The story is in there. A visitor has to scroll too far to find it.
Vero launches in the next 4-5 weeks with a suite of therapeutics and VeroAge. The product is legitimate, the backing is real, and the team has already done the hard part: creating a brand, building a website, ideating on a membership model and building the coaching layer. Most companies launch with an MVP – but Vero has set its sights on something ambitious.
Where that ambition falls short is what it currently demands of a potential customer. Cold traffic, arriving from an ad, would have to scroll a lot to understand what Vero is and why they should care.
You said it yourselves: people see the Instagram and ask whether you are a gym. While leaning into the gains made by agentic workflows, the verbose pattern of the language and the modules don't signal quickly enough to a consumer what Vero is.
My aim is to bridge that gap: leverage the strong foundation you've built, and help to fine-tune it. Sharper positioning. Tighter copy. More scannable. It's a strategic engagement that will enable Isabella to keep building and iterating on Wix, Yellowhead to own paid media, David to connect the dots and more. I'm going to ensure that the message all parties are working from is solid, the pages are built to convert and the VeroAge launch has a campaign behind it that pays for itself in learnings before January.
We're proposing three workstreams, each approved on its own, delivered inside your launch window.
Six Problems We'll Solve
Across the call and our own read of your website, a similar theme surfaces – but the good news is that it's solvable before launch.
The brand looks premium and editorial, but it is not direct about what it sells or who it is for. A visitor coming from an ad needs "GLP-1s, sexual wellness, hair growth, longevity and a test that tells you your biological age" before they need the philosophy.
The site indexes well because of it, and it will perform in AI search for the same reason, but a human on a phone will not parse it. Every page needs the same message at a third of the length, with the proof points pulled forward.
Weight, intimate health, hair, hormones, longevity. Five very different reasons to be on the site, presented as five identical cards. Each problem needs its own visual signal so a visitor finds theirs in one glance.
The black opaque vial is the most impactful single fix on the site: black-on-black packaging reads as "what is in this?" Banners rendered as images cannot be read by screen readers (an ADA exposure), cannot be indexed, and pixelate on mobile.
Consumers drive revenue. Providers drive the protocol program. Both need their own path from the top of the site. Today the provider story sits in the footer, "Science" is misaligned in the nav, and the assessment CTA is being removed, which opens a slot.
Launch before Black Friday to warm the ad and email accounts. Put most of the spend behind VeroAge, because it is giftable and a GLP-1 subscription is not. Then hit January with the whole assortment and a tone that zigs where Ro, Hims and Felix all zag.
Three workstreams, five weeks
Each workstream is designed to work independently, but successively: positioning comes first, because it's the piece on which all other decisions are built. From there, the audit and landing page deliverables can take flight.
One core message and how it flexes by audience, plus the membership reframed as something a visitor can scan.
A prioritized punch list of verostrong.com for Isabella to act on, with wireframes for the two pages that matter most.
The campaign to run between launch and the holiday deserves landing pages to test against.
The foundation for everything else.
We ingest the brand package, the site, the Instagram and anything else you share, then run a deep-dive working session with Alysa and David to get the things you know by heart out of your heads and onto paper. From there, Pact writes the positioning.
- Positioning document. What Vero is, who it is for, what it is against, and why now, in plain language. One core message, then how it flexes by audience: weight, sexual health, hair, longevity, and VeroAge on its own. Includes where "direct where others are soft" applies (men's sexual health) versus where it must soften (women and weight).
- Membership framing. The membership and Vero coach are the retention engine. We reframe the page as a scannable value proposition: what you get, who you have access to, how often, what it costs per day.
- Audience messaging matrix. Consumers versus providers, pill versus injection, GLP-1 versus VeroAge gifting, with headline, supporting line and proof point for each. One source for Isabella, Yellowhead and your coaches.
- Voice and tone note. One page on how Vero sounds: direct, no-bullshit, clinical where it counts. Verbose version next to tightened version, so your team can edit their own copy.
- Homepage hero and primary copy. Headline, subhead, calls to action and section headings for the homepage, written to the new positioning.
Actionable insights to guide what comes next.
A teardown of verostrong.com on mobile and desktop, written for Isabella to act on directly: a prioritized punch list, a working session to walk it, and a review pass once the changes are made.
- Clarity. Does a first-time visitor understand what this is and what to do in the first screen?
- Conversion. CTA placement, scroll depth to first action, friction in the path to checkout, default plan selection (and what to A/B test there).
- Mobile. Layout, tap targets, text-as-image banners, load and pixelation.
- Trust. Packaging imagery, physician oversight signals, pricing transparency, comparison tables (which also serve you in AI search).
- Hygiene. Accessibility exposure (ADA), indexability, heading structure, broken or redundant navigation.
- Audit document. Every page, every finding, tagged fix-before-launch, fix-before-January, or later. One-line reason and the recommended change.
- Rough wireframes for the homepage and one treatment page: recommended section order and what each module has to do. Built to brief Isabella, not to be pixel-perfect.
- Working session with Isabella to walk the list and agree what is realistic on Wix before launch.
- Review pass on the updated site in Week 4, with a short list of anything still outstanding.
The differentiator, and the giftable product.
VeroAge is the right thing to lead with between launch and the holidays. This workstream gives you a campaign to run and two landing pages, wireframed and written for Isabella to build, so Yellowhead can test and iterate from day one.
- Campaign platform. The VeroAge launch idea in one page: the insight, the line, the tone and how it extends from holiday gifting into "new year, new me" in January. Includes the pivot plan: which levers move when, in the cockpit framing we discussed.
- Channel messaging. Headlines, body lines and CTAs per channel: Meta ads (for Yellowhead to produce against), email, on-site banners and organic social. Written to the positioning from Workstream 1.
- Two landing pages, wireframed and written. Each delivered as an annotated wireframe plus final copy, with a short build spec for Isabella (section order, image needs, character counts).
- Test plan. What to split between the landing pages and the standard VeroAge page, what to measure, and what to carry into the broader assortment in January.
- Review pass on the built pages before they go live.
For the health-conscious friend. Emotional, scannable, built to convert cold ad traffic without a doctor, a prescription or a long read.
For the visitor who wants the nitty-gritty: what is measured, how the dried blood spot works, what the report shows, how it compares. Strong on tables and proof.
Optional add-ons
Positioning and a wireframed, written page for recruiting doctors and practitioners to the protocol program, plus the "for providers" path in the nav.
Per additional landing page (weight, sexual wellness, hair, longevity), wireframed and written to the same spec as VeroAge.
Welcome flow and launch sequence copy (up to six emails), written to the positioning, for your team to build.
Tool recommendation for Wix, first three tests specified (plan default, hero, landing page split), read-out template.
Everything in your hands by November 14
Your launch date is your call.
Five weeks from kickoff, every deliverable is with you, which leaves a two-week buffer before Black Friday on November 27. Three workstreams run in parallel; the axis below shows what lands when.
It's not our first rodeo
Isaac, Alysa, David, Isabella: you have a differentiated product, a founding team that has done this before and a category full of brands saying the same soft thing. The opportunity is to be the one that says it straight. We would be proud to help you get there.
