Digital Marketing Services for Pregnancy Centers & Pro-Life Organizations | Reach Her with Your Website & Save Lives

Client Facing Digital Marketing for Pregnancy Centers

This article is for pregnancy clinic directors and marketing teams to provide insight on client-facing marketing tactics that are often included in a marketing strategy to intercept abortion-vulnerable clients from the path leading to an abortion clinic.

This article is going to focus on the most crucial primary audience: the abortion-vulnerable, the abortion-minded, and those who are at risk of choosing abortion.

Marketing Topics Covered:

Pro-Life Marketing Services
The Appointment Page
How to Reach the Client at Risk of Choosing Abortion
Choosing Photos To Connect with Abortion Vulnerable Clients
Marketing Landmines
Types of Digital Marketing Services
Pro-Life Marketing Budget Considerations
Ideas for A Pregnancy Clinic Client-Facing Website
An Expert Strategy to Accomplish Your Mission
How to Serve Your Target Audience
Types of Website Audits
How to Discover a Solution for a Common Website Problem
Custom Marketing vs. Templates
The Voice of Your Pregnancy Center Brand Online
Testimonials and Stories
A Donation Page on Your Client Website
We Can Build You A Custom Landing Page
SEO
Keyword Research
On-Page SEO vs. Off-Page SEO
Google, Google, Google
Digital Images Intro
Related Questions

This article is quite long. If you would prefer to discuss ideas with the author instead of reading 8,900 words, then contact Jacob here.

Pro-Life Marketing Services

Full-Service vs. In-House vs. Hybrid

Every pregnancy clinic has a unique set of talented people on their team. Some PHC teams may include designers, videographers, and scriptwriters. While other pregnancy clinics don’t have someone with these life experiences/skills on their heroic team of staff and volunteers.

And so, based on who’s on your pregnancy clinic team and your specific goals and mission, this will determine who and what mixture of in-house and external help from a vendor is needed to accomplish your mission.

In most cases, you will have a hybrid of external help and in-house collaboration on these marketing projects. I estimate that 90% of pregnancy clinics will have a hybrid situation. The reason why is that if we have three options: in-house, external, or something in between, and our goal is to save as many lives as possible, it would make sense for us to have a desire to bring in in-house people who are talented in this area – into the team – to do this work at a high level, at the level of a part-time/full-time employees, and likewise, with our goal of saving as many lives as possible, it also makes sense to leverage experts, groups, and people who have focused on this work for decades.

For me and my team, it’s been 25 years of focus in this area, making many mistakes and having many success stories, allowing me to provide insight and direction to those around me and working with me. So I would like to encourage you to think of the hybrid model of in-house and external as being normal and desired, based on the concept that we want to save as many lives as possible – pulling from the expertise of people who have been working on this for a long time as well as pulling in team members who have an ample amount of time to pour into this work.

Working with highly experienced and highly available team members, we can expect great things – together.

The Appointment Page

This article is going to include only some aspects of marketing. This is a partial guide or training on how to do everything.

If you went to Care Net’s conference and if you went to Heartbeat International’s conference and if you went to Alliance for Life in Missouri’s conference, and if you went to NIFLA summit, and other PHC training opportunities, you’re still going to find that you’re on a learning curve – a pathway towards finding success, towards finding ways to improve. And that’s OK.

There’s one thing that I want to highlight as being very important: the appointment page on your website. It is essential.

As a side note (and trust, this is sad and hard to say), but as a side note, some websites still don’t have an appointment page (Really!? – Really.)

Many PHC sites say “schedule an appointment” on the homepage, and it goes to a contact page. The URL says contact. The page has a contact form, a phone number, and an address, and it’s not an appointment page. If this is your website, contact me, Jacob Barr, and let’s address this immediately. This is a significant upgrade – a critical update to make directly (and a sign that your website is probably missing several other vital pieces…).

Now, if your website does have an appointment page, that’s excellent. Let’s evaluate this appointment page for what it says, what content comes before the appointment section, and what content comes after and after someone completes an appointment interest request form (the post-submission thank you message displayed after a form is completed).

One of the things that I like to do when looking at a web page is a content audit, and the appointment page is no exception. I like to break up a page into small chunks and small blobs of content, asking questions about each chunk of content, such as which audience this is for. How will my primary target audience respond to this? Is this answering a need that my target audience may have? Is the word choice appropriate for my target audience?

