Copywriting Case Study
How I Helped Visionworks Communicate Eye Health Clearly, Confidently, and On Brand
Client & Context
Client: Visionworks | National Eye Health & Retail Brand
Industry: Healthcare, Retail, E-Commerce
Role: Copywriter & Content Strategist
Visionworks is one of the largest optical retailers in the U.S., bridging the gap between healthcare and retail by offering prescription eyewear, eye exams, and everyday eye care solutions. Their audience spans families, everyday consumers, and value-conscious spenders looking for trusted, accessible care.
Over a three-year partnership, I worked as part of their content team to write SEO-driven blogs and educational articles that helped consumers make informed eye health decisions—while maintaining a friendly, compliant brand voice across digital channels.
Challenge
The main challenge was balancing medical accuracy, brand tone, and marketing goals within a highly regulated industry. Every piece of content needed to:
Educate readers without overwhelming them with medical jargon.
Adhere to strict internal and legal review standards.
Support conversions—whether that meant online orders or booked eye exams.
It was also essential to ensure consistency across teams—from marketing to product to compliance—while keeping the brand’s human touch intact.
Approach / Method
I approached Visionworks’ content strategy as both an educator and a translator—turning complex medical information into content that real people could understand and act on.
My process included:
Collaborative strategy: Worked closely with internal marketing, product, and communications teams to align each piece with larger campaigns and seasonal priorities.
Compliance integration: Built compliance checks into my editing process, proactively flagging and refining language to meet health and legal guidelines.
Editorial leadership: Helped establish a consistent editorial style guide rooted in the brand’s mission of being the “friendly neighborhood eye expert.”
Expert-driven content: Conducted interviews and research with in-house optometrists and specialists to ensure every piece was accurate and credible.
Voice refinement: Simplified technical copy to a 6th–8th grade reading level, improving accessibility and trust among readers.
The resulting tone was approachable, clear, and conversational—balancing medical credibility with warmth and personality.
Solution & Implementation
My workflow spanned strategy through execution:
Ideation: Collaborated with marketing leads to co-develop content calendars based on SEO priorities, seasonal campaigns, and product launches.
Research: Researched trending eye health topics and consumer search behaviors to inform blog topics.
Drafting & Editing: Wrote and refined content with compliance and readability in mind.
Cross-Functional Review: Incorporated feedback from internal teams (marketing, SEO, legal) and adjusted accordingly.
Publication: Delivered final content to the internal team for upload and campaign distribution.
I also edited existing blog content, improving clarity and search performance while ensuring all material reflected Visionworks’ updated brand messaging and tone.
Results
📚 Expanded the content library into a robust resource for consumers, helping Visionworks strengthen its position as a trusted educational voice in eye care.
🗣️ Refined brand voice to reflect the approachable “friendly expert” tone consumers associate with in-person optical experiences.
⚙️ Streamlined content collaboration by helping create and document an editorial style guide used across departments.
🌐 Improved readability and engagement by simplifying dense topics and optimizing content for search and user intent.
🤝 Enhanced cross-team workflow, establishing a repeatable process that bridged marketing goals with compliance standards.
While metrics weren’t always shared externally, internal teams consistently cited the blog program as a cornerstone for digital engagement, education, and long-term brand trust.
Key Takeaways
Clarity builds credibility. Translating technical information into human-centered language is key to earning consumer trust in healthcare marketing.
Compliance and creativity can coexist. Thoughtful collaboration and proactive communication with legal and marketing teams made content both accurate and engaging.
Voice consistency matters. Building a shared editorial framework empowered teams to write confidently and stay aligned across all touchpoints.
Why it matters: This project reflects how strategic copywriting and collaboration can bring warmth, accessibility, and clarity to healthcare communications—bridging the gap between patient education and brand storytelling.
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