Rebalance Health
Homepage & Landing Page

Rebalance Health needed a homepage that modernized their digital presence and drove conversions by reducing visitor anxiety, building trust through clear communication, and helping people understand complex health concepts without feeling overwhelmed or skeptical.

The original homepage struggled to connect emotionally. It led with clinical concepts like "cortisol" before establishing why visitors should care, used generic positioning that didn't differentiate Rebalance, and labeled products by audience rather than outcomes.

The challenge:

• Increase conversions while building immediate trust
• Make hormone science accessible without losing credibility
• Help visitors recognize their specific problem and feel confident purchasing without extensive research

What wasn't working:

• Headlines like "Control Your Cortisol. Reclaim Your Life." sounded like every other supplement brand
• Technical claims came before addressing real pain points (burnout, brain fog, sleepless nights)
• Categories like "For Stress" didn't show what visitors would actually feel

I wrote all homepage copy and collaborated closely on design execution:

• Wrote for reassurance - Created simple yet impactful lines like "Small mints. Big difference." and "Your balance is closer than you think" to reduce purchase anxiety by making the solution feel accessible and achievable
• Brought strategic ideas beyond copy - Conceptualized the rotating headline feature to showcase different pain points, then worked closely with my brother to execute the vision and ensure copy flowed with design throughout the page
• Led with empathy over science - Acknowledged what visitors were feeling (burnout, brain fog, sleepless nights) and translated complex concepts like cortisol regulation into benefits people could actually feel and understand
• Balanced stakeholder input with best practices - Navigated CEO, CMO, and Head of Growth preferences while advocating for what would convert visitors

1. How we got the project

My brother was first approached to design a product landing page for Rebalance's menopause relief system. He only accepted on the condition that I handle the copy. The landing page performed well enough that they asked us to tackle the homepage next.

2. Rapid onboarding (Week 1)

Immersed myself in Rebalance's product suite, clinical study results, competitive landscape, and existing customer feedback to understand what was resonating and what wasn't.

3. Stakeholder collaboration

Worked closely with the CEO, CMO, and Head of Growth to understand their goals and brand priorities, then brought our expertise to shape messaging that would both honor their vision and drive conversions.

4. Iteration without attachment

Stayed open to feedback from the CEO, CMO, and team. Recognized that different perspectives improved the final result and that the best solutions come from collaboration, not ego.

Aggressive timeline

One week to onboard, research the product suite, understand complex hormone science, and translate everything into conversion-focused copy. No time for extensive revisions; the first drafts had to be strong.

Scientific credibility vs. accessibility

Making concepts like cortisol regulation and adaptogenic support understandable without oversimplifying or losing the scientific credibility that set Rebalance apart from other supplement brands.

Advocating for conversion best practices

Balancing stakeholder preferences with what I knew would actually convert. The CEO, CMO, and Head of Growth each had strong opinions, and my job was to respect their vision while pushing for messaging that would resonate with visitors and drive action.

Turning science into customer-focused messaging

Sharpened my ability to translate complex health concepts into benefit-driven copy that builds trust without overwhelming readers, balancing technical accuracy with emotional resonance.

Working with executive leadership and creative partners

Learned how to collaborate with a CEO, CMO, and Head of Growth while partnering closely with my brother on design. Presenting ideas clearly, adapting to constraints when needed, and pushing back for message clarity when necessary—the best solutions come from true collaboration.

The value of ego-free iteration

Reinforced that strong work comes from staying open to feedback and being willing to kill your darlings. Strong opinions, loosely held, lead to better outcomes than attachment to first ideas.

Our partnership with Rebalance started with a conversion-focused landing page for their menopause relief system. The challenge was addressing multiple symptoms (hot flashes, night sweats, mood swings, sleep issues) without overwhelming visitors or losing credibility.

The Problem with the Original

The original landing page had an unintentionally hilarious issue: a checklist format that made it look like the product caused all the symptoms it was supposed to relieve. "Brain fog ✓, Mood swings ✓, Weight gain ✓" read less like benefits and more like a warning label.

Beyond the formatting mishap, the page led with "Menopause Is Mayhem"—reinforcing anxiety rather than offering relief—and buried the actual benefits in technical product details.

Our Approach

• Led with the outcome - "Say hello to restful nights and balanced days" instead of dwelling on the chaos
• Made it interactive - Replaced the backward checklist with an engaging symptom selector that let visitors identify their specific needs
• Balanced credibility with accessibility - Included "compatible with HRT" and clinical validation without making the science intimidating
• Built immediate trust - Featured social proof (50,000+ 5-star reviews) and specific success metrics at the top of the page

The landing page performed well enough that they asked us to tackle the homepage next.