A content audit is critical; the appointment page is no exception. This page is literally the middle of the funnel. Suppose we do all of this work to get someone into the funnel. In that case, we work hard to convert them into a call-to-action step, which often includes going to the appointment page; this appointment page needs to continue the funnel progression of helping them schedule the appointment as best as possible.

The funnel continues with the interactions and communications someone will receive leading up to their appointment.

Then, the communication opportunities continue further when someone shows up for their appointment. All that to say, the appointment page is a crucial stage of this funnel. We need to evaluate, polish, re-polish, re-evaluate, and continue assessing and polishing this page because it is essential.

If you were to polish 10 pages on your site in the next 30 days, the appointment page should be included. If you polish 25 pages over the next three months, you may want to polish the appointment page more than once. It is that essential.

The imagery needs to match the messaging, the messaging needs to match the mission, and the mission needs to be for someone who fits our audience description – to complete the appointment form.

Many groups use eKyros, WayCool, or offline appointment scheduling forms on an appointment scheduling page.

If you’re using eKyros, the most common platform for client scheduling, having the embedded eKyros client scheduling form is critical for a page like this to put the data into your system. Reducing double entry data entry work so you can follow up on that appointment set on a particular day – at a specific time – for a certain service.

The same is true for WayCool, the second most common appointment scheduling software back-end tool I see. And again, I would say, “Use the embed option.” and put it on your appointment page.

If you’re using Next Level – for some reason, their client scheduling form has never been released. It was supposed to be released in 2021, then it wasn’t released, and then it wasn’t released in 2022. I don’t know when they’re going to release it. I hope soon. Maybe here in 2024, we’ll see it released. But if you’re using Next Level, you can still have an offline appointment form.

With an offline appointment interest form, we can still ask which day the client would like to come in – morning, midday, or afternoon, based on your hours of operation. We can still create a form that will reflect a client scheduling form that’s more like an interest form than a ‘scheduling of an exact appointment kind of form.’

There are also other tools for actually scheduling an appointment. Still, they must be integrated into your client scheduling to let someone schedule an exact appointment.

All that to say, I would suggest using eKyros or WayCool as the best options at this point. Next Level is really close to being a recommendation as well. Still, I’d like to see their appointment scheduling form become a true offering more so than a road map milestone down the road.

How to Reach the Client at Risk of Choosing Abortion

To reach the client who is shopping for an abortion, we need to reach her before she shops for an abortion based on indicators that she would be at risk of getting pregnant and be at risk of choosing abortion.

We can also reach her when she searches keywords like “Am I pregnant?” -or when she is shopping for information about ‘How soon can I take a pregnancy test?’ and during these stages of her journey.

We also can reach her when she starts to search for abortion pills and abortion clinics in her area.

We can reach her at different stages, and I would say the most important place for us to be is where she is looking, where she is looking for answers, and that would be Google.

It’s also essential for us to be in other places where she is, where she is looking, and where she may get referrals – such as from friends and professionals.

Because Google is the number one way people will find a pregnancy clinic, word of mouth is a strong #2 source for clients.

Being connected and having friends and supportive people in your community who know who you are, what you do, and who it’s for is vital so we can be the object of word-of-mouth referrals.

And so all that to say, you need to be on Google and need your community to be aware of who you are and what you do.

There are other places where we could advertise and connect with her, such as geofencing the abortion clinic campus, geofencing colleges, geofencing high schools, etc. – even the mall.

Perhaps we also could work on outdoor advertising, YouTube ads, Spotify, Instagram, etc.

Awareness building is a long game, and we’re competing against big budgets for people – to be aware and think of us significantly.

It’s tough when someone doesn’t need us, yet we’re trying to say, ‘Hey, we’re here, and we’re here to help.’ Meanwhile, they’re busy with their lives. If they don’t currently need unplanned pregnancy support, it could be pretty hard for us to gain market share in someone’s mental space – when they don’t have a need, desire, or reason to connect.

However, it’s still worth trying. It’s still worth doing; it’s not the most accessible road.

But when someone needs our help, when someone is passionate or mission-minded to come alongside us, there are a lot of connecting points for us to take advantage of and for us to lean on to give content that will resonate with someone’s thought process. I feel like I might have rambled there a bit because this is not the most straightforward topic to cover, and it’s essential, so I’m constantly thinking, how can I do this better?

All that to say, if we’re going to try a marketing vehicle, let’s measure it, let’s evaluate it, let’s turn it into a test, and then repeat that process with other marketing vehicles, and let’s use strategic ideas and concepts to pick out which one to try next and then figure out how can we measure the results.

