With our rewrite, Stericare is making an impact with organic traffic, their bounce rate is down, and the About page is a conduit to sales, rather than a cul-de-sac.
We created a story that the reader (a busy parent) could see themself inside (people want to be seen)
We validated their problems and worries (people want to feel heard).
We positioned the brand as the answer to these problems, and as someone who gets why they matter (people want to feel understood)
We made it light and fun, as if you were chatting with a slightly more experienced friend (people buy people, not businesses).