The Only Rules That Matter: 12 UX Rules For Writing Killer Web Copy

When writing website copy, with so many different elements to consider, it can be challenging to know where to start. 

That’s why we’ve put together this comprehensive guide on everything you need to know about writing killer web copy. 

We’ve included 12 rules that every User Experience researcher, writer, and designer follows so that you can create content that converts visitors into customers and increases customer engagement.

So if you’re ready to learn how to write website copy that gets results, keep reading!

The first step is understanding how copy and design work together on a website to optimize user engagement.

How Visitors Engage Your Website

User Experience (UX) researchers have found that people read web pages in an F-shaped pattern: they scan the top and left side of the page for headlines and critical points and then move down the page, reading in a shorter horizontal band.

Given this F-shaped pattern, keeping your most important information at the top of the page where people will see it is essential. 

Website copy should be concise and to the point, so readers can quickly find what they’re looking for.

Use Design & Digital Storytelling 

The best websites use an interplay of content and design to make the copy dynamic and engaging.

That’s why designers play an essential role in how users interact with website copy. The layout, font choice, and whitespace use can influence how easily people read and understand the content on a page.

When writing web copy, work with designers to help break up the content:

– Use short sentences and paragraphs

– Make use of headings and subheadings

– Use bullet points or lists where appropriate

– Use solid keywords and calls to action

– Use images, illustrations, infographics, and videos to break up the text

Now that you have the basic foundation of how copy and designs work together to create engaging user experiences let’s review 12 UX rules to help you create killer web copy.

Rule #1: Assist users in achieving their goals.

Aside from providing helpful information, web copy should help users achieve their goals. So instead of trying to appeal to customers with marketing copy, think about your website visitors’ goals when they come to your website. 

  • What are they trying to achieve? 
  • How can you help them?
  • What actions are most important to them?

UX writers guide users on apps and digital products, making it as natural as possible to accomplish the task at hand and reduce friction. So when you develop your website copy, think like a UX writer. 

Consider:

  • Is the flow of information structured logically and straightforward? 
  • Is your website intuitively easy to navigate? 

Web copy that considers user experience can be more effective than web copy written without the user experience in mind.

Rule #2: Speak the user’s language.

UX writers rely on customer personas to communicate messages effectively. Using customer personas to inform messaging across channels (email, web, social media) is a good rule of thumb. 

Some may wonder, “How do I find out the exact language of my users?” One answer is social media. If you have a list of potential buyers or key decision-makers, conduct a Google Search and review your results. (If you still need to create a prospecting list, use an existing list of customers).

If you’re in the B2B space, your decision-makers are likely on LinkedIn. If so, go to their profiles and check out their posts. Look at:

  • How do they write? 
  • What things do they like/share/comment on? 
  • Do they write articles on LinkedIn or Medium, perhaps? 
  • Have they been interviewed on podcasts? 

Discover where your audience hangs out and be curious about their behavior:

  • What topics do they engage in?
  • How do they engage with content? 
  • What emotions do they express?
  • Who do they follow? (Influencers and Thought Leaders)
  • What content do they share?
  • What do they write in the comments of other people’s posts?

This data should give you some initial insights into your users’ behaviors, what they value, and the language they use. 

Rule #3: Expect users to scan.

Users can decide in as little as five seconds whether your site is helpful to them. As we discovered earlier, users often scan pages in an F pattern focusing on the top left side of the page, headings, and the first few words of a sentence or list. 

On average, users only read the first two words on each line. 

Here are some facts to consider when writing web content:

  • In a 2008 study, based on an analysis of 45,237 page views, Neilson and Morkes found that web users only read about 18% of what’s on the page.
  • The users’ reading percentage goes down as the number of words on a page increases.
  • To get users to read half of your words, limit your page to 110 words or fewer.

(Source: https://www.plainlanguage.gov/guidelines/web/)

While the information presented in a whitepaper or blog is helpful, it needs to be in a suitable format for the web. 

Remember, people scan web pages and only read about 18 percent of what’s on the page. You may want to cut whatever you have in print form by 50 percent!

According to Government Guidelines, good web content uses:

  • The inverted pyramid style: 

Begin with the shortest and most straightforward statement you can make about your topic. Put the most critical information at the top and the background at the bottom.

  • Chunked content: 

Don’t try to pack everything into long paragraphs—split topics up into logical sections separated by informative headings.

  • Only necessary information: 

Use only the information your users need to achieve their top tasks. Omit unnecessary information.

