Helping couples achieve their dream of starting a family.
Design / Social / SEO
Shady Grove Fertility is the largest specialist fertility clinic in the US. Strawberrysoup was appointed to create a UK site that would support their International Egg Donation programme and provide digital marketing strategy and support.
1 in 6 UK couples struggle to conceive naturally. Shady Grove runs an amazing programme that focusses specifically on providing egg donation treatment that as has a fantastic success rate and has already seen over 500 babies being born to UK patients.
Clear, clarified communication
Strawberrysoup were tasked with creating a UK-targeted site to focus on the International Egg Donation Programme and highlight the key benefits to receiving egg donation treatment abroad.
As part of our discovery process, we had to work closely with the team in the US to elaborate on the requirements, getting a thorough understanding of its value proposition, unique benefits and position within the competitive landscape. This allowed us to distill the key content requirements that would support the objectives for the new site.
With such a sensitive subject matter, it was important that the new site should communicate Shady Grove’s offering quickly and effectively, immediately helping to answer frequently asked questions, allay any concerns – all the while being easy and stress-free to use and engage with.
Guiding a users journey
The target audience for Shady Grove are on an emotional journey and exploring the egg donation can be a very challenging decision.
With this in mind, we strived to design the site to play an integral role in hand-holding and guiding users through the process of their potential treatment. We implemented an intuitive navigation with clean, simple transitions throughout the site. This in tandem with making key information easily accessible helps to build trust and confidence with users, allowing them to feel well-informed and unpressured on the path to conversion.
A word from
Morgan / Creative Director
“We embraced the user experience challenge to take a complicated and delicate subject matter and present it in the most simple, reassuring way possible – hand-holding prospective customers through the site and minimising friction.”
We created a fully responsive site that adhered to the new brand guidelines and complimented the US website in an appropriate way by maintaining a specific focus and minimising duplicate content.
We gave prominence to the key benefits of having donor egg treatment with Shady Grove, in particular, drawing attention to the detailed donor database, simple and supportive treatment process, the compelling success rates and ease of travel to the US – whilst making information on financing options clear and easy to understand.
Social media strategy
Creating a calendar of content requirements appropriate for a UK audience, we are tasked with projecting clear brand values and remaining topical. Competitor and industry research is needed while keeping a human and compassionate edge due to the sensitive nature of Shady Grove Fertility’s offering.
Our ongoing site improvements and search engine optimisation of the site has yielded:
INCREASE IN CONVERSIONS THROUGH ONGOING OPTIMISATION YEAR ON YEAR
INCREASE IN NON-BRANDED ORGANIC SEARCH TRAFFIC YEAR ON YEAR