When Cynosure, a provider of aesthetic lasers, acquired another company, it needed a new look and more cohesive language for its website. While our UX and developer team got to work on the site, our copy team created a new brand—Your Beautiful—and wrote and re-wrote all website copy. I did the bulk of that writing.
This got results.
After the new site launched, duration time increased by 110%, with page views up to 3–4 pages per session. The bounce rate dropped from 80% to 30%, and conversion rates jumped by 28%. Cynosure attributed these gains to the navigation and architecture overhaul, responsive design, and our “Your Beautiful” branding.
Created with a team at Cramer.
VP, Creative Director, Content: Angel Micarelli
Copywriter: Julie Bogart