  • Remember

Your content is not clear unless your users can:

  1. Find what they need
  2. Understand what they find
  3. Use what they find to meet their needs

Think – conciseness, intuitiveness, and brevity.

Rule #4: Don’t overcomplicate your vocabulary. 

Try to avoid using complicated words, jargon, and filler words. Here are some examples of what to remove from your web copy.

Source: https://convertkit.com/stop-superfluous-fancy-words-killing-copy-bottom-line

According to Avery Blank, Senior Contributor for Forbes, here are some common words powerful people avoid:

“Just” (protector words)

The word “just” diminishes the content that follows this word.

“Very,” “Absolutely,” and “Totally” (drama words)

Words such as “very,” “absolutely,” or “totally” do not add value to the noun you want to describe or highlight.

 “I think…” or “Arguably” (protector words)

Every thought you put out there is your opinion. You do not need to preface your ideas with “I think.”

“Actually” and “Obviously” (superior words)

Words such as “actually” and “obviously” can rub people the wrong way. These words suggest that the other person does not understand the issue or circumstance (and that you are right) or understands something (when they may not).

Source

Rule #5: Humor, think twice before you use it!

It might be funny once, but saying the same joke over and over becomes tiresome and even frustrating for users. Choose humor carefully. 

Rule #6: Avoid long blocks of text.

Help visitors navigate your website by writing it in short, scannable blocks—chunk text into shorter sentences and paragraphs. Keep the most crucial text up front and then ruthlessly edit what comes after it.

Write short and then cut it into half.

Rule #7: Avoid double negatives.

Double negatives increase cognitive load, making users spend extra time deciphering the message.

Don’t: I do not want to unsubscribe

Do: I want to unsubscribe 

Rule #8: Begin with the objective.

When a sentence describes an objective and the action needed to achieve it, start the sentence with the objective.

Don’t: Tap on food to see its ingredients.

Do: To see the food’s ingredients, tap on it.

Rule #9: Make the copy consistent

Inconsistency creates confusion. One example of inconsistency is replacing a word with a synonym in a different part of the website. 

For example, if you decide to call the process of arranging a meeting “Scheduling” on one part of your website, do not call it a “Booking” on another page.

Another common mistake is addressing your users in both first and second-person interchangeably on your website.

For example:

Don’t refer to the user in the second person and the first person within the same phrase.

Don’t: Change your preferences in My Booking

Do: Change your preferences in Your Booking

Rule #10: Write in the present tense

Avoid using the future tense to describe the action.

Don’t: Image has been downloaded.

Do: Image downloaded.

Rule #11: Write in the active voice

The passive voice makes readers yawn. Compare this sentence in both voices:

Don’t: The Buy button should be clicked when you are ready to purchase a product.

Do: Click the Buy button to purchase a product.

Rule #12: Use numerals

Use numerals in place of words for numbers.

Don’t: You have two missed calls.

Do: You have 2 missed calls.

Source: Nich Babich, a product designer & editor-in-chief of UX Planet. 

There you have it, folks! 12 Rules for writing killer web copy. 

And if you scanned this article, here’s an abbreviated version of the list:

  • Rule 1: Assist users in achieving their goals.
  • Rule 2: Speak the user’s language.
  • Rule 3: Expect users to scan.
  • Rule 4: Don’t overcomplicate your vocabulary. 
  • Rule 5: Humor, think twice before you use it!
  • Rule 6: Avoid long blocks of text.
  • Rule 7: Avoid double negatives.
  • Rule 8: Begin with the objective.
  • Rule 9: Make your copy consistent. 
  • Rule 10: Write in the present tense.
  • Rule 11: Write in the active voice.
  • Rule 12: Use numerals.

https://uxplanet.org/16-rules-of-effective-ux-writing-2a20cf85fdbf

https://uxplanet.org/16-rules-of-effective-ux-writing-2a20cf85fdbf

Corporate Giving: Why it Matters

When it comes to corporate giving, there are a few key reasons why businesses need to get involved. Corporate giving shows that your business is committed to social responsibility. 

This, in turn, can help improve your brand image and make your business more attractive to prospective employees and customers. Moreover, corporate giving can also help build relationships with other companies and community leaders. And last but not least, corporate giving is a great way to give back to the community—something your employees and customers will undoubtedly appreciate.

Let’s review the benefits of corporate giving and why it’s important.

Boosting Morale and Employee Retention

Employees like to work for companies that care more than just the bottom line. Businesses make charitable donations showing that they care about the community and the world. This can help boost morale and also help with employee retention, as people will want to work for a company they can believe in.

