GRUCOX PROJECT BRIEF
Grucox is a sports injury medical device company based in Cape Town, South Africa. It manufactures and sells self-powered eccentric exercise bikes. These bikes are used by physiotherapists and professional sports teams to improve rehabilitation outcomes for leg injuries.
I was not hired by Grucox. The purpose of this project is to build a portfolio that consists of a revamp of its ‘Home’, ‘The Science’, and ‘Technology’ web pages.
The current web page displays grammatical errors, lacks persuasive levers, and doesn't facilitate the buyer's journey.
The main goal of this project is to create engaging, informative, and persuasive web page copy that resonates with potential customers and emphasizes the benefits of the company's products, while creating a click funnel with clear CTA’s that escort visitors through the buyer’s journey.
Create web page copy that is free of grammatical errors and uses persuasive writing techniques to escort the visitor through the buyer's journey.
Improve the readability, clarity, and overall quality of the Home, The Science, and Technology page copy.
Increase traffic to the website by improving search engine optimization (SEO) with well-written and relevant copy.
Highlight the benefits of the company's self-powered eccentric exercise bikes for physiotherapists and professional sports teams in improving rehabilitation outcomes for leg injuries.
Home page copy: Write an engaging and informative introduction that highlights the benefits of the company's self-powered eccentric exercise bikes for physiotherapists and professional sports teams.
The copy should use targeted keywords, such as "sports injury rehabilitation," "self-powered eccentric exercise bikes," and "leg injury recovery."
The Science page copy: Create a compelling narrative that explains the science behind the company's self-powered eccentric exercise bikes and how they improve rehabilitation outcomes for leg injuries.
The copy should use targeted keywords, such as "eccentric exercise," "muscle activation," and "improved rehabilitation outcomes."
Technology page copy: Write persuasive and informative copy that explains the potential business benefits of using the company's self-powered eccentric exercise bikes for physiotherapists.
The copy should use targeted keywords, such as "improved patient outcomes," "reduced recovery time," and "competitive advantage."
The target audience for this project is physiotherapists and professional sports teams in need of high-quality sports injury rehabilitation products.
The copy should be written in a way that resonates with this audience and emphasizes the benefits of the company's self-powered eccentric exercise bikes in improving rehabilitation outcomes for leg injuries.
The tone and style of the web page copy should be informative, inspiring, and persuasive.
The copy should be written in a way that is easy to understand, using clear and concise language that simplifies complex topics.
Use targeted keywords throughout the copy naturally and strategically, while emphasizing the benefits of the company's products for physiotherapists and professional sports teams.
Researching competitor’s digital presence:
I looked at online reviews to see if there were any complaints that we could leverage to help highlight Active Medical’s USP.
I tried to identify any effective messaging techniques.
Comment mining:
Searched platforms like Quora and Reddit to learn what was impacting physical therapy (PT) practices in the post-pandemic landscape, and what new exercise modalities PTs were introducing for patients recovering from ACL surgery.
Academic Research:
Read scholarly articles on the psychological impact of injuries on athletes.
Read research reports on the entrepreneurial potential among undergraduate students of doctor of physical therapy.
