UX Writer and Content Strategist at NJ Functional Medicine
NJ Functional Medicine is a telemedicine clinic that specializes in women’s health.
Building a telemedicine healthcare business from the ground up takes more than medical expertise—it requires a clear brand identity and a seamless user experience.
When I joined NJ Functional Medicine, all the founder had was an idea. It was strong, but we needed a strategy to transform her vision into a thriving practice
I identified business goals, target demographics, and key challenges. By leveraging market research and competitive analysis along with UX research, UX writing, and a full branding mission, I turned her idea into a fully realized brand with a strong digital presence.
Wins
- → Defined brand voice aligned with stakeholder values and audience needs
- → Conducted competitive analysis to carve a niche in the healthcare sector
- → Designed the user experience by developing a site map with AI
- → Crafted the patient journey by mapping emotions, thoughts, and actions for intuitive UX
- → Wrote all website copy and internal documentation for a cohesive brand strategy
- → Established brand visual identity by directing design, color palette, and imagery
- → Conducted competitive analysis to carve a niche in the healthcare sector
- → Leveraged Google Analytics to make data-informed design decisions
Drove 1,754% growth in site visits post-launch, generating $22K in new revenue within three months
Scored 2 newspaper features, 3 podcast interviews, and a patient waitlist within 6 months
Evergreen blog post excerpt
Title: Does VDS drive innovation?
“
Think of your health like a garden. Fixing symptoms is like cutting the weeds—it helps for a little while, but they keep coming back up. My method is about going under the surface to pull out the roots, ensuring long-lasting wellness by dealing with the underlying sources.
To boost your well-being, we'll look at different parts of your life, such as nutrition, stress management, sleep quality, and movement. By taking this comprehensive approach, we don’t just focus on your symptoms. We focus on you!
”
Skills
- UX Research and Writing
- Brand identity creation
- Content strategy
- Style guide development
- Web writing and documentation
- Editorial onboarding and training
Website copy
Before
“I work with functional medicine. This differs than a regular doctor since a regular doctor works on the symptom, while I try to get to the root of the problem. For instance if you have a fertility issue, I will not only prescribe medicine but will want to know how your sleeping patterns and eating patterns are.”
After
“My aim is to help you go beyond the symptoms and reach the source of the issues you're facing. For example, if you’re struggling with fertility and relying solely on treatments for conception, then you’re not addressing the underlying factors affecting fertility. The real solution is found by addressing root causes, such as hormonal imbalances and nutritional deficiencies.”
Skills
- UX Research and Writing
- Brand identity creation
- Content strategy
- Style guide development
- Web writing and documentation
- Editorial onboarding and training
What the words looks like
Website copy
The goal of this website was to build trust, reduce user hesitation, and drive conversions. I wrote and structured the content to answer common customer questions while guiding users toward purchasing a digital product with confidence.
Company voice and tone style guide
Before writing anything for the company site, we needed a clear voice and tone foundation. I led stakeholder interviews and distilled our brand personality into two concise guides—defining how we speak to users across channels.
Click on each tab below to read more
Voice and tone style guide
NJ Functional Medicine
Welcome to NJ Functional Medicine’s content style guide. This guide is intended to assist anyone who writes copy for this private practice. How we talk to people can make a big difference in how they feel about our product and services. Our goal is to make sure users get the right message, encouragement, and instructions at the right time.
NJ Functional Medicine’s mission statement: To help traditional, religious, married women strengthen their reproductive health, fertility, and recover from chronic fatigue through a Functional Medicine approach.
Mentorship
Most people leave the doctor's office not understanding why they're sick. We guide users in understanding the root causes of disease and support them in developing healthier life changes.
Do
- Speak Personally: Use first person ("I," "me," "my," and "we") and second person pronouns ("you" and "your) for a collaborative feel.
- Provide Encouragement: Speak encouragingly to help them feel supported.
- Show support: Show that you’re on their side.
But don't
- Speak Impersonally: Don’t refer to yourself or the user in the third person rather, which is impersonal. Blame them: Avoid critical, harsh, judgmental, or blaming language.
- Be Condescending: Don’t Talk down to the user and make them feel small.
- Blame them: Avoid critical, harsh, judgmental, or blaming language.
