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Challenge: To explain in an easy-to-understand way how The Center for Medical Weight Loss (CMWL), a physician-directed start-up, was different from other weight loss plans. CMWL had no online presence before I was hired to transfer offline information into a robust content marketing site.
Solution: I worked with a designer and producer to create a short graphic video that showed what The Center for Medical Weight Loss program was all about without the user having to read through lengthy copy. I also did the content strategy and micro copy for the site navigation and pages, making it easy for users to find more information if they still had questions after watching the video.
Results: Not only did How It Works become one of the most viewed pages on The Center for Medical Weight Loss site, but overall traffic to the site resulted in a 200 percent increase in requests to sign up for the weight loss program.