Website Copywriting
On this page:
M. Graham
BridgeSpan Health
California Alzheimer’s Disease Center
M. Graham
Categories: B2B, Manufacturing, Brand Storytelling
Agency lead: East Bank Communications
Deliverables: Copywriting
Impact: M. Graham is one of the top manufacturers of artist's colors in the U.S. Like many successful manufacturing companies that generate sales through reps and wholesale accounts, M. Graham left their website and brand messaging alone for a long time. But with their 25th anniversary fast approaching, the company leaders wanted to shine online. They hired East Bank Communications to polish their website and brand messaging.
After receiving a debrief from East Bank, I met with Art and Diana, the two founders of the company. They expressed passionate support for artists, respect for the craft, and a love of painting. I wanted to bring those emotions into their website copy.
Not every brand needs as colorful a voice as M. Graham (pun intended). I love this example of brand storytelling.
BridgeSpan Health
Categories: B2C, Health Insurance, Plain Language
Agency lead: Experience Lab
Deliverables: Copywriting, content strategy
Impact: After approving a new brand identity in 2014 for BridgeSpan Health, a new entrant for the individual insurance marketplace, Cambia Health Solutions turned to Experience Lab to improve user engagement with the BridgeSpan website.
Collaborating with my Experience Lab team, I advised on information architecture, UX, and content strategy. I rewrote and edited existing copy to carry the new brand voice consistently through the website. I also wrote new content for the website's resource section. We promised the client that the final website’s copywriting would be "clear, approachable, easy to use" and "educational" for "a wide variety of users."
I succeeded.
Five years later, the plain language health insurance glossary content I wrote is still in use on the site.
California Alzheimer's Disease Center
Categories: Health, Education, Public Sector
Agency lead: East Bank Communications
Deliverables: Copywriting, content strategy
Impact: There are many CADCs throughout California. Our work was specifically for the Rancho Los Amigos-USC CADC. The organization has two primary audiences: patients and healthcare providers. Neither group was being well-served by the old website.
The producer at East Bank created the wireframes in Balsamiq and I set out to write copy. My primary goal was to help the public understand and access the resources available, but the secondary goal was to clarify the referral process for healthcare providers. In total, I wrote 11 pages of this website and they are all still online today.