Was that worth our time, energy, and money? Let’s find ways to do it – as low a cost as possible – so that we have a larger budget to do more projects in the future. Let’s work and do our best.

“God, I pray for those who are trying to reach abortion-vulnerable women. I pray that you will help us be wise, help us understand our tools, and help us do it well. Lord, I pray for protection from the enemy. I pray for protection from the attacks. I pray that we are equipped with the armor of God to stay on target, to be on this battlefield, and to engage the enemy in spiritual warfare. And I pray all of this in your name, Jesus Amen.”

Choosing Photos To Connect with Abortion Vulnerable Clients

So, when it comes to reaching the abortion-minded client, there are several things to keep in mind.

First of all, this client is shopping for an abortion. This young woman is not shopping for prenatal services. This is critical when it comes to photo selection work. We’re not looking to include photos of pregnant bellies unless we’re only looking to communicate and draw in prenatal clients.

We need photos to represent who the client is – how she thinks and where she’s looking to go – while also taking into consideration the fact that we have services that are free, confidential, and that align with where she wants to go – while also achieving a joint objective, which is to talk to this young woman and provide critical, time-sensitive information that will help her make a healthy decision that she will look back on in 20 years and appreciate that insight and care that was provided.

And so we don’t want to derail this conversation early by showing imagery that will deter her from talking with us.

We want the photos to represent the demographics of the area. If we have a certain percentage of women in the county with a particular skin tone, then the demographics on the website should match. We should have roughly the same skin tone represented by the same percentage. We also need the photos to represent the clothing that would be likely used in that geographic space – with that target demographic, in that county – in the zip codes – that we’re looking to target.

Using background considerations that match the area. There’s a big difference between a rural area, a mountainous area, and a city landscape. We need the photos to represent the appropriate area with skin tones and clothing so that the website feels connected to the audience we’re trying to reach.

When it comes to the facial expressions that a client may have (or a model client) in one of our photos when picking out photos or taking photos, I would recommend on a scale of 1 to 10 – when it comes to, let’s say one – one is very devastatingly sad and 10 is cheerleader happy, I think we need to be on the hopeful side like a six, and then also in a positive and encouraging side with a 6 and 7. But we don’t need to echo the despair the client is authentically feeling with a three on that scale. And so I would recommend having photos that represent where someone wants to be while being realistic with that consideration of it being only two notches higher than where she really is, more so than it being out of reach with five notches higher.

And so I like to use the words pensive, thoughtful, and hopeful. I also want to bring in imagery that will console the person in the photo, which will then relax the person who looked at the picture. Putting herself in those shoes – with a warm cup of coffee that will bring warmth to the situation. A cozy blanket with really soft, comfy edges will comfort the person looking at that photo because it brings comfort to the model.

Furthermore, embodying a sense of reassurance through body language—as if a young woman in the photograph gently holds her own hand—serves as a non-verbal gesture of self-comfort, suggesting that everything will be alright. Through carefully selecting objects and body language, we can communicate a message of comfort and warmth, even in moments of challenge or complex decision-making. Choosing positive photographs offers a beacon of hope, a bridge from the present difficulties to a place of desired comfort and belief in the possibility of reaching that better state.

Marketing Landmines

Pregnant Mother Photos and an Unborn Baby Language

In the marketing world, there are terms that we use, such as marketing landmines. We try to soften the imagery in the pregnancy clinic world because things are already bloody enough. We’ll use the phrase put-offs, roadblocks, and a high bounce rate.

Suppose we have imagery that drives our target audience back to Google and lose the opportunity to save a life and connect with that client. In that case, that is a marketing landmine, a put-off, a roadblock, and an undesired high bounce rate with Google.

All of these statements represent a severe issue with content that needs to be addressed. So, pictures of a pregnant belly may do wonders for someone shopping for prenatal services. And at the same time, it will be the absolute opposite of what an abortion-minded client is shopping for.

Suppose someone is shopping for something, and you offer them the opposite. Do you think they will stick around to understand the reasons, benefits, and messages that you might have to promote – for what they’re not shopping for? Really? Or do you think they may go to Google and try again because you did not include what they were looking for but instead included the opposite?

If you search on Google for a pizza restaurant near you and instead, you get a result that says, ‘Salad and Go.’ It does not offer pizzas – but rather, the Salad and Go website has information about how salads are healthier and how they will lower your blood pressure…

That will result in a marketing landmine, a put-off, a roadblock, and a high bounce rate with Google because when someone is shopping for a pizza, they’re not shopping to be persuaded to get a salad.

