Program". Users sign up for their online Personal Improvement Program (or Service) to access a curriculum of interactive video and tools to develop better skills for improving approaches to their daily life matters and unique obstacles that will help them experience an improved quality of life. That description is a little vague and boring, and our site copy needs a similar revamp.
In this project, we’re looking for a fundamental re-attack of our site copy on 4 different pages, and to work together to establish a strong theme or brand image with this new copy.
Positioning this brand and copy is difficult for two main reasons. First, people's personal obstacles are different, so it's hard to capture what improvement looks like and means to the largest number of site visitors, let alone show that there is room for improvement (or a problem that our service solves) in every individual person. Second, there is stigma around the path of working to improve thinking, emotions, and behaviors (any situation where someone is committing to a solution that's similar to working on mental health issues). Additionally, someone's visit to the site will most likely be the average person's first time starting any type of Personal Improvement Program, not to mention one that can now be done online and free of charge.
That said, currently, the tone and wording of all the copy on the site has been kept very general, very product- or feature-focused. We want to have a more comfortable tone, that’s less corny and salesy. We spend too much time explaining the features, or how someone uses the tool, and not enough time selling them on sign-up or personal outcomes from the product. We're looking for headlines that grab attention, copy interesting enough any reader can get pulled in to a story. Please take the flexibility to add/remove copy sections, styles (headline, subhead, body) or length to existing copy areas.
All text copy should promote primarily: sign-up/registration for a program, and secondary: commitment to complete programs. For more information on repositioning or creating a theme, refer to our existing copy for what our program involves.
Inspiration for tone and angle:
- Primary: [url removed, login to view] or [url removed, login to view] (these sites are positioned to end users- or audience similar to ours)
- Secondary: [url removed, login to view] (this site is more directed at third-party portals interested in offering a program like ours to an end user, instead of talking to the user themselves). Copy here is probably more appropriate for our corporate or sales site, and doesn’t exactly reflect the benefits that an
individual using the product would experience, but moreso the benefits someone offering our program would experience.
- Other: [url removed, login to view] or [url removed, login to view]
About Us Page Copy Inspiration:
- [url removed, login to view]
- [url removed, login to view]