AWC PORTFOLIO //
launching a brand spanking membership
FOR AETHER®: THE WORLD’S FIRST EMOTIONAL HEALTH STUDIO
[web copy + SEO]
Aether®//HOME page
Sneaky insights: Hover your mouse over the screenshot of the Aether home page + start scrolling to see the full page in the flesh.
A NOTE ON BRAND VOICE >>
Nix, the founder of Aether, and I created a tone of voice that mirrored the softness and vulnerability needed for entering a breathwork session or meditation.
Sentences are lulling and lilting. But I also used shorter clauses to give space for the more complex ideas to breathe.
The brand aligns itself with the reader, using ‘we’ a lot, so the reader doesn’t feel we are accusing them of struggling with their emotional help. Instead it shows that even the experts feel these feelings too.
Aether®//ABOUT page
Sneaky insights: Hover your mouse over the screenshot of the Aether about page + start scrolling to see the full page in the flesh.
A NOTE ON AUDIENCE SOPHISTICATION >>
There’s a chance you’re reading this and thinking:" “Eerrr there’s rather a lot of copy on the page... People aren’t going to read all of that!”
I have two responses for you.
First of all, emotional health is a very new concept (at least in the mainstream). Readers won’t have a huge grasp of what it is and how it impacts us. So part my job here was educating readers on the importance of looking after your emotional health: more complex themes need longer copy to convince the reader to trust.
Secondly, I made sure to keep the text sannable, using the following techniques to help lead the eye down the page:
powerful + emotion-led headlines
eyebrow copy
short paragraphs
emboldened text
Therefore, the competitive + fast-paced decision-makers can get a strong sense of the power of Aether, without needing to read every word (but still the emotional + methodical, slower decision-makers have enough context and depth to feel like they’re making a well-informed decision).
Aether®//MEMBERSHIPS page
Sneaky insights: Hover your mouse over the screenshot of the Aether sales page + start scrolling to see the full page in the flesh.
Aether®//CONTACT page
Sneaky insights: Hover your mouse over the screenshot of the Aether contact page + start scrolling to see the full page in the flesh.
your audience leads the way
“I loved working with Alice to create the copy for my new website.
She was so thorough in speaking to my target audience, and diving into the buyers journey to help convert website visitors to paying members.
Would absolutely work with her again and recommend her to anyone in need of insightful, creative and inspiring copy.”
Nix Brook
>> Founder of Aether (emotional health studio) + breathwork facilitator
Then it sounds like a customer-centric strategy is exactly what you need. That’s they key to creating an emotion-tickling, customer-converting, super engaging website.
Let’s jump on a call to make a plan of attack to turn your website into a website-visitor-converting machine. Click the big red button to apply for a pre-proposal chemistry call with me, Alice.