*The visible project doesn’t include a brand name or logo because I am not permitted to use it.
* When I refer to the project, I use ‘we,’ which refers to the team that worked with me, typically including a developer and a strategist.
About…
This brand tackles a sensitive issue that many men face but often avoid discussing: erectile dysfunction (ED). Their natural supplement aims to help men regain confidence by improving testosterone levels and lowering the risks of ED, all without the need for prescription medications that can come with unwanted side effects. This brand focuses on addressing not only the physical aspect of men’s health but also the emotional toll ED can take on relationships and self-esteem.
The problem…
The key challenge was breaking through the stigma around erectile dysfunction and presenting as a discreet, effective solution. Many men feel uncomfortable discussing ED or seeking help, so we had to create a safe and approachable space where they could learn about the product and feel understood. Additionally, we needed to strike a balance between the emotional sensitivity of the topic and the science behind the supplement, ensuring the messaging was both relatable and trustworthy.
The goal…
Our goal was to build trust and confidence with potential customers while positioning the brand as the natural and reliable alternative to prescription solutions. We aimed to create a clear, emotionally supportive message that reassured men they could improve their health and regain control without the need for harsh medications.
The audience…
Mark Johnson, a 54-year-old Sales Executive from Denver, CO, served as our target persona. Mark is a successful, health-conscious man who has spent his life building his career and maintaining his well-being. However, as he’s gotten older, he’s started experiencing erectile dysfunction, which has affected his confidence and strained his relationship with his wife.
Mark isn’t comfortable relying on prescription medications because of potential side effects. Instead, he’s looking for a natural, effective solution that addresses his concerns discreetly. He wants something that can help him regain his vitality and confidence without disrupting his active lifestyle or causing any unwanted side effects.
The process…
The website consisted of a one-page structure with additional science pages that detailed how the ingredients benefit men’s health. Throughout the process, we tested different approaches for the main landing page, shifting from a purely scientific presentation to a problem-solution format. The version that worked best combined emotional storytelling with scientific backing.
This combination helped us connect with men by showing them that their struggles are understood, while also reassuring them that the product is backed by real science. The main landing page was designed as a step-by-step journey, mirroring the experience of taking the supplement. It started with acknowledging the problem (symptoms of ED), explaining the process of how the supplement works, and finally highlighting the benefits they would feel as they continued using the product.
Other Funnels…
We also worked on a comparison-based landing page that contrasted with a common ED medication, the V-pill. This page showcased the short-term effects of the v-pill while addressing the potential long-term risks. It highlighted how this brand offers a more sustainable, natural solution to improving men’s health without the downsides of prescription drugs.
Advertorials were another funnel we tested. These deep-dive articles aimed to explore the ED issue from a broader perspective, but we found that our audience wasn’t as engaged with long-form content. Our target audience showed a clear preference for concise, problem-focused solutions.
By combining emotional appeal with scientific credibility, we were able to build trust with potential customers, addressing both their physical concerns and their emotional hesitation in seeking help. The comparison funnel provided a clear distinction from traditional solutions, further establishing the brand as the natural choice for men looking for a discreet, long-term improvement in their health and confidence.