The same thing is true when it comes to abortion. When someone is shopping for an abortion clinic or an abortion pill, they’re not shopping for prenatal.

Abortion-minded women are not shopping for prenatal services. Abortion-minded women are not shopping for someone to push prenatal ideals.

By definition, they’re shopping for the thing that they’re shopping for. And so we need to meet the person shopping where she is. We need to reach her on her current journey, on the current step, where she’s at, and build trust and rapport to the point where we can be persuasive and helpful by providing her insight and information that will help her make a decision that will take her entire life and family – her family’s consideration into this decision. Helping her slow down, helping her step back, helping her see the information she has in front of her, helping her breathe, helping her regain logic.

And we won’t get the chance to help her if we repel her back to Google to try again.

Imagery is a very quick way to quickly communicate a great deal of information. And so if we have a picture of a pregnant belly, baby’s feet, baby’s bottle, Christianese, then we will communicate a great deal through those photos that we would probably not choose or opt to say through text.

And that’s why I’m writing this so you will understand that we need to understand what each image says. We need to understand the messages that an image will convey. We need to understand how an image will impact the visitor’s understanding of our intention, offer, and the message we’re trying to deliver through text, imagery, design, etc.

Types of Digital Marketing Services

So there are a lot of different types of marketing services that you could consider. Text ads on Google, videos on YouTube, preroll videos on YouTube, Blog articles on your website, having a website for different audiences, style guides, branding guides for your logo, messaging guides for your text and word choice, when it comes to words you want to use and words you don’t want to use.

Banner ads. Geofencing – to have an ad show up when someone’s in a specific area, like the parking lot of a Planned Parenthood. Digital apps for Android or iPhone. We can consider many things, such as Instagram, Facebook, Twitter, LinkedIn, dating apps, dating sites, backlinks, and SEO.

There are a lot of different types of digital marketing services. I suggest we cut through a lot of the clutter and different options by focusing on where your target audience will be reached by a marketing service.

First and foremost, Google is significant. Having content show up on a Google search result in the organic section. Having an ad show up in the pay-per-click section of Google. Having positive reviews in the local map section of Google and having your address, phone number, and website link in a Google My Business-based local map result on Google are all very important.

Also, having content and preroll on YouTube is very important.

That’s important because these places on Google Search specifically are built for a reactionary response. So when someone searches for a question or a need, the item that shows up demonstrates a way of solving that problem or answering that question, which is critical for reaching someone at the right time.

Regarding social media like Facebook, Instagram, YouTube, LinkedIn, Twitter, or X places like that, the strategy is shifting more towards branding and awareness and less towards an immediate answer – to someone’s immediate need or question. So, based on the intent of how someone uses a platform, that will adjust how we advertise or have content on that platform.

To discuss this more, please contact me, Jacob Barr, and let’s talk about specific scenarios with specific questions to tailor a plan based on the variables your organization holds and market trends. We’ll figure out where to go from there.

Pro-Life Marketing Budget Considerations

According to Care Net, a small pregnancy clinic should shoot for the goal of having a budget of 10% of its annual revenue for marketing, and a large clinic may have a budget of 20% for marketing.

I would like to suggest for all clinics, based on these helpful numbers, that your marketing budget should be between 10 and 20% of your annual revenue.

Suppose your annual revenue was one million dollars last year. In that case, your annual marketing budget should be between 100,000 and 200,000 – between ten and twenty percent. Suppose your annual revenue for last year was only ten thousand dollars. In that case, your marketing budget this year should be between 1,000 and 2,000 – probably closer to 1,000.

What is your marketing budget in comparison to your annual revenue? I’ve talked to many clinics whose marketing budgets were under 1%, and some were above 1%. I’ve even spoken to some clinics that had a budget of 20% applied to marketing.

I’ve seen numbers all over the place that range from 0% to 20%. And if you’re not sure where you should be, obviously, the board needs to make many decisions and have a lot of conversations. But if you were to ask me, I would say somewhere between 10% and 20%, and if you’re currently only at one point, 1%, I would suggest that you make a plan to get to 10%.

Ideas for A Pregnancy Clinic Client-Facing Website

First, we want to use a short slogan, ‘like a seven-word or less statement,’ to help someone know they’re at the right place based on their situation and what they’re looking for.

If you went to Netflix, it would say, ‘Watch movies anywhere, cancel anytime.’ If you go to a pregnancy clinic website, it might say something like ‘Support for unplanned pregnancy. Breathe. Talk to us.‘

So we want to say what we do and who it’s for. We want to encourage the abortion-vulnerable client to regain logic, slow down, and get more information to make a decision they will appreciate in weeks, months, years, and decades.

