Website copy for an infant sleep coach.
An incredible Instagram presence. Engaged followers. An audience that genuinely lived for Emily’s social content (hey, exhausted mamas!). Fox and The Moon is an established infant sleep consultancy business that had achieved a lot – but the web copy pre-moi? Lacking clarity, feeling wishy-washy and not targeted at the kind of parents that would value Emily’s unique approach, expertise and genuine experience. It was time for change…
Fox & The Moon
Industry: baby sleep consultancy
Vibe: reassuring, empowering + confident
Tone: kind, understanding + supportive
Goals: show up on Google in front of tired parents, position as an expert in holistic infant sleep + get bookings
Keywords: baby sleep coach, child sleep support, baby sleep help, baby sleep support, toddler sleep support
The details:
“For so long I have been trying to put what I do into words that would be easily read by my prospective clients and Zoe is the best money I have ever spent for my business.”
Here's what Emily had to say:
Giving DIY copy the boot + getting crystal clear on your messaging
When you start a business, and it rapidly takes off, you are doing something right. Scrap that, A LOT right. This was Emily. But as her business was evolving, Emily was struggling to get a hold of what their actual positioning was. The sleep industry was becoming a busy market, and Emily recognised to stand out, she must put her own stamp on it: her story. This was integral to Emily’s message – and attracting aligned clients.
A taster of the website copy I wrote
Emily’s web copy was written to show up in front of potential clients doing active searches for support – giving her a boost search marketing a boost (along with regular blogs + case studies), as well as her active social media marketing. As a mum to a 9-month-old at the time, I felt *very* close to this project.
SEO copy that was fueled by those parents googling at 3am for help
Are you thinking: It’s my turn, now?
No more making do. More making it happen.
Strategic website copywriting has been the key to turning my client’s vision-board dreams into a living, breathing reality.