When employees see that their company is giving back to the community, they’ll be proud to work for an organization that cares more than just its bottom line. This sense of pride can lead to increased employee motivation and productivity, which can ultimately benefit your business. 

Not to mention, happy employees are more likely to stay with your company for the long haul. In fact, according to a study conducted by the Work Institute, nearly 33% of employees who quit their jobs cite “a lack of appreciation” as their reason for leaving. 

So, if you want to keep your best workers around, you must show them that you appreciate their hard work. One way you can do this is by making regular corporate donations to causes your employees care about (like a donation matching program). You can also provide your employees paid time each month to volunteer with an organization of their choosing.

Not a “Nice to Have” But a “Must Have”

While corporate giving has been around for decades, its significance has recently grown. As employees and consumers alike have become more conscious of climate change, income inequality, healthcare disparities, and gender inequity, their expectations have also grown. People want to work for companies contributing to improving the world.

For example, the following stats from the Havard Business School show how employees favor companies that care more than just the bottom line.

  • 95% of employees believe businesses should benefit all stakeholders—not just shareholders— including employees, customers, suppliers, and communities they operate within.
  • 88% believe it’s no longer acceptable for companies to make money at the expense of society at large. 
  • 92% of employees who work at a company with a strong sense of purpose say they would be more likely to recommend their employer to those in their network looking for a job.

These numbers make it clear that organizations must dedicate efforts to developing Corporate Social Responsibility initiatives and corporate giving to ensure employee satisfaction and retention.  (Source)

Increasing Brand Awareness and Reputation

In addition to boosting employee morale, corporate donations can also help increase brand awareness and reputation. Customers like to do business with companies that give back, so this is a great way to attract new customers while also solidifying the loyalty of existing ones. 

Furthermore, media coverage of corporate donations can help spread the word even further and put the company’s name out there positively. 

In today’s day and age, consumers are increasingly interested in supporting companies that care about more than just profits. 

A study conducted by Boston-based PR company, Cone Communications, found that 91% of consumers are more likely to purchase products and services from companies that support social and environmental issues. 

So, if you’re looking for ways to improve your business’s public image, making corporate donations is a great place to start.

Here are some other key statistics about how customers feel:

  • 77% of consumers are motivated to purchase from companies committed to making the world better.
  • Most American consumers – 55% – believe companies must take a stand on critical social, environmental, and political issues. (Source)

Investing in corporate giving and social responsibility programs is a worthwhile endeavor. As illustrated in the stats presented here, stakeholders, from customers to employees, increasingly consider an organization’s CSR initiatives before making important decisions. These decision-makers include:

  • Customers, before making a purchase
  • Investors, before allocating funding
  • Employees, before choosing an organization to work for, and
  • Executives, before finalizing their corporate strategy

The benefits of implementing a corporate giving program at your business are clear. Not only can it help you attract and retain top talent, but it can also boost employee morale and job satisfaction. A corporate giving program also shows your customers that you care about more than just making a profit and allows you to give back to the community where your business operates. All of these factors can lead to a positive impact on your bottom line.

10 Quick Tips for Running a Lean Marketing Team During a Recession

As we head into an uncertain economic climate, it’s more important than ever to have a lean, mean marketing machine. But where do you start when it comes to trimming the fat? 

In this blog post, we’ll take a look at some of the areas where you can make cuts without sacrificing results.

  1. Cut down on paid ads that aren’t performing. 
  2. Refocus your content marketing strategy around quality over quantity. 
  3. Make sure your website is optimized for SEO. 
  4. Trim your social media spend by focusing on one or two platforms instead of trying to be everywhere at once. 
  5. Review your martech stack and ditch any tools that aren’t pulling their weight. 
  6. Streamline your sales and marketing processes with automation. 
  7. Have team members audit their work and provide recommendations and solutions.
  8. Reduce your overhead costs by outsourcing or insourcing certain tasks or functions. 
  9. Scale back on events and trade shows (or get creative and move them online). 
  10. Review your budget and make cuts wherever possible and get creative!

Marketing during a recession doesn’t have to be all doom and gloom–with a little bit of creativity and careful planning, you can still come out on top! By making some strategic cuts now, you can set your company up for success when the economy slows down. So don’t wait – start trimming the fat from your marketing strategy today!

How To Create An Irresistible Brand Personality

You’ve created a brand strategy, and you know what you want your brand to achieve. But what about your brand’s personality? 

