Content Strategy & Copywriting for Parenting Website
CLIENTPeach Parenting
BRIEFPeach Parenting is a mobile-first website designed to support Georgian parents and caregivers with children ages 0-18, supporting efforts to build strong families and reduce child maltreatment.
WORKProvided content strategy and writing support for parenting topics that are protective factors against child abuse and neglect, such as managing emotions and bolstering social relationships. This website facilitates parent help-seeking in an easy to use resource with references to additional sources of information from CDC, State of Georgia, and elsewhere.
Process
My contributions to developing the website included clarifying project goals and audiences, identifying content priorities and topics, using pre-existing research and environmental scans to brainstorm and write the content, and using client and focus group feedback to refine it.
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To conceptualize the structure of the parenting website, my team conducted a content strategy session with the client and determined the key focus areas based on research, existing content gaps for the parenting content landscape, and audience needs. We determined that a mobile resource would best serve busy parents that needed a quick go-to resource to learn about healthy parenting behaviors.
We determined four priority topic areas to focus on, and bounded each topic area into 3 categories based on what busy parents had time to engage with: a 1-minute quick tips summary of an article, a 3-minute article, or a 5-minute activity such as a video, infographic, or journaling activity.
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After clarifying the objectives for the website, I worked with the lead strategist to outline priority information for each topic — including key messaging and audience engagement frameworks for what we wanted parents to know, feel, do, and believe after reading the content. I researched existing content to identify content gaps. I completed a high-level structured outline for each topic and wrote sample content based on available and credible evidence-based resources on the defined topic areas.
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I finalized the content outline for our four topic areas: Making Connections, Managing Feelings, Seeking and Accepting Help, and Growing Milestones. From there, I wrote an introduction to the website, as well as evidence-based content for all of the topic areas and activities — including a guided reflection activity, video script on naming feelings, and an infographic on healthy habits for connection. I wrote the information with target audience personas in mind, and highlighted actions parents could easily incorporate through their day to establish healthier parenting behaviors.
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After the content was finalized and reviewed internally, I synthesized and refined client feedback to improve the content with an eye towards balancing client needs with audience goals. The website was also tested using a short online usability survey as well as an online focus group and interviews with Georgia parents or caregivers. The content was favorably received by parents in terms of its utility, helpfulness, organization, and ease of use.
Process
Results
OutcomesGoogle ads promoting the site and overall traffic to the site performed better than expected, indicating strong engagement with the target audience. User research and focus groups showed that Peach Parenting site is a valuable and informative resource for young parents across Georgia.
230k+ hits across 13k+ unique visitors in 7 months
Visitors rated the site 4.5/5 for relevant content and ease of use
Overall, survey participants described PEACH Parenting as aesthetically pleasing, well-organized, and helpful, informative content.
User feedback-
“I found it [making connections] really helpful because as adults, we kind of fall into this habit, especially when we have children and grow up, that our lives get busier. It's not as easy to see friends. PEACH Parenting really validated those concerns.”
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“I will be like, oh, you're a bad parent. You're not good enough. I beat myself down. And so it was just like uplifting to kind of go, okay, I'm doing it. I've been feeling really overwhelmed lately. It [managing feelings] was a good reminder.”
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"One thing that I like particularly is the 1 minute, 3 minute, 5 minute layout. If you've got just a second, click here. If you can spend a little more time with us, click here. It helps me to decide if I need something right away or if I've got time to sit with it."
Let’s work together
If you’re ready to work with me on a custom communications campaign for your project, idea, or business, I’d be honored to help craft your story. Drop me a line sometime — I’m here to help.