Copywriting and Content Portfolio

Johanna McWeeney – Health and Wellness Copywriter

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"Relatable, succinct, wonderful writing"

Stop “Falling Short” is my first published book. It explores negative perfectionism and 5 simple strategies to conquer it. The book is available to purchase as a print or ebook on Amazon, online at Blackwells in the UK, or via Barnes and Noble or Books-a-Million in the States. 

Breathwork and meditation content for the Oxa Life app

  • Working alongside another writer to create and ideate breathing exercise and meditation scripts
  • Consulting on breathwork modalities and research
  • Supporting design team with in-app copy in Figma


Creative Brief:

To create the content for the Oxa Life app to be used alongside the unique wearable device. To support the development and design team with the in-app copy.

“We want to make it really transparent that we think your work is fantastic and your ability to convey technical language is impressive.”


Sofia Rodriguez
Marketing Specialist, Nanoleq/Oxa

App content and UX copy for the OA app

  • Involved in creation of complete in-app copy and user flow
  • Breathing exercise content including instructions, contraindications, and consulting on pacer function
  • All habit-building popups and other functional copy
  • Supporting the design and development process for much of the genesis of the product


Creative Brief:

To create a detailed, personalised “virtual breathing instructor” experience in app form. 

Long-form content for health and wellness businesses

When it comes to driving sign-ups, content marketing is critical.

This is a long-form interview-style article for the personal development brand, BIEN ETRE.

 Creative Brief:

Aim: To inform, engage and drive the reader to the expert profile to book a free discovery call. Most of my content articles are SEO optimized, but in this case the client chose to lead with value as the article was destined for a members’ portal.

Brand voice: approachable, easy going and caring.

Website copy for a national wellness charity

When a website needs to address complex audiences and needs, it’s vital to really understand what those are before writing a single word. This project involved significant research into messaging. The goal was to produce copy that placed the charity as a leader in the field and provided value to the user. 

Creative process:

The brief included an initial audit of the copy on 14 core website pages, plus numerous meetings with the comms team to discern the audiences and relevant messaging, eliminate jargon, and communicate the information site users needed to find. This included some search optimisation.


“Johanna has been a pleasure to work with and has been a considerable help on this project.

The NASP website needed a near full re-write and Johanna worked with us from very early on in the development process to help us with identifying and prioritising audiences for different pages and building the structure of the site. She asked all the right questions to drill down on our key messages and took quantities of complex information and produced well consolidated, clear, and accessible copy that really brought our organisation and vision to life.”


Charlotte Bell

Senior Communications Manager

National Academy for Social Prescribing

Sales page
for a holistic coaching program

This is a long sales page, written for the launch of a new coaching membership product. The membership includes breathwork, wellness, and nutrition components as well as business skills for practical implementation.

Creative Brief:

Tone: Friendly, approachable, we’re just like you.

Intention: Learn from guys who are walking the walk. Bring spirituality to a success-focused audience. 

Main objective: To get people to sign up to the membership subscription and join the members area where they can access the coaching.

“This is by far the fastest funnel with epic copy I’ve seen built to date.”


Brian Kelly
Breathwork Coach and Co-Founder, YogiLab

E-book for a corporate wellness programme

A lead magnet e-book for a high-ticket corporate wellness programme in the breathwork niche. 

Creative Brief:

To ideate content and flow to produce a short book with actionable insights. 

To suggest images and graphics to illustrate the content. 

To produce a piece of thought leadership that demonstrates authority for the client and leads the reader to explore the landing page for the corporate programme.

Ghostwriting for a breathwork expert

The Breathing Cure involved significant research and creative input. This was followed by Atomic Focus for the same client.

Both books have consistently high review ratings on Amazon and have received positive feedback from experts including James Nestor, author of the NY Times Bestseller, Breath: The New Science of a Lost Art.

The US edition of The Breathing Cure (Humanix) launched on in July 2021 at #1 in:

  • Respiratory Diseases
  • New Releases in Respiratory Diseases
  • Most Wished For in Respiratory Diseases
  • Best Sellers in Lung & Respiratory Diseases
  • New Releases in Lung & Respiratory Diseases
  • Most Wished For in Lung & Respiratory Diseases
  • New Releases in Homeopathy Medicine

Landing page for a meditation download

This is a keyword optimised landing page, written as part of a complete website rewrite for Most of my work for this brand is as a breathwork copywriter, but in this instance my experience of meditation was valuable.

Creative Brief:

Tone: Friendly, simple, scientific

Top keywords: Free guided meditation, 20 minutes guided meditation.

Main objective: This page aims to get new meditators to download a free guided meditation in return for their email address. 

Landing page for a breathwork product

This is an SEO optimised sales/product page for a sports nasal dilator. The product helps the wearer to maintain nasal breathing during exercise.

As part of this project I also prepared the packaging copy, including the product tagline.

Creative brief:

To include a number of relevant keywords. 

To convey the benefits of nasal breathing to the sports-focused audience.

And to communicate why this product is superior to other similar dilators on the market.

Landing page for a yoga course

A sales page for a breathing instructor training course. The training is aimed at yoga teachers and experienced yogis. It covers aspects of scientific breathwork and their application in yoga practice and teaching.

This is a high-ticket offer, so the challenge was to present the information in a way that was attractive for both yoga and breathing enthusiasts. And to convey the quality and relevance of the course materials.

For this project, I was able to draw on my own long-term yoga practice and knowledge of yoga.

Website copy for a traditional Chinese medicine specialist

Website copy forms a vital connection with your ideal customer. It can provide the same strong first impression as meeting you in person, build trust and tell your story. It can speak directly to your client, reassuring them you’re the person to help. 

Creative process:

Re+Cultivate is a traditional Chinese medicine specialist based in London and online. The website copy is designed to give a personal, reassuring feel. It’s written in approachable, conversational tone that conveys the warmth of the practitioner while also giving credibility in terms of scientific research and qualifications. The copy is also lightly optimized for search by service and location.


Brand mantra and tagline

The client requested a brand mantra that conveyed the inclusive, current nature of the breathwork method. To include the benefits for sports and for health, and for people at any starting point. 

Creative process:

Because this breathing method is current, and develops along with the latest research, I created the idea of a “living breathing method.” The mantra then includes descriptive benefits for the different audiences. The final line has been taken as a tagline by the brand to be used across platforms. 

Product packaging copy for a breathwork product

MyoTape Sport is a lip tape designed to promote nasal breathing, day and night. The original product was marketed as a sleep support to help prevent mouth snoring and reduce symptoms of sleep apnea. Its tagline: Sleep. Safe. Science.

I was tasked with producing the packaging copy for a sports version of the tape, to be used during training. 

The tagline is designed to mirror the branding of the sleep product. It’s benefit-driven, and communicates the positive effects of nasal breathing for sports performance. 

Creative challenges included conveying the science behind the product to a performance-motivated audience, and including a lot of information in a limited space.

So if you’re looking for the kind of content that makes life a little sweeter and more beautiful, I’d love to help.

Please click below to find out more about working with me.