Website Copy
Not to be dramatic, but this project was an absolute dream to work on. As someone who has experienced the nightmare that is being a woman seeking proper medical care, I think that Kinsey is truly an icon, she’s a legend, and she IS the moment.
In this case study I’ll tell you all about Kinsey and her business, Motherland Wellness, her goals for her new and improved website copy, and how I helped her bring her vision for a fresh, vibrant, welcoming site to life.
the client
the brief
Kinsey is the founder of Motherland Wellness– a team of functional healthcare providers offering compassionate, inclusive care for women. While Motherland focused primarily on fertility treatments and doula services in its early days, the practice has since broadened its purpose and now provides a root cause and evidence-based approach to wellness for every season of womanhood.
With a focus on empowering clients to feel seen, heard, and supported, Motherland offers personalized care that goes beyond traditional medicine to address the underlying issues of women’s health struggles.
Motherland Wellness had grown from a one-woman show to a thriving team, but their website copy didn’t really reflect this evolution. Kinsey hired Tori Sprankel (a friend of First Rodeo and a web designer who you should totally hire if you’re searching for one) to help revamp the Motherland brand identity and website. When Kinsey asked for copywriter recs, Tori sent her my way, and we instantly hit it off.
Kinsey felt that the current messaging was unclear and disjointed, and made it difficult for potential clients to fully understand the comprehensive, high-touch care Motherland offered. While their compassionate, inclusive approach resonated with their existing audience, the website copy lacked the cohesion and clarity needed to convey the depth of their services.
She wanted to clearly communicate their unique value and to attract the right audience—those ready to invest in long-term, root-cause healing for hormone health and fertility.
Motherland needed website copy that made the quality of their services clear, without sacrificing the fun, fresh, relatable vibe that sets Kinsey and her team apart.
The Process
To ensure Motherland’s new copy balanced Kinsey and her team’s compassionate, root-cause approach with their fun, feels-like-talking-to-a-friend-voice, I went into full stalker mode and researched every step of Motherland’s digital footprint.
Thankfully, they already had a killer social media presence, so I creeped every post from the past year or so and watched just about every story that was saved to their highlights. Kinsey also gave me access to her very first website as well as the current rendition so I would have a full scope of everything she’s ever wanted her clients to know about the business.
Of course, I also stalked the competition to see what others in the women’s health space are saying to ensure that Motherland has some clear differentiators.
Once the research phase was said and done, I knew I wanted to write copy that struck a balance between expertise and empowerment.
I structured the website to prioritize the following:
Clear, value-driven messaging
The copy needed to emphasize Motherland’s belief in root-cause care, collaborative health journeys, and inclusivity.
Service clarity
Each of Motherland’s services—from the signature 1:1 Navigate + Nourish program to the Dive + Thrive consultation—had to be clearly outlined, so prospective clients could easily understand what each service offered and how it would address their health needs.
patient empowerment
The copy ensured that clients felt seen, heard, and understood by explaining how Motherland goes beyond surface-level treatments to find long-term solutions to complex health issues.
From there, I got to work writing copy that would resonate with anyone who’s waited months to get a doctor’s appointment just to be in and out of the doctor’s office after five minutes with nothing more than frustration and surface level solutions.
Once the first draft was done, Kinsey and I collabed to refine the copy and make sure it aligned with her voice and vision for the brand.
The Final Product
You’ll have to go stalk the site to get the full story, but here are some of my favorite parts.
The Home Page Hero
In her questionnaire, Kinsey wrote that she gets so much of her inspiration for her business from her son, Rylo. She said: “More than anything, I want him to know that women can be, look and tackle anything. and I want him to know that mama helps other women to come home to themselves and throw a middle finger to every f*cked up thing our culture tells us about women's wellness.” While I’m obsessed with everything Kinsey says, I was particularly obsessed with the line about helping women come home to themselves, and I knew that needed to be front and center for her future clients to see.
ideal client qualifiers
Kinsey emphasized her own firsthand experience with feeling ignored or unheard by the traditional approach to women’s health. She knew that so many of her clients have experienced the exact same runaround, endless search for a real solution, and she wanted them to know that the search would end with Motherland.
The Relatability Factor
There is simply nothing worse than the adult task of calling to make a doctors appointment. If the doctor’s website said things like this, though, the task would probably suck a lot less. This was another line that I pulled straight from a convo with Kinsey, and I felt like it made the perfect About page headline.
STALK THE SITE
