Kirlin Lighting

• Website Copywriting

• Content Strategy

Shining new light on the leader in specialized lighting solutions

For the past 125 years, Kirlin Lighting has been manufacturing innovative lighting products, specifically for the medical industry. They deliver high-quality, specialized lighting where it matters most, with strong consideration for their customers’ experiences.

For this project we had two specific goals: to modernize the brand image and to help Kirlin capture a larger share of their audience in online search. This kicked off the build of an 11-page subdomain, purely focused on what they’re best known for—medical lighting. 

Website Copywriting

In order for the site to shine its brightest, I had to deliver in 3 ways:

• Technically-sound content that lighting specifiers would respond to

• Marketing language, or layman’s terms, that resonate with less savvy visitors

• Content that Google would love

To get up to speed on all things medical lighting, I met with the team’s product leads and sales people for hour-long interview sessions — becoming a product expert was essential so that I could translate complex concepts into digestible information for consumers.

Please visit https://www.kirlinlighting.com/ to check out the entire site!