Other considerations for a client-facing website are the calls to action, such as scheduling an appointment, the phone number, text us for more information, a twenty-four-seven nurse chat, and the hours of operation next to the address – so someone can walk in during office hours if walk-ins are welcomed and having that statement walk-ins welcomed next to the hours of operation and address if that’s the case. And if it’s not the case, put the statement of appointments preferred or appointments required to promote appointments only – if that’s the case.

A client-facing website is going to need traffic. To get traffic to your client-facing website, you will need content that Google deems as high quality and that will index and serve up as a search result on a search query that will help you get traffic from people aligned with who you want to reach.

And so if you’re trying to reach someone who has the intent of having an abortion, we need to have content that will match that incentive/posture and in a way that Google will connect us to the appropriate phrases based on that intent.

You don’t have to make all this content by yourself because you don’t live on an island. iRapture.com has been creating content like this for a long time. We’ve had a team of 10 people working on writing articles, crafting these pieces, and measuring the data. We have a collection of home-run-hitting pieces that are high quality and excellent.

They are proven to have traffic based on their use cases. We’ve extensively researched how to write these articles and have continuously tested and improved as a whole in crafting content.

All that to say is talk to us. Let’s work together. Let’s share information. Let’s figure out what needs to happen next. Let’s get to work to get traffic to your website and ensure that your website has the right pieces to convert that traffic into appointments and that your team is set up to convert those appointments into lives saved.

An Expert Strategy to Accomplish Your Mission

The learning curve to working with a pregnancy clinic to reach the right audience at the right time, with the right message, and to do this consistently and in volume requires seasoned professionals to skip a significant portion of the learning curve involved in this kind of work.

My name is Jacob Barr. I’m writing this article right now, and I’ve been working in this space with pregnancy clinics for 25 years. What’s interesting about that, is when I started, I made a lot of mistakes – I made big mistakes – I made lots and lots of mistakes because this was a new venture, this was a new space, this was a new area of work and we didn’t have a wealth of knowledge in the pregnancy clinic marketing space for working with pregnancy clinics in my early years.

Instead, we were pioneers, trying things out and realizing our mistakes as we worked through them and discovered pearls of wisdom. For example, one of the first websites I built included Christian note cards on the client-facing website. We had the plan of Salvation in the King James version on that website. We had content for clients and donors side by side.

However, here we are – 25 years later – and some of these problems are still occurring, which is really sad because there is a wealth of knowledge and information. There are marketing companies with fantastic insight, such as my own, that have spent countless hours working on polishing and re-polishing and making things better, trying ideas and then trying to make them better by doing them again – a different way and continuously trying to improve. Meanwhile, there are still websites that make these ancient mistakes. Some websites still have client and donor content side by side.

There’s no reason to make these old mistakes anymore. There’s been a wealth of workshops offered by Carenet, Heartbeat, International Alliance for Life Missouri, and International Life Services that speak to these exact scenarios. I can say that confidently because I have given workshops on this topic in all of these places. I have given talks on this precise topic at all four annual educational events – many times at some.

So I would like to encourage you to use an expert such as my team at iRapture.com to avoid common mistakes, to identify errors that are currently in place and have them corrected, and to skip several hurdles that are found in the learning curve – that may or may not even have been identified as a hurdle by your current team. All that to say – hire us, work with us, and take advantage of the fact that we’ve been doing this for over 24 years.

How to Serve Your Target Audience

When you’re called by God to serve women at risk of choosing abortion, it’s essential to make sure that we get the opportunity to serve those who need us – those who are looking for help, those who don’t understand what’s really going on inside of their bodies, for those who are vulnerable, for those who are being taken advantage of.

And so, to serve this target audience, we need to understand who they are, where they’re at, where they’re coming from, where they’re currently headed, and what they need to make a better decision – what they need to choose life – what they need to regain logic – what they need to understand the depths of what these decisions hold, to understand the reality of how these decisions will impact their life, their family, their future, and future generations.

To bring this gravity, we need to connect with the client so she will hear us, not shut us off, but continue listening – to the critical information. We need to deliver this information in a way that it will be absorbed, understood, and found helpful. We need to provide this information in a way that our target audience will comprehend and stay on the same page long enough to understand what we’re trying to say.

Our goal is to be helpful and full of integrity, providing the care and love that Jesus did for the woman at the well. And so we need to be intentional. We need to be thoughtful. We need to be filled with grace, offering and reflecting the love of Jesus so that someone will be found -healed from the hardships of life and sin.

