RCA might be the largest network of retinal specialists in the US, but they were totally BLIND to why their website copy was underperforming (I know, I know, it's okay to cringe at that terrible pun)
01 — The Challenge
Simplifying a complex message for a national medical brand
Retina Consultants of America (RCA) is one of the largest networks of retinal specialists in the country. Their mission: help people see the world. But their old homepage? It wasn’t doing them any favors.
They needed a site that could speak clearly to two very different groups:
Physicians and practice owners considering joining the network
Patients looking for expert retinal care
They also wanted to showcase their research arm and national scale, without overwhelming people or sounding too clinical.
02 — Creative process
A homepage that guides every visitor to the right place
Thankfully, the market research, customer avatar, etc, was already in place. All I had to do was step in to write website copy that needed to do a few key things well:
Introduce the brand in a simple, powerful way
Guide physicians to learn more about partnerships
Help patients quickly find care near them
Highlight RCA’s mission and growing national presence
Keep the tone human, clear, and compassionate
Each section was intentionally written to feel calm and credible while making it crystal clear what RCA does and why it matters.
03 — The Result
The copy helped sharpen their positioning
In the world of copywriting, writing less is almost always more difficult than writing more, and don't let anybody tell you otherwise. But I didn't let that stop me from delivering clean, intentional messaging designed to serve two audiences at once.
The new homepage is still live and still in use, a good sign the copy’s doing its job (4 years as of the time of this writing in 2025). RCA now has a clearer way to communicate with doctors, patients, and partners alike, without having to rewrite or over-explain themselves every time.