Website copywriting & tone of voice development
Elena Chow
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Posted Feb 21, 2024
Life coaching community, The Life Balance Institute, gets the website copywriting treatment by expert website copywriter Elena Chow. Explore the case study.
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The Life Balance Institute: Website storytelling that connects deeply to the big picture
The Client
The Life Balance Institute is a non-profit organisation, based in the US, providing life coaching services for people going through changes and transitions.
The Brief
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.
The Copywriting Service
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
The Strategy
To understand every aspect of business, today, and tomorrow:
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
To set the foundations and create a roadmap for growth:
Laying out the website to serve the current audience and services, but with an eye to the future plans of the business
The Best Bits
Setting up expectations and user journey
The opening statement
Attracting 'perfect-fit' clients
Storytelling opportunities
Optimising SEO blog articles to aid discovery
The Testimonial
“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."