And the rest of the story goes like this...
Amanda Armstrong
Founder, Regulated Living
“The positioning and website copy Erika wrote opened the door for new PR opportunities that are getting us in front of a new audience.”
Sales Page Copy
Full Website Copy
Complex neuroscience, compassionate copy.
Regulated Living
When traditional methods didn't reach the root of her own anxiety, Amanda combined her Master's in Kinesiology, her experience as a health specialist at Google, and her personal journey to unpack the neuroscience behind it.
The result? Regulated Living: a science-backed, physiology-first path to healing that worked for her—and her clients. As her podcast, Regulate & Rewire, climbed the Top 100 Mental Health charts and the practice grew, the website fell behind.
As part of a major rebrand, Amanda was ready to shift from a founder-focused brand to a team-backed practice, while guiding visitors to the right-fit program.
Uncomplicating the journey to Regulated Living
Overview
Years ago, Amanda found my website while DIYing her own from a van. At the time, my site featured a VW van illustration. That “sticky” little detail left an impression, prompting Amanda to reach out for her rebrand!
Fun Fact:
I sure do! While not mandatory, client interviews provide VoC gold. Having an objective third-party (like me) talk to your past clients is the best way to understand their experience and transformation—in their exact words.
“Wait, you talk to my clients?”
To write compassionate and emotionally resonant website copy, I needed to understand exactly how Amanda’s clients describe their experience.
To accomplish this, I conducted 1:1 interviews with Amanda’s clients and gathered additional Voice of Customer (VoC) insights from her book and podcast reviews.
The data was clear: clients were frustrated by surface-level talk therapy. They didn't want to rehash the past forever—they wanted “scientific understanding” and “tangible tools to use in daily life.”
Research & Discovery
Phase 01
You already have a proven business model. I focus on message-market fit by aligning your messaging with what your audience needs to hear. This makes your copy connect and convert more consistently.
“What do you mean by positioning?”
Next, I synthesized my research to solidify the brand positioning and validate Amanda’s decision to rename the practice Regulated Living—a clear reflection of the tangible, science-based outcomes people were seeking.
To help prospects self-select the right program, we positioned the membership as a supportive community to build “foundational lifestyle habits” and 1:1 coaching as the destination for “deep transformation” with personal accountability.
Strategy & Positioning
Phase 02
Think of it as a blueprint for your website. I use two approaches depending on your design needs:
Low-fi in Google Docs: Provides layout direction without duplicating design work in no-code builders.
High-fi in Figma: Great for more custom sites, your designer can build directly on the wireframes.
“What’s a website wireframe, exactly?”
With the strategy locked in, we built the copy wireframes. To bring Regulated Living to life, I leaned into the personality traits that surfaced repeatedly during my VoC research: empathetic, grounded, and empowering.
Using plain English, I translated complex polyvagal theory into accessible copy that empowers visitors rather than pathologizing them. Because Amanda’s designer was building directly in Showit, I formatted the copy in low-fi Google Doc wireframes for handoff.
Website Copywriting
Phase 03
By mapping out a clear path for each offer based on what clients told us (via interviews and reviews), Amanda saw a drop in logistical questions on discovery calls soon after launching her new site.
The copy supported her pivot from Rise As We to Regulated Living, and provided new talking points for a speaking opportunity at Pinterest. Amanda also landed a consulting role with a health tech startup, opening the door to new PR opportunities and more traffic to her high-converting website.
Now, the Regulated Living brand communicates complex neuroscience clearly, empowering visitors to self-select the right program. Ahhhh...
From outdated messaging to new PR opportunities
Results
Amanda Armstrong
Regulate & Rewire Podcast Host
Founder, Regulated Living
Working with Erika is like working with an investigative journalist who also happens to be an exceptional copywriter.
I loved working with her on the copy for my website rebrand. It's been hard to find the right words to make it clear what we do and how we help people in a way that's different from traditional approaches – and Erika nailed it.
Her process goes far beyond typical copywriting. The depth of research and client interviews she conducted helped us articulate the difference between our high-touch coaching programs and our membership.
Her ability to translate complex neuroscience concepts into language our clients understand was especially valuable.