Empower
We empower users to self-actualize and develop healthy life changes.
Do
- Use Positive Language: Use positive and uplifting words to inspire and motivate the user.
- Encourage Action: Encourage users to take action and make positive changes.
- Acknowledge Progress: Celebrate achievements and progress, no matter how small.
But don't
- Speak Negatively: Avoid negative or discouraging words that disempower the user.
- Use Limiting Language: Don’t speak in a way that suggests the user can’t or won’t succeed
- Be Overly Critical: Don’t be critical or judgmental, since it undermines a sense of empowerment and self-esteem.
Approachable
We’re approachable and speak to the layperson, helping someone who knows nothing about health learn how to take better care of themselves.
Do
- Use a Friendly Tone: Maintain a warm and friendly tone to make users feel comfortable.
- Speak Clearly and Simply: Write on an 8-9th grade level so that things are easy to understand.
- Speak Empathetically: Show empathy and understanding towards users' needs and concerns.
But don't
- Use Jargon: Avoid jargon and technical language that can alienate or confuse the user.
- Be Overly Formal: Steer clear of overly formal or stiff language, which creates distance.
- Speak Impersonally: Don't make the content too detached or impersonal. Strive for a conversational and relatable tone.
Trustworthy
We show clients that this is a safe place for them to come to and open up about the problems they’re facing.
Do
- Assure confidentiality: Emphasize your commitment to confidentiality and privacy to build trust.
- Speak Empathetically: Use language that conveys empathy to assure users that they’re safe to discuss their concerns with you.
- Be Transparent: Be transparent about your credentials, policies, and methods to establish credibility and trust.
But don't
- Raise Privacy Concerns: Avoid any language or actions that hint at a breach of privacy, which could erode trust.
- Be Cold or Unfeeling: Don't adopt a cold or unemotional tone, as it makes users feel distant and unsafe.
- Show a Lack of Transparency: Don’t withhold information or appear secretive.
Credible
We make it clear that we are a credible medical practice and that they can trust the information and guidance we provide.
Do
- Convey Confidence: Express expertise in your field to help the user trust your knowledge and capabilities.
- Emphasize Legitimacy: Highlight the legitimacy and effectiveness of your medical approach through evidence-based information.
- Speak Respectfully: Use language that respects other methods without belittling them.
But don't
- Speak Pompously: Avoid arrogant language that might alienate or intimidate the client.
- Be Defensive: Avoid sounding defensive about your medical approach, which can lower trust.
- Use Woo-Woo and New Age Terms: Steer clear of using terms associated with pseudoscience or new age beliefs, or unconventional practices that could compromise credibility.
Description
Do
But don't
Mentorship
Most people leave the doctor's office not understanding why they're sick. We guide users in understanding the root causes of disease and support them in developing healthier life changes.
- Speak personally: Use first person ("I," "me," "my," and "we") and second person pronouns ("you" and "your) for a collaborative feel.
- Provide encouragement: Speak encouragingly to help them feel supported.
- Show support: Show that you’re on their side.
- Speak impersonally: Don’t refer to yourself or the user in the third person rather, which is impersonal. Blame them: Avoid critical, harsh, judgmental, or blaming language.
- Be condescending: Don’t Talk down to the user and make them feel small.
- Blame them: Avoid critical, harsh, judgmental, or blaming language.
Empowering
We empower users to self-actualize and develop healthy life changes.
- Use positive language: Use positive and uplifting words to inspire and motivate the user.
- Encourage action: Encourage users to take action and make positive changes.
- Acknowledge progress: Celebrate achievements and progress, no matter how small.
- Speak negatively: Avoid negative or discouraging words that disempower the user.
- Use limiting language: Don’t speak in a way that suggests the user can’t or won’t succeed
- Be overly critical: Don’t be critical or judgmental, since it undermines a sense of empowerment and self-esteem.
Approachable
We’re approachable and speak to the layperson, helping someone who knows nothing about health learn how to take better care of themselves.
- Use a friendly tone: Maintain a warm and friendly tone to make users feel comfortable.
- Speak clearly and simply: Write on an 8-9th grade level so that things are easy to understand.
