Huel Landing Page
Ngoc Bui
UX Copywriter
Researcher
Copywriter
Google Docs
Whimsical Wireframes
Huel is a plant-based meal replacement company based in the UK.
To kickstart the project, I conducted a comprehensive competitive audit of other meal replacement brands' websites and customer reviews. And then I came up with these:
Problem:
Primary problem: "I'm too busy to eat"
Secondary problem: "I'm sick of eating the same meals at lunch, but I don't wanna give up dinners because they're social events"
Cure:
The product "A nutritionally complete meal that's ready in less than 5 minutes"
Proof:
Show the ingredients
Show people enjoying it on IG
Show that nutritionists recommend it
Show 4.3 stars reviews on Trustpilot
Offer:
From only $3.76 for a nutritionally complete meal.
After gathering all the information, I wrote the first draft based on PCPO formula, then wireframe on Whimsical focusing on the optimal page structure and information flow.
Then edit again based on
1. Clarity
2. Voice & tone
3. So what
4. Prove it
5. Specificity
6. Heightened emotion
7. Zero risk
