About the Project
Affluens360 is a leading financial advisory firm helping medical professionals build, protect and manage their wealth. Previously known as Infusion360, the company rebranded to better reflect their new direction. They needed a new website that would clearly articulate their offering, resonate with their niche audience and set them apart in a competitive market.
Before
Project goals
- Develop website copy that positioned Affluens360 as a trusted partner for medical professionals, guiding them at every stage of their financial journey
- Create a seamless, user-friendly experience that makes it easy for visitors to understand the services on offer and take the next step
- Craft messaging that feels both professional and approachable, reflecting the team’s personalised approach and deep expertise
- Ensure the website is optimised for search and conversions, with clear calls to action and strategic use of metadata
The Result
How I approached the project
1. Discover
First, I researched the Affluens360 brand transition and fine-tuned the brand story. Next came audience research and user journey mapping to understand and plot how medical professionals seek financial advice and what information they need at each stage. This informed the site structure and navigation, helping to guide users towards key services and conversion points. I also collated and analysed voice of customer data to uncover key desires, objections and pain points – shaping messaging that spoke directly to what clients cared about most.
2. Create
I wrote copy that balanced expertise with warmth, making financial advice feel accessible and empowering. The language was kept clear and jargon-free, with a focus on the practical benefits Affluens360 delivers to its clients. The copy used customer language that addressed common desires, pain points and objections. It also featured compelling, transformational testimonials throughout.
3. Refine
With the team’s feedback, I fine-tuned every paragraph until it was polished and ready to launch. The copy was designed to make complex financial concepts feel accessible, with concise content and clear signposting. Microcopy for buttons, forms and CTAs guided users intuitively through the site, while keeping the overall experience streamlined and welcoming.
‘Brought to life our company’s vision’
“Eliza has been an invaluable asset to our company. Her expertise has truly strengthened our words, brought to life our company’s vision and taken our marketing to the next level. Working with her, we have been able to clarify our message, craft compelling content, and engage with our audience in new and exciting ways. More importantly, she has saved us a lot of time with her creative expertise.” – Abraham Aguilan, Managing Director, Affluens360
The highlights
- Rebrand launch supported by strategic, audience-led copywriting across 8 webpages
- Collaborative process with the designer to align copy with visual design and functionality
- Lead magnet copywriting to help build the client’s email list
- Target keyphrase metadata and site titles to help more medical professionals find Affluens360 online
- Positive client feedback throughout the project