Let’s serve our target audience with how Jesus has served us, reflecting Jesus so that our target audience experiences the healing of Jesus.

Types of Website Audits

Website audits. The word ‘audit’ is often connected with dry, negative, and dull things. But I have to tell you, I really like website audits.

I’m not a fan of accounting. I’m not a fan of taxes or financial audits. Oh, but I do like a website audit, mostly because it allows more people to get served, it allows more people to find help, and it will help us reach our mission more often and more thoroughly, so there are several different types of website audits.

First of all, there’s a content audit. Is our content out of date? Is our content accurate? What is it saying to our target audience? Who is it written for? We could ask several good questions about content, and that’s primarily what a content audit is – asking those same questions about each section, block, and blob of content.

Another audit would be a marketing audit. A marketing audit will comb through a website, looking at the design, imagery, colors, styling, and compatibility with different devices.

How does this website look on a smartphone? What does it look like on a laptop? How’s it looking on a tablet? A marketing audit looks at the design of a website and its functionality.

There’s also a legal audit. I would recommend going through NIFLA for your legal audit. If you’re a NIFLA member, it’s part of the service offered to members at no additional charge. And so, I would suggest you contact NIFLA and ask them to start a legal audit..

I really think audits for a client-facing website are essential and helpful. But before you can do an audit, you need to have some content – you need to have something to look at when it comes to design and have something to weigh regarding legal concerns. So, the first step is to create your website with content and pieces, and the next step is to evaluate what’s missing and what needs to change.

How to Discover a Solution for a Common Website Problem

Wouldn’t it be nice to avoid your current problems instead of finding a solution for them? Wouldn’t it be nice to have someone on your team who’s got 25 times more experience or 300 times more experience – who could help you not only fix the problems you faced but avoid them altogether?

Boy, that sure would be nice. I wish someone knew 300 times more than I did and could help me avoid problems so that I didn’t have to go through finding answers to problems so many times. But at least for you, when it comes to someone with a single clinic, there is someone with 300 times more experience and 25 years of solving problems and avoiding problems. So please contact us at iRapture.com – contact me – Jacob Barr; I would love to help you prevent issues and go beyond just solving them.

Custom Marketing vs. Templates

So, for over 10 years, my team built custom websites. Every time we made the design from scratch, we would rethink all the different parts involved and create a wealth of designs because every project was unique.

But then, over the last 15 years, we have leveraged templates because they’re cheaper, faster, and have a greater level of manageability and compatibility through updates than a custom solution.

So, in 2024, I would suggest having a design built on a refined and polished template and then customizing it based on colors, content, and unique ideas. However, use the structure and base of an existing layout to save time and money and have greater functionality and stability for your website.

A custom website is more expensive to build, maintain, update, and modify to shift based on new needs, goals, and content pieces.

A template-driven site is built to be modified. It’s built to be maintained, and you get to take advantage of a community working together to provide maintenance, stability, and ideas for that- a collection of pieces that make up that template-based design. When your brand requires unique template pieces, that’s an exception to this rule. Still, most organizations don’t have that requirement or need, so a template is usually the best way to recycle work to save money and reach your mission at a lower cost point than a custom-built website.

The Voice of Your Pregnancy Center Brand Online

Everyone has a voice. When you think of your grandmother, there are certain things that she would say – that she would do – that communicated to you in a certain way.

When you think of your neighbor, certain things will be unique to how that person communicates or doesn’t communicate and what they sound like.

The same is true for your brand, for your pregnancy center brand. The way you talk, how you speak, what you decide to chat on, and what you choose not to talk about. When it comes to the different audiences that your brand is trying to connect with, the way you sound and the words you use will make up the voice that your pregnancy center has. When it comes to reaching the abortion-vulnerable client, we need to take into consideration our voice – our brand.

Your voice is on Google ads, videos, and your client-facing website. These are places where your voice can be crafted to be helpful, to build trust, and to convey the desired message for us to increase the number of people who take us up on it, take that action, contact us, and schedule the appointment. And so that voice is a critical part of the recipe for how we reach your mission and save lives.

Testimonials and Stories

Testimonies and stories are powerful tools for communicating who you are, how you have helped people in the past, and asking for the person who is thinking about working with you – to find trust in you as a service provider, as a friend, and as a place of hope – as a beacon of solutions.

