The Client:
The client was Burbank Plastic Surgery, and I was working on contract with an agency.
The Project:
They were in dire need of a copy makeover. All original copy was scrapped and all pages completely rewritten.
They felt the old site did not reflect the patient-centered philosophy that was so important to them.
New headlines, taglines, and CTA's were created.
8 landing pages were also created for marketing purposes.
The Task:
Customer research, including email surveys, review mining and 6 customer interviews.
Competitive analysis.
Work directly with MOA to ensure maximum accuracy and impact of the copy in the final product. Creative direction was recommended to the designer.
The Challenge:
Launching a revamped website in a very crowded and extremely competitive market. (Los Angeles, CA)
Sitemap:
And all copy written for:
• Home
• Our Practice
◦ Meet the Team
Surgeon, Anesthetist, and 6 team members
• Procedures (no page)
◦ Face (no page)
▪ Face Lift (unique layout + 4 to 6 images)
▪ Rhinoplasty (prep 4 to 6 images)
▪ Blepharoplasty (prep 4 to 6 images)
▪ Neck Lift (prep 4 to 6 images)
▪ Brow Lift (prep 4 to 6 images)
▪ Chin & Jaw Augmentation (prep 4 to 6 images)
◦ Breast (no page)
▪ Breast Lift (prep 4 to 6 images)
▪ Breast Implant Revision (prep 4 to 6 images)
▪ Breast Augmentation (prep 4 to 6 images)
▪ Breast Reduction (prep 4 to 6 images)
◦ Body (no page)
▪ Body Contouring (prep 4 to 6 images)
▪ Tummy Tuck (prep 4 to 6 images)
▪ Liposuction (prep 4 to 6 images)
▪ Brazilian Butt Lift (prep 4 to 6 images)
▪ Mommy Makeover (prep 4 to 6 images)
▪ Arm Lift (prep 4 to 6 images)
▪ Thigh Lift (prep 4 to 6 images)
◦ Men (no page)
▪ Gynecomastia (prep 4 to 6 images)
▪ Face and Neck Lift (prep 4 to 6 images)
▪ Male Rhinoplasty (prep 4 to 6 images)
▪ Body Contouring (prep 4 to 6 images)
◦Hair Rejuvenation (no page)
▪ FUE Hair Transplant (prep 4 to 6 images)
▪ Eyebrow Transplant (prep 4 to 6 images)
◦ Non-Surgical (no page)
▪ Facial Fillers (prep 4 to 6 images)
▪ Botox (prep 4 to 6 images)
• Gallery
◦ Details
• Blog (include email capture field)
◦ Details (include email capture field)
• Burbank First Timers
• Contact
◦ Thank You
• Pricing
Original home page Headline.
Look the way you feel.
New home page Headline.
The change you need.
The results you want.
The care you deserve.
The old tagline was confusing and potentially off-putting. Many patients are wanting to receive help with something that is troubling, and they aren't feeling their best when landing on the page. Many patients stated during the research phase, that the point of going through a procedure is TO feel better about themselves.
(I considered a small change, “Look as Young as You Feel", but I found that this was taken by a San Diego Plastic Surgeon. Too close!)
The new tagline speaks to the pain points of the client, and comforts them with the promise of satisfying their concerns.
The client also wanted to impress how they are there, every step of the patients journey. Attention, care and ensuring all needs are addressed was key throughout the website:
Original above the fold
.
-There is only a banner image above the fold, and then too much bulky copy follows
-No headline or tagline
-No call to action
-Copy is using old SEO principles (IE: Keyword stuffing)
-Copy is needs work
New above the fold:
-Clean and attention getting. No more wall of copy.
-Attention-getting headline.
-Supporting subhead
-Clear call to action
-Research showed patients knew the gist of the procedure and had done their homework. They want to know up front the price, recovery, length of procedure, and level of pain that is to be expected. The body copy would follow with further details.
Original body copy example:
New body copy example:
After fully understanding and empathizing with the needs of the audience, each page of the site was wireframed to ensure a logical structure, and copy and design worked hand in hand to ensure calls to action, buttons, and images were logically placed for the best possible user experience.
With such a highly competitive environment, it was essential that we communicate the practice’s unique values to set it apart from the many other plastic surgeons. We incorporated the key unique values they offer their clients immediately below the fold and throughout the site, ensuring to use client-centric language.
By sharing the strongly held values of the practice, we made it easier to build trust, comfort, and confidence, as well as communicate their exceptional expertise.
The clear organization and segmentation of the site made for easier navigation and access to the required information. With such a large site, ease of use was absolutely key.