LulaFit: Web Copy

Client: LulaFit Health Concierge

Brief: The marketing CMO of LulaFit—an “amenity and health & wellness” concierge service for commercial real estate—hired me to update their web copy. They’d recently established a rigorous and more conversational/polished copy style and branding, and wanted to incorporate this into their web content. (Spring 2017.)

Response: In order to rewrite the company’s basic, not very dynamic content, I reviewed the brand guide, style guide, and “go to” copy examples in detail. Then, I conducted competitive research, to discover how other companies were handling this content, and to give myself a content roadmap. I also researched other office buildings that offered wellness and hospitality amenities and created a brand style guide that included language around fitness, yoga, meditation, HIIT group classes, mind-body sensibility and more. Last, I worked closely with the web and graphic designer to determine which images and graphics would accompany each url, determined an appropriate and digestible amount of content for each page/module, and produced new copy that targeted the health-conscious, wealthy clientele that this boutique company was targeting.