Support and Growth is an online therapy service in Canada that connects users with professional psychologists who match their needs. Its goal is to make therapy accessible from anywhere. They aim to create the best online therapy product in Canada.

Freelance UX writer

4 days

I was tasked by the CEO with writing the landing page copy and mapping its information architecture and style guide. This is their first time involving a user experience writer and the brief lacked vital information. I hoped on call to get more details about how what they all to achieve with the landing page copy. Having gained clarity by asking the right questions, I came up with a strategy.

To write high-converting landing page copy that effectively communicates Support and Growth’s services, leading to appointment bookings. While focusing on conversion, I'll also play a crucial role in making the process intuitive, ensuring there is no friction leading to user drop-off.

My biggest challenge was the wireframing. I didn't have a designer at my disposal to collaborate with at the initial stage. The users I interviewed were small compared to the number of people I wanted to interview. The client wanted to prioritize SEO keyword stuffing, which I pointed out its flaws immediately while we were testing.

Competitor analysis alone wasn’t enough to determine how I'll write the copy, understand users’ thoughts and motivations. So, I conducted user research using conversation mining and user interview to understand users psychology and their needs. During this research, I discovered that most users wanted access to sessions whenever they needed them without delay. This sparked my curiosity and made me conduct user interviews with 3 individuals who use online therapy platforms. With this information I knew how necessary it is to emphasize how quick it is to connect with a therapist from anywhere. This aligned with Support and Growth's USP.

I began by examining the existing Support and Growth competitor's landing page to understand how they communicate their services to users. I checked for their word choice and their reviews for opportunities identified gaps in their copy like the overuse of cliche words and phrases. I documented my findings so they can be referenced in the future. I pointed out the flaws to ensure they are not in Support and Growth's copy, ensuring it stands out. The competitors I researched included BeWell Clinics and Mantra Psychotherapy.

I used the gorilla testing and cloze testing method to discover loopholes in the copy. I got participants from a therapy group, and there were 5 who participated. I took their feedback and documented and implemented changes based on the statistics. I used used agile methodology.

After gathering my UX artifacts, I wrote the first draft, which was mainly brain-dumping. After the first draft, I went through it for tweaking to resonate with the users. I ensured the copy was convenience-driven to align with Support and Growth’s unique selling proposition (USP). I presented the copy with an emphasis on immediate access to therapy, placing the procedure upfront.

I collaborated with the designer to ensure a sleek and intuitive user experience. I made various design suggestions, such as pop-ups, to enhance the user experience and reduce information overload. These elements made the landing page more intuitive. Users were able to find a therapist and book a session seamlessly without having to click several times.

This was my first experience working with a cross-functional team, and it taught me the importance of being a team player in a UX design and content design environment. It made me more creative and encouraged me to think beyond the copy I was tasked with. It also taught me the importance of SEO.