Calm Web Copy

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The Context

Calm is a mental health app that provides tools to improve sleep and manage stress. Their landing page offered a free trial to entice its audience into premium content subscription but failed to define the value of the app’s products. The web copy before the paywall was brief, impersonal, and short on details. It failed to establish the tone of voice that’s right there in the name: there was no trademark sense of calm.

The Work

I used a number of services Calm offers to deepen my understanding of their services and their approach. Working from one key message–people who toss and turn should sign up for a trial of Calm because millions of people have found they really do fall asleep and stay asleep with this effective app–I constructed a brand voice that was soothing, sincere, and conveyed confidence in the product.