The Life Balance Institute: Website storytelling that connects deeply to the big picture

The Life Balance Institute is a non-profit organisation, based in the US, providing life coaching services for people going through changes and transitions.

When I met the team, Life Balance Institute were about to tackle major changes as part of a wider rebrand (recalibrating multiple offers, brand names, and audiences). The goal was to create a cohesive, purpose-driven organisation out of existing threads that had never been put together before.

Not only that, but multiple stakeholders were also at play, which meant my job – as the copy chief of the website launch and rebrand – was to wear multiple marketing hats to deliver copy that speaks to both the audience and new strategy. To align the goals of all the decision-makers who have dedicated their life's work to growing this business.

Bespoke website copywriting package, including:

Tone of voice development

Messaging clarity

User journey mapping

Keyword research

Audience outreach & persona research

Weekly copy consulting calls

Conversion copywriting for high-ticket offers

Creative collaboration with design and marketing experts

Ongoing copy support

With multiple stakeholders at play with their own interpretation of the business, deep-dive research, curiosity, and collaboration was key

To develop a unified voice: Develop a cohesive story, catering to differing target audiences, under the same umbrella and mission

Laying out the website to serve the current audience and services, but with an eye to the future plans of the business

View at: https://www.wordsbyelena.com/website-copywriting-case-studies/life-balance-institute-web-copy Includes:

Setting up expectations and user journey

The opening statement

Attracting 'perfect-fit' clients

Storytelling opportunities

Optimising SEO blog articles to aid discovery

“Evocative and impressive – you helped bring our brand to life!

You conveyed a felt sense of our teachings at different points of the copy, which is exactly what we were after.

I personally love how the whole website has a tone of inviting the reader to learn more about what we do."