CLIENT: Wind Down – Mobile Sleep App (fictional)
AUDIENCE: Adults in their 30s and 40s who have tried and abandoned wellness routines before.
CHALLENGE: Write the Homepage copy for the app. Sell its benefits and overcome skepticism of “new year new you” messaging.
TONE: Honest, encouraging, and grounded. Not preachy or aggressively cheerful.
WELCOME SECTION
HEADLINE: Getting a good night’s sleep shouldn’t keep you up at night.
To deal with the day-to-day headaches of being a modern adult, you need quality sleep, but there’s no need to make it a life-long chore. Wind Down sets you up with a routine that will work for you. It’s the sleep app you’d be dreaming about if you could sleep.
[BUTTON: Build My Sleep Plan]
“HOW IT WORKS” SECTION
HEADLINE: It’s so simple, it’ll put you to sleep.
Set your wake up time
After answering a few simple lifestyle questions, tell Wind Down when you need to wake up. Wind Down will then create your own custom schedule, so you can wind down your way.
Countdown to sleep
Wind Down will send you an alert at every stage of your sleep prep schedule, from when to stop drinking caffeine, to when to stop watching screens, silencing notifications and filling your sleep space with just the right level of white noise.
Edit your experience
Data from any wearable devices and your answers from a short experience survey will be factored into Wind Down’s recommendations for how to tweak your schedule or even your sleep position for better quality rest.
“WHY” SECTION
HEADLINE: Wind Down is a sleep app designed for busy people who are tired of being tired.
It’s easy to get burned by sleep apps whose goal is to keep you on the hook – paying for more bedtime stories, meditations and nature sounds, but never actually solving your sleep problem.
Wind Down is different. We believe your path to quality sleep should be customized for your life. Once it is, your bedtime routine will become second nature, not something you need help with forever. All we ask is that you give us a good review on your way out the door.
“CALL TO ACTION” SECTION
Wind Down and get some rest. You’ll thank us in the morning.
[BUTTON: Start (Yawn) Here]