Rosy Wellness, Inc.

Fresh brand messaging and website copy

Project overview

Rosy is an evidence-based women’s health app recommended by over 7,000 physicians in the U.S.

When the team reached out, they wanted to ensure that their copy and messaging were consistent and clear across multiple channels as they went through a rebranding.

The "Before"

Before working with me, Rosy’s copy was written by multiple team members.

As the team juggled a billion other things, copy wasn’t the top priority – but they realized it needed to be.

Particularly as they entered a new phase of partnerships and began developing different formats of written content.

Rosy was seeking support in clearly communicating their new brand message as they expanded into other areas of women’s health, like endometriosis, menopause, and migraines.

My solution

We created new copy for:

– Rosy’s website
– Campaign landing page
– Launch emails
– Sales emails
– App

To effectively communicate Rosy’s new, expanded brand message across their marketing assets, I:

– Interviewed the founder and marketing team
– Conducted market research to pinpoint differentiation opportunities
– Analyzed how the target audience communicates about common women’s health concerns
– Tested the app

With Rosy’s new website copy, we brought out their value proposition as the only all-inclusive, evidence-based solution to support women’s health throughout all stages of life.

Key changes we made to the website copy include:

– Amplifying social proof via awards won, testimonials received from women’s healthcare providers, and strategically placing customer testimonials with the specific feature they were referring to
– Transforming language describing the features into customer-focused benefits
– Mirroring the “voice of the customer” in how women describe problems and desires
– Using a variety of calls-to-action (Download For Free) and calls-to-value (Show Me What’s Inside) to prompt visitors to explore the website and download the app
– Overcoming objections with anxiety-reducing copy
– Relying on proven copywriting frameworks to increase on-page conversion

rosy's New Homepage

The End Result

32% conversion rate on the campaign landing page (10x the industry average)
30.42% conversion rate on the website (10x the industry average)
Tripled engagement with the new app feature through an email campaign
Increased efficiency, clarity, and confidence in the messaging and copy
Cohesive brand message across all marketing assets

Hailey Thompson – Marketing Lead, Rosy Wellness

“Working with Kayla was an amazing experience. She is always prepared, professional, and easy to work with. She asks thoughtful questions to understand the purpose behind the copy and how it affects business and marketing goals, which I think is really important.

Her work product is fantastic and requires minimal editing, which saved us a ton of time. There’s always a concern with finding an external person who’s able to speak to your brand and understand what you’re trying to do, but that has not been an issue at all.

With her help, we were able to create a more cohesive brand message across all our assets. I’d recommend her to anybody. ”

Hailey Thompson – Marketing Lead, Rosy Wellness