DR LOURENS PROJECT BRIEF
Dr. Renardo Lourens is an OBGYN with a private practice based in Cape Town, South Africa. I was not hired by Dr. Lourens to execute this brief. The purpose of this project is to build a portfolio that consists of a revamp of his website's ‘Home’ and ‘About’ pages.
The current Home page copy is written in the first person, and it is my suggestion that he shifts the focus to the patient and their experience.
The About page copy is disjointed and could be improved with clearer formatting and improved storytelling.
The main goal of this project is to create engaging and informative web page copy that resonates with potential patients and showcases Dr. Lourens’ experience and expertise in women's health.
Create web page copy that reflects Dr. Lourens’ patient-centered approach and emphasizes the patient experience.
Improve the readability, clarity, and overall quality of the Home and About page copy.
Increase traffic to the website by improving search engine optimization (SEO) with well-written and relevant copy.
Home page copy: Write an engaging and informative introduction that highlights the OBGYN's experience and approach to women's health. Highlight the Doctor’s USP and inspire a feeling of connectivity.
The copy should emphasize the patient experience and use targeted keywords, such as "women's health," "OBGYN," "gynecological care," and "pregnancy care."
About Us page copy: Create a compelling narrative that showcases the OBGYN's expertise and patient-centered approach.
The copy should use relevant keywords, such as "women's health services," "OBGYN care," "patient-centered care," and "expert care for women."
The target audience for this project is women in the Cape Town area who are looking for high-quality women's health services.
The copy should be written in a way that resonates with this audience and emphasizes the benefits of choosing this OBGYN for their healthcare needs.
The tone and style of the web page copy should be professional, informative, and patient-centered. Copy should be written in a way that is easy to understand, using clear and concise language, while simplifying complex medical topics.
Use targeted keywords throughout the copy naturally and strategically. The copy should emphasize the patient experience and benefits of choosing Dr. Lourens for their healthcare needs.
3 patient interviews *
I was interested to find out what their lives were like before using Dr. Lourens' services, why they chose him as their OBGYN, what they like and dislike about his practice, and whether they would recommend him to their friends/family.
Researching competitor’s digital presence:
I looked at online reviews to see if there were any complaints that we could leverage to help highlight his USP.
I tried to identify any effective messaging techniques
Comment mining:
Searched platforms like Quora and Reddit to see what women were saying about their OBGYNs.
* Although this is a conceptual project, I managed to interview 3 of his existing patients. This was possible because I am related to them.
