Website copywriting for a new mental health provider | OneBright

This complex content project involved developing tone of voice, careful content planning and extensive writing and editing to create a new website for this freshly launched mental health organisation, formed by the coming together of three existing service providers.

The challenge

The coming together of three different organisations

OneBright is a large provider of private psychological therapy and neurodevelopmental services. It was formed through the merger of three separate mental health service providers – CBT Clinics, Efficacy, and Moving Minds – in 2021. With a new name and visual brand ready to go, the comms team now faced the complicated task of bringing together services and information from three separate providers into one coherent new website.

What we did

Structuring information, honing tone of voice and writing fresh copy for a new website

We worked alongside the inhouse team and a branding consultant to develop a clear structure for the new website, and to write search engine optimised content about the organisation and their new combined service offering.

This involved:

Refining and developing a fresh tone of voice for the organisation.
Researching and consolidating information about their range of services and writing clear and unified marketing copy for service web pages.
Developing clear messaging and online journeys for their different audiences, including members of the public wanting to access online counselling, commercial customers looking to buy employee support packages, and counsellors and health professionals looking to partner with OneBright.
Writing explainer guides about different mental health conditions and types of therapy.
Working with the senior leadership team to agree engaging ways to tell the story of the new organisation and its fresh new vision and approach.

The outcome

A clear user journey for OneBright customers

This was a big, detailed project, which involved close working with many different stakeholders across the company and consistent application of their new tone of voice across the whole site.

The new site launched with clear crisp copy throughout to showcase the fresh new brand, and users were able to navigate through a wealth of information about mental health and available support services.

We also provided a final ‘key messages and tone of voice guide’ for the organisation, capturing all of the detailed narratives developed as part of the website project and providing a roadmap for writing future copy in the same style.

Visit the OneBright website: onebright.com