Website copy project key themes
Support, understanding, persuasion, expertise
Website copy deliverables
4 pages of custom, SEO-friendly website copy for the Thrive Breastfeeding rebrand.
3 additional offer descriptions for newly launched services
Website copy goals
Amy Tanzillo of Thrive Breastfeeding has been a lactation consultant for over a decade. With over one hundred five-star reviews (seriously!), achieving six figures in two years, and a long-standing reputation for supporting breastfeeding mamas, she’s a leading industry expert.
However, her website was super outdated. She was operating with a website she’d designed early on in her career, and it didn’t reflect her experience, knowledge, or recognition in the Virginia and DC mama communities. Not only was this a turn-off for cold traffic on her site, but it was restricting her ambition to grow and expand her business.
With three teenagers and a full life herself, Amy was desperate to increase her rates and claim back her time. Instead of constantly travelling for clients and booking lower-paid services, she wanted to reduce her hours, cut down her admin time, and book dream mamas on her luxe package. We worked together to ensure her website would enable her to achieve this.
Achieving these website copy goals
To enable Amy to achieve her goals, we rewrote her website, honing in on her message of helping pregnant mamas feed their babies to support their development. Through my market research, client data analysis, and conversations with Amy, it became clear that this was the most important thing to new moms–and so, the most persuasive.
We focused our core message on pregnant mama’s as this enables Amy to book her project in advance and not be at the mercy of her work calendar. However, I also wrote a page for current mama’s to not opt out of these potential bookings. As pregnant and current mama’s experiences are different (the copy needed to be specific about each experience for moms to see themselves in it), it made sense to split these pages for SEO and messaging.
To increase conversions and improve client experience, I also implemented Cupid Copy’s sales structure (making Amy’s website her BEST sales asset) to seamlessly guide her future clients through a journey of introduction, understanding, persuasion, and purchase.
All information required to book their packages was clearly showcased through the copy, empowering her clients to book for themselves and ensuring a hands-off experience for Amy.
Amy’s genuine, supportive, yet knowledgeable tone of voice was implemented across the website (and her offer descriptions we worked on later). As her clients are investing in a personal and emotional service, it’s essential Amy’s true character is reflected on the website. This fosters trust through the screen (essential for booking a service of this nature) and ensures there are no uncomfortable surprises when working together–something that could potentially damage her outstanding reputation.
Alongside achieving her personal goals, Amy needed to maintain her good SEO rankings and increase her performance where there were gaps. I developed an on-page SEO strategy that means she ranks for her target locations in spot #1 or #2, meaning local mamas can easily find her and book with her without reaching out and asking questions (her copy answers all of them!)
Website copy results
Book a luxe package (her highest ticket offering!) without a discovery call or any outreach within a week of launching
Maintained her SEO performance and is ranking in spots #1 and #2 for target keywords
Has the time and freedom to expand her offerings. She’s launched 2 new coaching services and 1 paid experience (I wrote the offer descriptions for these too!)
Work with Cupid Copy
Turn your website into your best sales asset and press publish on a platform that works towards your goals and reflects your expertise and experience.
Click here to view my website copy services. I’d love to work with you ❤️
Website designer: MK Creative
Website copywriter (moi): Cupid Copy
