Before beginning any copywriting or design, we needed to do a true discovery of WHO Miller Vein really was. The website was just a symptom of why they weren’t attracting the number of patients they were looking for; Miller Vein really had not yet found a way to convey their true differentiators and make their customers the hero of their brand’s story.
Through a series of interviews with the client and extensive brainstorming, we made the decision to focus the motif of the site on transparency and honesty. Whether it is true or not, in the world or vein care practice, there is a stigma attached to Doctors sometimes recommending unnecessary vein care procedures in order to bill insurance companies.
Miller Vein was a true believer in only providing their patients with the care they need and referring them to a different physician if vein deficiency wasn’t the true underlying issue. While we didn’t want to say “all other vein practitioners are bad!”, we did find a way to craft a message that articulated why over 1,400 physicians refer patients to Miller Veins.
Once we had our core message in place, we moved forward with writing copy and planning for the design of the site. This was broken into 7 sections:
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