Website Copywriting Project for Lauren Campion Doula—what we did, and why…
Tone: Warm, empathetic, Encouraging
Lauren is a wonderful doula. In her website copy, we wanted to speak to the emotions a prospective parent goes through when becoming pregnant, their worries around birth, and also the value of a doula (including statistics to back up our point).
On the About page we shared about Lauren’s own birth story, and how/why that fuelled her transition into this field of work and informed her approach.
And in happy news, she told me that she got cold client enquiries straight from her site, which meant our messaging worked. Lauren has since progressed from being a successful doula to studying to become a midwife.
Web pages we created copy for:
Homepage
About page
Services page (see below)
How we did it
We did Voice of Customer research by reviewing past surveys and questionnaires Lauren had kept. I interviewed Lauren, since she had been in the shoes of her ideal customer we were able to incorporate her own experience into the copy too. We wanted to be reassuring, warm, encouraging, compassionate. A safe space for them—so we showed we understood what they were thinking. We also incorporated a key data point/statistic around the doulas during birth on the services page, to help persuade and reassure.
(Some Of) The Copy