Testimonies and stories are a way to pull on someone’s emotions with the result of someone building rapport and trust based on what you’ve done in the past, based on the words that a previous client says, testifying to their positive experience. These stories and testimonies need to be found authentic for someone to have this experience, and they also need to be found helpful and cheerful, describing your services in a way that makes them desirable.

So, I would encourage you to not just have testimonials and stories but to share them, highlight them, and promote them in a way that achieves the goal of building trust. Trust is absolutely critical for us to reach our mission. This is another crucial part of the trust-building recipe – testimonials and stories. Real stories, real testimonials with people with anonymous names and believable facts.

A Donation Page on Your Client Website

Having a separate client website from your donor content and donor website is a good tactic. However, having a donation page on your client-facing website can be strategic. There is a strategic purpose and reason for having a donation page on your client-facing website. Adding something to your client-facing website needs to be built with your target audience in mind. A donation page is no exception.

In fact, a donation page on a client website can be drastically different than a donation page on a donor-facing website. The purpose is also different. The purpose of a donation page on a client-facing webpage is to explain why things are free.

So on that donation page on a client-facing website, you might have a prominent message, and that comes first before entering in credit card information, which says something like, ‘Our community loves what we do, and that’s why we’re able to provide it at no charge to you. They donate because they believe in our services and enjoy that we’re doing it to the point where they pay for it. Our community, friends, and neighbors provide the money to cover the cost of these medical services, ultrasounds, and pregnancy tests so that you don’t have to pay a dime for any medical-grade professional services filled with love and care. And that is because our community backs us up 100%. They love what we do and cover the cost of staff and equipment.’ And, of course, you would say that in fewer words. But that’s the message that someone may hear when they see your donation page explaining why things are free and that people love what you do to provide them for free.

A donation page can cut the strings as to why things are free. When you’re using a free service, it usually means that your data and that you are the product. But that donation page can flip that narrative- from the client’s data being the product. A donation page can explain the financial motivation for why things are free.

We Can Build You A Custom Landing Page

Landing pages. A landing page is a page someone goes to after clicking on a link in an ad.

This landing page may have fewer navigation links and a simplified header and footer. Still, it also could be a regular page on your website- in fact, it could be any page.

It can always include a call to action, and it can always include tracking through Google Analytics, Google Tag Manager, and other conversion tracking tools.

A custom landing page can essentially be a page on your website that’s modified based on the goal and mission of that marketing campaign. It does not have to have a reduced header and footer; it can also be the same page built to appear organically on Google.

Many landing pages are built with a minimalistic approach to reduce the number of options someone can take to only the desired action. However, the downside of a page like this is that it would never show up on a Google search result because there’s no content for Google to index and no value for Google to identify. But if we use a high-quality page with high-quality content, it can be used for organic search results. A Google Ads grant that matches organic strategies can also drive traffic to a high-quality page.

All that to say – every page on your website can be customized with content, imagery, video, and design elements. It can be enhanced and improved – when focused on with AB testing and trial and error.

SEO

SEO stands for Search Engine Optimization. Seo is the work of making your website communicate the correct key phrases to Google so that your website connects with the desired phrases when someone Googles them.

For example, suppose your website has a page about pregnancy signs. In that case, the SEO work will appear when someone Googles the phrase pregnancy signs.

SEO work includes changing content, updating title tags, description tags, meta tags, and alt tags, adding internal and external links, on-page and off-page links, and keyword research. Testing your SEO tactics and strategy is quickly done by monitoring and checking how that page appears on Google for the phrase you targeted. SEO also includes getting backlinks, building authority, the user experience, and ultimately getting traffic through organic and pay-per-click grant-based ads.

Keyword Research

Finding out which words to target is based on a few concepts.

First, who your audience is – what you want them to do and how you want to connect with them in certain places. Picking out keywords that will connect with your audience and with the desired intention -meaning that your audience is looking for someone like you with the appropriate posture – with the right outlook – able to take the desired next steps – when you want to be found with this audience.

For example, suppose you’re looking to sell a pizza to someone online. In that case, you want to find people searching to buy a pizza, and you may not want to see people looking to build their own pizza.

When it comes to reaching the abortion-minded, we want to intercept people on the way to an abortion clinic, on the way to a dangerous pathway that will lead them to destruction. So, some phrases will have the appropriate intention, meaning we want to reach people on those phrases. In contrast, other phrases might represent someone researching for a high school paper, which is not part of our mission or at least not our primary mission.

Regarding keyword research, we can identify which main keywords we want to focus on and which sub-keywords are included.

