Inclusive Website Copy for a Fitness VOD Platform

I was tasked with creating copy for an online fitness platform. My goal was to develop a compelling tone of voice and messaging that speaks to a diverse audience, while integrating the copy seamlessly into the website’s structure.

The challenge was to position the platform uniquely in a competitive industry. I needed to create a voice that was inclusive, motivating, and energizing, all while ensuring the copy aligned perfectly with the website's flow and design.

Discovery call - I started with a detailed discovery session to fully understand the product and its target audience. This helped me define tone of a voice and messaging that would resonate with users.

Competitive research - I conducted competitive research to identify how we could differentiate the platform in a crowded market. The focus on inclusivity and empowerment became central to the copy.

Sitemap & Structure - After defining the messaging, I created the sitemap and structure for the website. This ensured a smooth user journey, where the copy could shine and lead users effortlessly through the content.

Copy Creation - With the structure in place, I crafted the copy. The tone was inclusive and empowering, motivating users to engage with the platform and join the fitness community.

Defined an inclusive, engaging tone of voice

Created copy that reflects the brand’s messaging and purpose

Provided a detailed sitemap and website structure to support the user experience

Delivered wireframes along with the copy to ensure seamless integration into the design