Audience
Guardant is an organization seeking to create accurate blood tests to screen for different types of cancers, but if you’re writing for their site, you’re not angling the copy to be read by patients or the people actually in the studies, you’re writing things to be read by their investors, as that’s who their site is geared towards.

Character
Guardant is corporate, progressive, modern, and accessible. They’re not very conversational in their website copy, but they also project an air of genuine caring. It’s clear that their mission is something they’re all passionate about, which isn’t hard to picture, as most people have been affected by cancer. They’re scientists, and they’re doing the work they need to do as scientists and people that want to better the world.

Emotion
Through their copy, Guardant wants their readers to feel confident, informed, and helpful. They want to show the work they’re doing and why that work is important so that potential investors want to invest in them. Their goal is to make the reader feel like part of the solution to a huge problem the world faces, and that their involvement means something. They do this by using data and utilizing powerful language that conveys the importance of their research.

Tone
Guardant goes for a tone that is honest, data-driven, serious, confident, empathetic, and compassionate. Reading their copy will remind you of hearing a science lecture, but there’s a lot of humanity in it. They talk about how many people can be saved with early detection methods for cancer, and how that necessary testing just isn’t available. “For the good of all mankind” scientists.

Language
Guardant speaks from a team perspective (using “We” instead of “I”), standard sentence casing, and they use industry specific terminology, but not to the point where it renders their copy inaccessible. They don’t curse, they don’t make pop culture references, they don’t use emojis, and they don’t make their content humorous. When they use hashtags, it’s usually within the body of the copy on social media, and when they place links, they’re placed at the end of the social media copy.

Purpose
Guardant uses its copy to educate, amplify, and sell.