We can also see how much traffic is on each keyword through our research, and we can identify which keywords we’re currently showing up for on Google and where exactly we show up for them on Google. Whether we’re on page one or listing number 84. Keyword research will tell us which phrases we have not targeted yet that we should target. Keyword research will also help us identify how much work needs to be done to go from page 9 to page 1. It will tell us how much work we must do to go from number three on Google to number one.

Mathematically, it’s just a matter of understanding the equation and how to measure each variable involved. And so SEO experts who understand keyword research can do this very clearly. I can communicate to you what needs to be done for a page on your website to go from where it is to where you want it to be. It’s measurable. I’m not saying it’s cheap, I’m not saying it’s easy, and sometimes it is cheap and easy. Still, I can tell you it’s measurable and understandable.

The type of content on the page also will impact which page shows up on Google, and the best way to understand this is to look at the kinds of pages and the types of content that Google’s currently showing on top.

For a phrase, keyword research is a critical part of a marketing strategy to know where to focus, to monitor

On-Page SEO vs. Off-Page SEO

On-page SEO versus off-page SEO. On-page SEO typically includes ensuring we have the right words and then diving into the formatting of the content. Adding in a table of contents, adding anchor tags and links within the page while also including imagery and ensuring that the imagery has alt tags.

Make sure that the page includes a title tag and description tag and that we’re using an H1 that champions the correct phrases and words based on what Google is looking for, and then make sure that the H2s throughout the page that also champion what should be shown in an H2 tag throughout the page.

Then, make sure that we’re using and leveraging H3s and H4s. Include using bold and italics. Ensure that we’re using internal links to other pages on our site that help us build credibility and drive traffic to other pages within our site.

Lastly, also linking to authoritative voices on a topic that will show credibility and authority on specific medical claims, for example.

Off-page SEO is the work of getting links to our website – to our page by getting an article published on another website with a link to this page that we’re working on promoting and including the anchor text as part of that strategy. For example, suppose we’re working on an article about pregnancy signs and symptoms. In that case, we might have a link on another website, and this link may use the anchor text Pregnancy Signs and Symptoms, which could link to our article describing pregnancy signs and symptoms.

Between On Page SEO and Off Page SEO, we can compete with Planned Parenthood and the opposition of abortion clinics to get the traffic that is desperately needed to find hope and healing and to be diverted from the destruction and abuse that the abortion clinics are offering.

Google, Google, Google

Google Analytics, Google Ads, Google Search Console, Google Tag Manager, Google Webmaster Tools, Google Grants

There are a lot of parts to Google. And what’s really important to understand is that Google is more important than word of mouth. Google is more important than Facebook and social media.

Google is where most clients are – who are actively looking for an abortion clinic can be found, with your pregnancy clinic as the answer. Beyond Google as a way to reach your client, Google offers incredible insight regarding how you are doing with your website and presence on Google search results.

Google Analytics is a tool that will allow you to evaluate your website’s traffic. You can see what people do on your website through great analysis and excellent summaries to understand how it is performing.

Google Ads is a way to appear in a Google search result when someone searches for a phrase you want to be found with.

Google Search Console evaluates how your website performs on Google with organic search phrases and your website’s compatibility from the lens of how Google sees it.

Google Tag Manager adds tags to your website to connect it with analytics, Google Ads, Google Search Console, and many other tools without manually adding each tag to your website. You can effectively manage all of those through Google Tag Manager – including conversion tracking setups.

Google Webmaster Tools is another set of tools that Google provides to evaluate how your website is performing, and doing Google grants is a way to get access to certain parts of Google without having to pay cash per click or pay some money for a G-Suite account.

All that to say, there are many parts of Google. iRapture.com is certified as a partner with Google based on how our Google accounts have performed and are performing. We also have a previous Google employee employed full-time on our team. Contact us if you would like to evaluate your connection with Google-related pieces. We are well-equipped to answer any question and provide expert Google analysis of your current marketing work.

Digital Images Intro

JPG, PNG, AI, PSD, PDF, EPS

There’s a variety of website images, PNG, JPEG, JIF, Ai, PSD, PDF, and EPS. The thing about images is that some images are built for photos, some are made for graphics, and some are built so you can edit the image when you want to change it. Some images are built to be any size, while others are made to be small.

If you’re working with someone building your ads or website, ensure they understand which images to use. If you’re unsure how to check their understanding, contact us at iRapture.com. We’ll be glad to evaluate the pictures that you have to make sure that you have the right image types in use – in the right place and that you have images being built as source files so that you can easily make updates to your designs based on new content and new color palettes.