Keyword-driven site launch with FDA-gated content
The challenge they faced
As a women's health medical device startup, the team needed a website built for performance from day one. Their existing site had pages that weren't meeting search visibility or engagement targets, and they lacked a consistent brand voice to guide future content creation. Without a documented strategy and cohesive messaging framework, scaling their digital presence would be difficult.
The strategy we mapped
We prioritized keyword research and brand voice upfront to guide all copywriting. The team needed a consistent messaging framework before writing any new pages, so we conducted a deep SEO and search visibility audit, mapped core target keywords, and established a brand identity and voice guide. This gave the copywriters a clear foundation and allowed us to split the work: six pages required net-new copy built from scratch against the keyword strategy, while four pages used existing content that we refined, restructured, and optimized for both SEO and the new brand voice. The process had to accommodate regulatory dependencies, particularly FDA-related claims and clinical data that arrived in stages, so we built pages with placeholder sections where needed and planned iterative updates post-approval rather than delaying the entire site launch.
The 10-page site launched with all core pages live. We built around regulatory constraints by publishing compliant baseline content and scheduling content updates for pages awaiting FDA clearance. Mobile responsiveness was prioritized throughout, especially for clinician users on phones. Final copy refinements and layout polish occurred close to launch to ensure readability and hierarchy across all devices.
The solutions we executed
We created original copy and established messaging for six new strategic pages: the homepage, a flagship product experience page, physician education and training resources, a clinical evidence and efficacy resource center, a corporate profile and executive leadership page, and a support and FAQs page. Each page was optimized for search visibility, targeted clinical and non-clinical personas with their specific pain points and intent, and included clear next-step actions to drive conversions. The work integrated top target keywords naturally throughout, ensuring the pages ranked for high-intent searches while maintaining a human, accessible tone.
We edited and restructured four existing pages, ensuring strict alignment with the newly established brand voice and SEO best practices. The refined pages included the homepage and product experience, which received copy optimization; clinical evidence content, which we reorganized for clarity; and FAQs, which we categorized and completed to reduce redundancy across the site. Each page was tailored to guide visitors toward the next logical step in their journey, whether that was downloading a resource, requesting a demo, or contacting the team.
The foundational strategy layer established the brand voice, identity, and keyword roadmap that anchored all copy. We conducted a current-state SEO audit to understand existing ranking keywords and top traffic pages, then built a master list of core target keywords researched and prioritized by search volume and clinical relevance. The brand voice and identity guide ensured that whether copy was new or refined, it spoke with one consistent perspective across all pages. This strategic layer enabled the team to scale content creation after launch and maintain messaging consistency as new pages were added.
What changed after the engagement.
The client now has a ten-page website built on HubSpot CMS with search-optimized copy across all pages. Six pages were authored from scratch using keyword research and brand voice strategy, while four existing pages were restructured and refined for both SEO performance and consistent messaging. The site launched with a compliant content baseline; sections gated by FDA approval were published as placeholders and are scheduled for iterative updates post-clearance. The team can now reach clinical decision makers through organic search, convert visitors with clear next-step actions tailored to their role, and scale content creation using the documented brand voice and keyword roadmap established during the project.
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