Your brand’s personality is how your consumers will perceive and interact with your brand. It’s the human side of your business that consumers can connect with on an emotional level. 

It takes into account things like voice, tone, and values. When done right, a strong brand personality can make your consumers feel like they have a personal connection to your business.

Why Brand Personality Matters

Your brand personality is important because it helps you stand out from the competition. In today’s crowded marketplace, it’s more important than ever to have a strong and unique brand identity. Your brand personality is one of the ways you can achieve that. 

We’ve outlined the steps you’ll need to take to create an irresistible brand personality.

Step 1. Define Your Target Audience 

The first step in creating a strong brand personality is to define your target audience. Who are you trying to reach with your marketing efforts? What are their demographics? What are their interests? Once you have a good understanding of your target audience, you can begin to craft a brand personality that will resonate with them.

Step 2. Consider Your Competitors 

It’s also important to consider your competitors when creating a brand personality. What are they doing well? What are they doing poorly? How can you position yourself in the market in order to better appeal to your target audience? Keep your competitive landscape in mind as you develop your brand personality.

Step 3. Determine Your Core Values 

Your core values will be at the heart of your brand personality. These are the values that guide everything you do as a company, so it’s important that they are reflected in your branding efforts. When determining your core values, ask yourself what is most important to your company and what you want to be known for. Once you have determined your core values, make sure they are evident in all aspects of your marketing communications.

Step 4. Develop Your Tone of Voice 

Your tone of voice should be consistent across all channels and touchpoints. It should reflect your company’s values and be appropriate for your target audience. For example, if you’re targeting millennials, you’ll want to use language that is relatable and authentic. On the other hand, if you’re targeting corporate decision-makers, you’ll want to use language that is more professional and formal. 

Step 5. Choose Visual Elements That Support Your Brand Personality 

Your visuals should support and reinforce your brand personality. This includes everything from your logo and color palette to the imagery you use in your marketing materials. Make sure all of your visual elements work together to create a cohesive look and feel for your brand. 

Conclusion

Developing a strong brand personality is essential to any successful business venture. By taking the time to define your target audience, consider your competitors, determine your core values, and develop a tone of voice that reflects those values, you can create a brand personality that will resonate with customers and help you stand out from the competition. 

Furthermore, choosing visual elements that support your brand identity will help ensure that all of your marketing communications are working together to create a cohesive look and feel for customers.

Done right, your brand personality will be irresistible! 

Increase the Value of your Product or Service in 6 Steps

A value ladder is a framework for how you organically increase the perceived value of your product or service — without having to raise your prices. In this guide, we’ll show you how to create a value ladder so that you can increase your leads, sales, and average order value.

What is a Value Ladder?

A value ladder is a framework that allows you to increase the perceived value of your product or service — without having to raise your prices. 

The idea is simple: 

You start by giving away something of low value for free (or at a very low price). 

This generates leads, builds trust, and establishes authority. 

Once you have built up a relationship with someone, you then offer them something of slightly higher value at a slightly higher price. 

As they keep moving up your value ladder, you keep offering them more and more valuable products and services — each step along the way increasing in price. 

Done correctly, a value ladder allows you to organically increase the perceived value of what you’re offering — without ever having to actually raise your prices!

How to Create a Value Ladder

Now that we’ve answered the question, “what is a value ladder?” it’s time to show you how to create one. 

The process is actually pretty simple: 

  1. Decide what problem you’re solving 
  2. Identify your target market 
  3. Figure out what they need 
  4. Offer something of low value for free or at a very low price 
  5. Increase the perceived value while keeping the same general format 
  6. Keep going until you hit your goal!

Value Ladders in Action

The best way to understand how all these work is to see them in action. Here are some examples of real-world companies using value ladders to close more sales and increase their revenue

  • HubSpot offers free tools, ebooks, and templates  
  • WordStream offers a free keyword research tool  
  • LeadPages offers a free landing page builder  
  • AppSumo offers heavily-discounted deals on popular software tools  

As you can see from these examples, almost every company uses some form of a value ladder — even if they don’t realize it!

Value Ladders vs. Funnels

One final thing we want to clear up before we wrap things up is the difference between value ladders and marketing funnels. Even though they are similar, they are NOT the same thing! A marketing funnel refers to the process that someone goes through when they become aware of your product or service, consider whether or not they need it, decide whether or not to buy it, and then actually make a purchase. 

