Stretch What Matters was founded by Elizabeth Goranson, M.S. Ed., ERYT, who invented and patented the Stretch What Matters Yoga System for special-needs yoga classes. The system includes a yoga mat that facilitates visual learning and instructional guides. This project involved some heavy lifting where SEO-friendly website copy was involved, along with product strategy.
Telling the right Home page story is vital—it determines whether people stick around a website or move on. So I developed a Home copy strategy to draw people into the brand’s mission and encourage them to explore the offerings. For the inside pages, I reworked the client’s existing content to give it emotional resonance and to consistently highlight product/service benefits. I also created attention-holding page headers and calls-to-action. When Elizabeth wondered how to position her products, I outlined a sound strategy for her online store.
Photo courtesy of Elizabeth Goranson/Stretch What Matters