- Speak empathetically: Show empathy and understanding towards users' needs and concerns.
- Use jargon: Avoid jargon and technical language that can alienate or confuse the user.
- Be overly formal: Steer clear of overly formal or stiff language, which creates distance.
- Speak impersonally: Don't make the content too detached or impersonal. Strive for a conversational and relatable tone.
Trustworthy
We show clients that this is a safe place for them to come to and open up about the problems they’re facing.
- Assure confidentiality: Emphasize your commitment to confidentiality and privacy to build trust.
- Speak empathetically: Use language that conveys empathy to assure users that they’re safe to discuss their concerns with you.
- Be transparent: Be transparent about your credentials, policies, and methods to establish credibility and trust.
- Raise privacy concerns: Avoid any language or actions that hint at a breach of privacy, which could erode trust.
- Be cold or unfeeling: Don't adopt a cold or unemotional tone, as it makes users feel distant and unsafe.
- Show a lack of transparency: Don’t withhold information or appear secretive.
Credible
We make it clear that we are a credible medical practice and that they can trust the information and guidance we provide.
- Convey confidence: Express expertise in your field to help the user trust your knowledge and capabilities.
- Emphasize legitimacy: Highlight the legitimacy and effectiveness of your medical approach through evidence-based information.
- Speak respectfully: Use language that respects other methods without belittling them.
- Speak pompously: Avoid arrogant language that might alienate or intimidate the client.
- Be defensive: Avoid sounding defensive about your medical approach, which can lower trust.
- Use woo-woo and new age terms: Steer clear of using terms associated with pseudoscience or new age beliefs, or unconventional practices that could compromise credibility.
Grammar Rules
NJ Functional Medicine
Capitalization:
1. With the exception of CTA buttons, everything on the site and email should be written in sentence case:
I.e.
- This Is Written In Title Case
- This is written in sentence case
2. The following words should always be capitalized:
- Functional Medicine
- Cardiology
- Urgent Care
- Western (as part of the term Western medicine)
- Health Coach
- Functional Nutrition
Terminology
1. Don’t use the following words:
- Pre-menopause
- Pre-fertility
- Instead say: Fertility
Periods:
1. Remain consistent with your usage of periods by:
- Never placing periods after:
- Titles
- Subtitles
- Always placing periods after:
- Body text
Pronouns:
1. Use first and second person singular pronouns:
- I, you, and we
- I.e. I’m a PA, and I studied at . . .
- I.e. You can make positive life changes by . . .
- I.e. We’ll create a plan for change by . . .
2. Use the possessive determiner for those pronouns:
- My, your, and our
- I.e. My practice
- I.e. Your choice
- I.e. Our session
3. Don’t use third person pronouns:
- She, one, it
- I.e. Adina is a PA. She studied at . . .
- I.e. One can make positive life changes by . . .
- I.e. It’s possible to change . . .
Capitalization:
1. With the exception of CTA buttons, everything on the site and email should be written in sentence case:
I.e.
- This Is Written In Title Case
- This is written in sentence case
2. The following words should always be capitalized:
- Functional Medicine
- Cardiology
- Urgent Care
- Western (as part of the term Western medicine)
- Health Coach
- Functional Nutrition
Terminology
1. Don’t use the following words:
- Pre-menopause
- Pre-fertility
- Instead say: Fertility
Periods:
1. Remain consistent with your usage of periods by:
- Never placing periods after:
- Titles
- Subtitles
- Always placing periods after:
- Body text
Pronouns:
1. Use first and second person singular pronouns:
- I, you, and we
- I.e. I’m a PA, and I studied at . . .
- I.e. You can make positive life changes by . . .
- I.e. We’ll create a plan for change by . . .
2. Use the possessive determiner for those pronouns:
- My, your, and our
- I.e. My practice
- I.e. Your choice
- I.e. Our session
3. Don’t use third person pronouns:
- She, one, it
- I.e. Adina is a PA. She studied at . . .
- I.e. One can make positive life changes by . . .
- I.e. It’s possible to change . . .
Feedback
"Ayelet’s leadership and expertise were game-changers for me as a first-time business owner, creating a website that truly reflects my brand and growing my customer base exponentially."
Adina, Founder