 A value ladder refers specifically to the products or services that you offer at each stage of the marketing funnel — with each successive “rung” being of higher perceived value (and higher price). So while all successful businesses need both a marketing funnel AND a value ladder, they are two distinct concepts. We hope this article helped clear things up for you! 

Conclusion

If you’re an entrepreneur or marketer, then understanding what the value ladder is and how to create one is critical for your success. We hope this guide has been helpful for you today.

   

The Ultimate Guide To Finding Your Brand’s Tone of Voice

The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. The choice of tone plays a vital role in the success of your content marketing strategy. Get it right, and you will engage your audience, build rapport, and come across as credible. Get it wrong, and you will fail to connect with your readers, be perceived as untrustworthy, or simply fail to capture their attention.

In this blog post, we’ll explore the power of tone in content marketing and provide some tips on how to choose the right tone for your brand.

Why Tone Matters in Content Marketing

Your tone of voice is an important part of your brand identity. It helps you stand out from the competition and gives your content a unique personality. Most importantly, it humanizes your brand and makes it more relatable to your target audience. 

Your tone of voice should be consistent across all channels and touchpoints. This includes everything from your website copy and social media posts to the way you answer customer inquiries over the phone. Inconsistent messaging can confuse your audience and make your brand appear less trustworthy.

Choosing the Right Tone for Your Brand

The first step in choosing the right tone for your brand is to understand your target audience. What are their demographics? What are their pain points? What are their aspirations? Once you have a good understanding of who you’re talking to, you can start to consider which tone would best resonate with them. 

For example, if you’re targeting young adults with a new fashion line, a lighthearted, irreverent tone might work well. However, if you’re selling financial services to Baby Boomers, a more respectful, formal tone is probably going to be more effective.

Here are a few more tips to keep in mind when choosing the right tone for your brand:

  • Be true to yourself: Don’t try to adopt a tonal identity that feels forced or unnatural. Your audiences will see right through it.
  • Consider using multiple tones: You don’t have to (and shouldn’t) stick to just one tone all the time. In fact, mixing things up can actually be quite effective. Just make sure all the tonal choices you make align with your overall brand identity.
  • Let your team have a say: Your employees know your customers better than anyone else. Ask them for input on which tone would best suit your target audience.

Conclusion:

The tone is an important consideration in any content marketing strategy. The right tone can help you build rapport with readers, come across as credible, and engage your target audience. The wrong tone can cause confusion among readers or make your brand seem untrustworthy.

When choosing the right tone for your brand, consider the following:

  • Who is my target audience?
  • What are their demographics, pain points, and aspirations?
  • What tonal identity feels most natural for my brand?
  • How can I mix up different tones while still staying true to my overall brand identity?

Taking the time to answer these questions will help ensure that you choose a tone that resonates with readers and helps achieve your content marketing goals.

How to Create the Perfect Pitch Deck to Raise Capital

How do you make sure your startup stands out from the rest? The key is in your pitch deck. A pitch deck is a visual presentation that tells the story of your business’ potential. A pitch deck can be a powerful tool for raising capital. How do you create the perfect pitch deck?

There’s no single formula for the perfect pitch deck, but there are certain elements that all great decks have in common. A strong pitch deck will include a clear and concise explanation of your business model, target market, competitive landscape, and, most importantly, your roadmap for growth. Your deck should be visually appealing and easy to understand; after all, you only have a limited amount of time to make your case. Most importantly, your pitch should tell a compelling story that makes investors believe in your vision for the future.

1) Start with a strong opening: Grab investors’ attention from the beginning with a strong opener that sets the tone for the rest of your presentation. 

2) Clearly explain your business model: Can you succinctly explain what your business does and how it makes money? If not, you need to go back to the drawing board. 

3) Know your audience: Make sure you tailor your presentation to each individual investor. This means doing your homework on who they are, what they’re looking for, and what kind of companies they typically invest in. 

4) Have a solid understanding of your competitive landscape: Investors want to know that you understand the market you’re operating in and have a plan for how to stand out from the competition. 

5) Tell a story: A great pitch deck is more than just a collection of facts and figures; it’s a story that inspires investors to believe in your vision. Make sure yours does just that. 

6) Focus on the future: Investors are looking for companies with high growth potential, so make sure your presentation focuses on where you’re going, not where you’ve been. 

7) Leave them wanting more: The best pitches are always followed by lively Q&A sessions where investors can dive deeper into specific aspects of your business. Be prepared for this by having a solid understanding of every element of your deck.

