“I couldn't work out how she would capture what I wanted on my services page and she did it so well. I'm so happy - thank you so much, Zoe!”

Meet Faye Higton,

owner of Rockabye Hub.

A booked-out clinic. A waiting list. A business that is clearly booming - with so much success wrapped up in babies (and their parents) accessing the support they need when it comes to infant feeding, reflux and tongue tie. So what was the problem? Why did Faye need me - a copywriter - to help her?

Well, not all website copy projects are about increasing conversions or driving more business in general. Sometimes, the copywriter’s job is to improve processes - and efficiency. Faye approached me because she was inundated with questions from potential clients and some clients were misunderstanding the clinic process (& associated costs). So, Faye wanted to clarify her services page - with clear copy that explained the process, the costs and anticipated those questions that kept coming up.

Discover this web copy project

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Discover this web copy project 〰️

Rockabye Hub web copy sample

The website copy project

Faye hired me to write Rockabye Hub’s website services page copy.

  • • Wireframed web copy - showing the information architecture of each web page (and how the copy flows across it)

    • SEO-tagged web copy within a Word document, written in HTML for easy input into the new website

  • • Clarify service messaging - what’s on offer and to whom

    • Clarify process and costings of the service (so a prospective client would know exactly what to expect, and the costs associated with it)

    • Anticipate and answer recurring questions

    • Improve SEO as a secondary goal - as it’s always good to take the opportunity to do so!

  • Faye’s business was booming - but the amount of questions that were landing in her inbox was not fun. She also had clients feeling confused and misinterpreting how her clinic worked - and the costs. So, my challenge was to rewrite her services page copy - to help Rockabye Hub’s prospective clients on their 'booking journey' - and reduce the confusion.

  • A seamless new services page launch - with wireframed copy, copy packaged up, SEO’d and ready to go over to the designer in preparation. The copy helped the designer map out a design that was messaging-informed.

    Rockabye Hub continues to be a thriving business - with a more efficient approach to its bookable online services.

  • “Working with Zoe was a pleasure from start to finish. The whole process was seamless and easy and nothing was too much trouble. I was having challenges with working on the copy and making edits (not that there were many), and she was more than happy to jump on a zoom call to make things easier. I have just received the second version and it's absolutely perfect. I couldn't work out how she would capture what I wanted on my services page and she did it so well. I'm so happy - thank you so much, Zoe!”

A sample of the words I wrote

“You go into an appointment. You have your baby's tongue tie snipped. You may even pay for it privately. Off you go. You leave. You still have problems. It's no good.

“Actually, it can be pretty devastating for your baby - and for you and your mental health. This is why my approach prioritises your baby's overall wellbeing - which sometimes means not dividing a tongue tie or delaying a tongue tie release.”

“I know how hard it can be - I've lived it and been there. When your baby has reflux, colic, feeding challenges, doesn't sleep well or anything that unsettles them, you can feel absolutely desperate - and you want a solution fast. But trust me, rushing in and dividing the tongue without doing a thorough assessment and exploring oral function exercises, and other support can cause you more problems in the long term. I am here to guide you, support you - and ultimately, help your baby to be happy, content and thriving - which is the best way to support your maternal mental health too.”

Want to read more? Head over to Rockabye Hub’s services page to see my words live ‘n’ kickin’.

Explore more projects in the baby health & wellbeing industry

I’ve created copy and content for independent midwives, baby sleep consultants, paediatric dietitians, lactation consultants and more.

Have a nosy at my portfolio.

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