Copywriting is a key — if often undersung — element of conversion. Access to cheap — and now both limitless and mostly free — AI-generated copy has brought us to a natural endpoint. Instead of zeroing out the copywriting budget, though, it has only put the value of human-generated text at a premium. We’re at the point where text written by a person has become indicative of a luxury (or at least well-funded) product.

There’s one place which remains open to (human) writers of all skill levels: the founder’s story. It’s your story — truly no one can tell it better than you can. Sharing it in a thoughtful way can build, or increase, a trusted relationship between your brand and your buyers. And nowhere is this relationship more important than it is for brands in the wellness space generally, and more specifically, makers of vitamins and supplements. It’s beyond crucial. And here we’ll see how three brands, with just a couple hundred words, are creating a conversion-friendly environment with something as simple as their own story.

Key Takeaways

• A personal story can provide any brand with increased trust — this is exponentially so, and exponentially important, for vitamin and supplement brands. 
• A small degree of candor will confer a great degree of trust. 
• A more generic “founder’s story,” focusing on less personal motivations, only take up space, without conferring trust. 

TOC

• Key Takeaways
• Why is a personal story so important? 
• Examples of personal stories done rightsome text
  • Lyma
  • WonderCow
  • MyOva
• How to tell your personal story
• How this all affects conversion

Elite supplement producers have long understood the high expectations placed upon their brands to gain not only their buyers’ interest but their trust — a much higher burden. Their products address our most personal and secret desires: to improve our health (the loss of which shames many of us), to address our age-related concerns (ditto), and to help us confront our loss of sexual potency and desirability (double ditto).

This is often deep, dark stuff, more often discussed between our most intimate friends and advisors (and therapists). We might be willing to share the results of our blood panel or our sexual difficulties from behind the anonymity of a burner Reddit account. We might research supplements that could address our problems. But will we buy something online from an independent brand, without the intermediary blessing of a vitamin or health foods retailer like GNC or Whole Foods? Will we then ingest their product — and expect it to radically transform our health?

The answer, rather incredibly, is an unqualified yes. Online sales of supplements were already rising in 2019, which saw increases of 2.8% in brick-and-mortar supplement sales, and e-commerce growth of 26.5%. The industry has continued this growth (if not at the exponential and unsustainable growth in the earliest days of the pandemic), with certain niches — like sports medicine, mushrooms, and women’s health — at the fore.

We’re excited to announce that Media Contour has been recognize as one of the Top Conversion Optimization Companies in 2025 by Clutch, a trusted B2B platform that connects businesses with the best service providers. This recognition is a testament to the hard work we put into helping our clients turn website visitors into loyal customers.

“Our success wouldn’t be possible without our amazing clients and our team’s dedication to delivering real results,” said Matt Dandurand, CEO of Media Contour. “This award motivates us to keep pushing boundaries and finding new ways to help businesses thrive online.”

Media Contour, a global leader in e-commerce conversion rate optimization (CRO), proudly announces its recognition as a Top Conversion Optimization Company for 2024, awarded by Clutch, the renowned B2B service marketplace.

The Clutch Global Awards honor companies for their industry expertise and excellence in client satisfaction, based on extensive verified feedback from clients. This recognition underscores Media Contour's commitment to delivering top-tier e-commerce CRO solutions that drive measurable success for businesses worldwide.

“This award is a reflection of our clients’ trust and the relentless efforts of our team,” said Matt Dandurand, CEO of Media Contour. “We are deeply honored to be recognized by Clutch, and this motivates us to continue driving measurable success for businesses worldwide. Our mission remains focused on helping companies turn their websites into high-performing profit centers.”