Anna Wang

User problem

ReachOut’s original homepage was designed for a different era – when the organisation’s core focus was early intervention through self-help content like articles, videos, and infographics.

But research with young people showed a shift. They no longer just wanted information – they wanted connection and direct support from people who understood them.

The homepage needed to reflect that evolution and guide users toward meaningful next steps, not just content discovery.

My role

As the UX copywriter, I worked alongside a UX designer, researcher and the product team to:

• audit the homepage information architecture for clarity and message hierarchy;
• translate research findings into a new content strategy and narrative flow; and
• write all new homepage and SEO copy, with a focus on clarity, reassurance and guided choice.

Insights that shaped the copy

1. Users wanted reassurance and permission to seek help. Many arrived at ReachOut in the early stages of seeking help for mental health. They needed gentle validation that they were in the right place.
2. Tone was as important as clarity. A direct or overly clinical tone could feel intimidating; a softer, conversational tone helped users feel safe engaging with ReachOut.
3. Choice paralysis was real. ReachOut had so much content that it was hard for a user to find what they needed. Users needed fewer, clearer CTAs that made it easy to take the next step.

Copy strategy

I used a three-part narrative framework to guide the homepage:

1. Reassure: You’re not alone.
2. Empower: There’s support that fits you.
3. Guide: Here’s where to start.

It was really important to balance trust and action with this project – to write copy that gently motivates behaviour change without pressure or jargon. Example refinements:

• Before: Welcome to ReachOut.com
  After: A safe place to chat anonymously, get support and feel better
  
• Before: No guidance on sifting through the volume of content
  After: Hi, what would you like to do today?
  
• Before: Not sure where to start? Select as many topics as you like, hit GO and we will suggest some things for you.
  After: I want to…See all support options

This copy strategy created a more intuitive, trust-building journey, moving from static information to empathetic interaction.

Outcomes

We brought the ReachOut website into the 21st century!

User satisfaction increased by over 300%, measured in qualitative user testing and Customer Satisfaction Surveys. Participants described the new homepage as:

“Clearer,” “More relatable to what I want,” and “Easy to know what to do next.”

The new copy not only improved comprehension but also helped guide users deeper into ReachOut’s support pathways – reframing the homepage as a starting point for action, not just awareness.