When Veronika first approached me for Neycher’s web copy, she had 6 solid formulations, cute, minimalist branding, more product ideas in the works, and a clear mission: to create a line of vaginal health suppositories that would restore your vaginal flora instead of depleting it. Because, as I quickly learned, most over-the-counter-vaginal health products use harsh ingredients that irritate your delicate biome, causing chronic issues with prolonged use. And as a ride-or-die natural product girlie, I knew I was THE gender-inclusive copywriting witch for the job.
There were already a few brands attempting to do this, but none of them put as much thought into the quality and effectiveness of the ingredients as much as Veronika and her team did. So our mission was to create copy that was clear and friendly, while highlighting the science & ingredient sourcing at every turn.
Neycher’s Brand Voice & Copywriting Challenges
Before we dove into the web copy, we had several goals we needed to achieve with the brand voice:
- Highlight the integrity of the formulations and ingredient quality
- Explain the science behind each ingredient without using technical jargon
- Maintain a friendly, tender, and sophisticated tone
- Steer clear of any medical claims that could potentially get flagged by the FDA
- Keep the language gender neutral while empowering for everyone with a vagina
…AKA a lot.
But I was up for the challenge. Plus, Veronika is a super talented web designer & developer, so watching her put together the wireframe for the copy I would write got my creative juices flowing like a RIVER.
So…Why Did Veronika Choose The Word Witch?
According to Veronika, she was simply looking for someone who was “very creative and responsible (a rare find)”.
Lucky her, I am all of those things and a bag of chips!
(AKA I have a mental encyclopedia of natural remedies, plants, extracts and their uses from various books I’ve read over the years, so when it comes to writing about natural formulas, AI and Google have nothing on me!)
Developing Science-Forward & Gender-Inclusive Web Copy and Product Descriptions
The idea was for Neycher to sound like a close friend who’s always got your back, is a functional medicine professional, and just wants everyone to live their best (intimate health) life! We also wanted to make sure that the tone was modern, yet tender, providing a refuge for everyone who’s been to (BV) hell and back.
Here’s how we did that on each page:
(Or, just skip to creep the whole site here.)
On the Home Page:
Right off the bat, we set the tone with a bold statement that compares common vaginal health concerns to a situationship that it’s about time to get rid of. It’s also a bit daring because due to the negative long-term effects of conventional vaginal suppositories, many are under the impression that these are discomforts they must deal with. With this statement, Neycher proposes that there’s another way.
The subheading below expands on exactly how Neycher is going to help you do that (while keeping things FDA-friendly🤓).
Immediately after, we have a benefit/feature bar that clearly identifies how Neycher is clean, how it’s different from other brands, and why they’re trustworthy.
I love this little mission-style statement/invitation and how we used “femcare” and “vaginal health ritual” to bring in some of that tenderness while keeping it simple, clear, and sophisticated.
And here, we doubled down on the tenderness while affirming that YES, your parts are tender, and YES, they deserve science-backed formulas that won’t cause long-term damage! And we came with receipts!
It’s so hard to *not* screenshot the entire page (because…IN LOVE), but this little heading is important because it’s central to the paradigm shift Neycher is fighting for (i.e., less over-the-counter bandaid solutions; more holistic solutions that make your vaginal flora more resilient to disturbances with time).
Inclusive Copywriting On the About Page
One thing we were really careful about was being as inclusive and gender neutral as possible in the copywriting process.
That’s why in this heading, we decided to go with “those who’ve been there” instead of “women who’ve been there”. Because you sure can relate to the struggle of a recurring yeast infection, even if you don’t identify as a woman.
And in a world where vaginas are being policed harder than the billionaires destroying the planet, we really leaned into the vag-forward language.
Although Veronika didn’t want to focus on her personal story as “the brand’s story”, a big part of her passion comes from the stigma and confusion surrounding intimate health products. So yeah, we went hard with vaginas as something to freaking celebrate!
I may be biased, but as a Taurus with a vagina, this is one of my favorite lines of copy on the site. I mean…who wouldn’t want their vag taken care of by a group of women scientists and researchers with a deep love for science vaginas, and the earth?!
On the Product Pages
For each product page, we had a short blurb to communicate the benefits, how it worked over time, and how this product was different from leading brands.
Then, we explained how each active ingredient achieved that (in simple terms).
Finally, Veronika had the idea to create this table that broke down exactly how Neycher’s suppositories compared to leading brands, along with this cheeky heading I paired with it that’s giving “we’re not like the other girls”.
To see the final result (and all their incredible vag-loving products!), check out the Neycher site here.
The Outcome?
Getting a vaginal health brand sound to inclusive while also highlighing that it’s developed by women was a tall order. Yet, Veronika was super thrilled about the outcome and the amount of research that went into the final product.
We even ended up working on some social media copy to launch her brand!
Here’s what Veronika had to say about her experience:
“I have been working with Margarita for over a year on several projects, and I am always extremely satisfied with the results. I really appreciate our communication – I always get exactly what I want (and even more). Margarita is a highly responsible and dedicated professional who consistently strives to deliver her best work. She is always willing to make adjustments if needed (I am a perfectionist, so sometimes I want to tweak things here and there, and Margarita is always accommodating). Together, we created two websites, managed social media, and developed a creative ad test – the results were fantastic, with texts that were both engaging and persuasive.”
Your Inclusive Copywriting Project is Next!
Whether you’re a wellness brand or just a service provider who wants to make sure your copy is as inclusive and compassionate as possible, I’m your girl!
Fill out an inquiry form to get started here.
If you’re just looking for some free resources to help you understand the web copy and brand voice world, check out the free resources on my blog here.
And, if you are thinking you’ll really, finally take a stab at your own web copy, download my free About Page Checklist here.
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