They felt that their website copy was outdated, vague, and didn’t effectively convey all that they have to offer to industry professionals. The overall goal was to gain memberships.

Through the writing, I needed to give them a mission, a brand voice, and speak clearly to healthcare specialists in the hand and upper extremity profession while showcasing the education and networking opportunities they provide.

Process:
Since this project involved a committee of administrators, our initial meeting was to allow them to discuss their current website copy. What did they like or not like? What was essential to keep? What was outdated? Hearing from each member was necessary, as they each had different points they wanted to make.

Following that meeting, I sent them a brand interview questionnaire to review and consider. We scheduled a second meeting to review the document and delve deeper into things such as:

What they wanted to be known for
How they wanted to sound
Why people should join their membership

As writing commenced, I sent a draft of the home page copy first to ensure I was capturing the brand voice and tone we had discussed. We collaborated through the entire project through shared documents with commenting capabilities and Google Meet/Zoom meetings.

Results:
They now have a voice that speaks loud and clear to industry professionals. Membership renewals and new memberships have increased, events are better attended, and they are seeing more referrals.

Client Feedback:
“Amy is so easy to work with. She communicates and responds quickly and efficiently. Our copywriting process was smooth and seamless. Amy did the work upfront to understand who we are as an organization, which made reviewing the content drafts and getting the final write-ups very simple, with not a ton of work on our end.”Rachel G. – Georgia Hand and Upper Extremity Special Interest Group

Project Takeaway:
The most important part for me was giving this group a brand voice. Creating that first was the key to unlocking the rest of the copy.

Tip:
If you don’t know what your brand voice or tone is, your audience won’t either.