Watermark

Website Content

Watermark operates high-end retirement communities across the United States. Actually, ‘retirement communities’ doesn’t do them justice — they’re more akin to resorts. That includes the finest accommodations and amenities, as well as the most cutting-edge health, wellness, and psychological care.

After nearly a decade, it was time to refine their 80+ websites. The goal? Differentiate themselves from the completion by speaking to residents’ needs without talking down. By communicating the benefits not the deficits. By painting a picture of an aspirational lifestyle where older people are still valued, supported, and given the freedom to grow.

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I was brought in the later stages of the project to compose new copy, plus copy edit or rewrite existing copy that missed the mark.

Every residence had its own particular charms based in the local culture and specific services offered. It was my job to bring them to life.

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Over a period of two months, I helped reorganize, rethink, and rewrite copy for hundreds of important top-level and secondary web pages. In the end, Watermark was thrilled with the new direction. And the sites are slated to launch in February of 2023.