Strategy first. Copy second. And a design built around both.

As with all Two Eye Copy projects, before diving into a rewrite I started with keyword research to understand this industry as well as how healthcare executives and clinician leaders were actually searching for the kind of leadership and wellbeing coaching Let’s Lead provides—if at all. I had to consider the very real possibility that executives at this level were not searching at all, but relying on word of mouth and referrals instead. This research shaped everything downstream: which pages the site needed, how they were organized, and the language used to talk about the offer — so the site could earn visibility with the right audience, not just look better to visitors who already knew the brand.

Ordinarily, I stand firm on not using industry jargon or overly complex terminology. In this case, the opposite was true. Since this site is targeted to a specific niche with a specific need in a specific industry, using phrases and language that only they understand was necessary. This was not a situation that called for the simplest language to appeal to people without intimate knowledge of the industry and its challenges.