Founder Karen is passionate about creating a platform – and more importantly a community – for women across New Zealand. She wants to remove the taboo, and help women to navigate this stage of life with confidence.
We felt that the women needed to be the primary target audience for the website. It needed to feel welcoming to women, and feel like a reputable place to get accurate and reliable information about menopause. This is a topic that sits in the medical field – so we wanted to website to feel serious – which we achieved through the use of typography and the careful (and minimal) use of images. We balanced this with the use of colour – which softens the website and creates a welcoming a feminine space.
The secondary, but equally important, target market are the professionals. For them, the website also needs to feel professional and reputable – but additionally it needs to be a space that they will see value in investing in. To become a member, there is a monthly or annual cost – so we wanted to make sure their landing pages reflected them well and created ample opportunity for them to promote their services, qualifications, membership, with links to their booking systems and websites.
Ultimately – in order to successfully monetize the website, we need to get women engaging with it to make sure it will generate enough leads to make it worth the health professionals’ investments.
We ensured that every page, post and image was SEO optimised with keywords to help get the website high up on Google search results for people searching for help with their menopause symptoms and treatments. There is further opportunity for Karen to optimise the site, by adding great descriptions and meta content to every new category, tag, resource, professional and blog post.
In order to manage their memberships, and to be able to create protected content for them, we used MemberPress. Professionals don’t have the access to edit their pages – so Karen will build those separate to their login capabilities. But MemberPress presents a great way to manage the recurring payments, send reminder emails and keep in touch with her members.