Conclusion

Creating the perfect pitch deck is no easy feat, but it’s worth it if it means securing funding for your startup. By following the tips outlined above, you’ll be well on your way to impressing even the most skeptical investors.

Need help? Let us know. We partner with early-stage CEOs and leaders to create dynamic and impactful pitch decks.

6 Health Tech Companies That Are Changing The Way We Access Care

Technology is transforming how we access mental health care and wellness services. With the rise of telehealth, mobile apps, and wearables, patients can now receive care anywhere, anytime. This is especially beneficial for those who live in rural areas or who have limited access to healthcare providers. In addition, technology can help patients track their progress and see results over time. 

The use of technology in mental health care has been shown to improve outcomes. A recent study showed that patients who used a digital behavioral health intervention saw a significant reduction in symptoms of anxiety and depression. Patients who used the app also reported increased satisfaction with their care. 

Technology is changing the way we think about mental health care. We no longer have to wait weeks or months to see a therapist. We can get started on our journey to recovery today with the help of technology. 

Luckily, the transformation of care is far-reaching. Let’s explore our list of top mental health and wellness startups to watch.

Cerebral

Cerebral is on a mission to transform access to high-quality mental health care.

What they do: Cerebral is a telemedicine company providing patients with mental health counseling, treatments, and services. The company experienced massive growth at the onset of the COVID-19 pandemic, fueled by increased demand for virtual services, becoming the world’s largest online mental healthcare provider.

Full-time headcount: 1,250 | Headquarters: San Francisco | Year founded: 2020 

Most common job titles: Clinical Instructor, Nurse Practitioner, Clinic Manager | Largest job functions: Healthcare Services, Human Resources, Research 

Plume

Gender-affirming hormone therapy from your phone.

What they do: Plume is a digital health company that offers gender-affirming hormone therapy for the transgender community all from the comfort of a smartphone. Its membership program provides patients virtual consultations with doctors, lab orders, support groups, and more.

Full-time headcount: 85 | Headquarters: Denver | Year founded: 2019 

Most common job titles: Patient Services Director, Social Services Coordinator | Largest job functions: Community and Social Services, Healthcare Services, Operations |

Lyra

Redefining workforce mental health.

What they do: Lyra is a mental health platform connecting businesses’ employees with care options, both virtually and in person. The company, founded by a former Facebook CFO and medical experts, has raised over $900M in funding from the likes of Oprah Winfrey, Salesforce, and Fidelity.   

Full-time headcount: 2,000 | Headquarters: Burlingame, Calif. | Year founded: 2015 

Most common job titles: Health Coach, Strategic Partnerships, Software Engineer | Largest job functions: Healthcare Services, Business Development, Engineering

Spring Health

Eliminating Every Barrier to Mental Health

What they do: Spring Health combines machine learning and the expertise of clinicians to help employers offer personalized mental health services to their employees. It has a team of scientific advisors guiding its approach to care and has had over 30 peer-reviewed papers on its treatment methods and outcomes published in medical journals.

Full-time headcount: 600 | Headquarters: New York City | Year founded: 2016 

Most common job titles: Software Engineer, Social Services Coordinator, Mental Health Counselor | Largest job functions: Healthcare Services, Engineering, Human Resources

Hinge Health

Comprehensive back and joint programs in the palm of your hand.

What they do: Hinge Health — which reached a $6.2B valuation in 2021 — combines wearables, video technology, physical therapy, and medicine to address users’ musculoskeletal aches and pains. In 2021, Hinge Health acquired a computer vision company, WrnchAI, and a pain-focused medical technology firm to further bolster its offerings.

Full-time headcount: 1,200 | Headquarters: San Francisco | Year founded: 2015 

Most common job titles: Health Coach, Software Engineer, Physical Therapist | Largest job functions: Healthcare Services, Engineering, Human Resources

Carrot Fertility

Opening the door to fertility care for every employee, everywhere.

What they do: The growing demand for employee fertility benefits is pushing companies to provide more resources to help navigate the paths to parenthood. Carrot Fertility provides that service — and has also added benefits for menopause and low testosterone services to its platform in an effort to destigmatize fertility care for professionals of all ages.

Full-time headcount: 335 | Headquarters: Remote | Year founded: 2016 | Most common job titles: Customer Experience Manager, Software Engineer, Business Development Representative | Largest job functions: Sales, Customer Success, and Support, Operations | 

This list is informed by LinkedIn Top Startups 2022: The 50 U.S. companies on the rise.

Published on September 28, 2022.