I’m no stranger to Zoom (running an online business and all), but my extroverted self reallyyyy misses a good in-person meeting sometimes. Okay, all the time – I just love to chat, which is far from news.
So when Jasmine of Bud to Bloom Play Therapy reached out to me about writing her therapy practice’s new website, it was an IMMEDIATE yes – not only because she’s fantastic and the vibes were instant, but because her office is only 20 minutes from my house.
This was actually the first time I’ve gotten to visit a client’s workspace in person, and you can bet your bottom dollar I showed up with treats and requested a tour of their toy-laden therapy rooms.
Jasmine and her team are truly something special, and it was a delight to capture their mission in their new website copy. (And obviously, it was also a delight to throw down some verrrry specific St. Louis-isms that will make their target audience feel right at home)
The Client
Jasmine Berger founded Bud to Bloom Play Therapy, and has been dedicated ever since to helping children and families navigate challenges with compassion and expertise.
Bud to Bloom helps St. Louis families heal and thrive through play therapy and play-based therapy, engaging and effective approaches to supporting childrenโs emotional wellbeing.
In short: They do some of the hardest, deepest work with the sweetest littles (and the actual coolest team).
The Project
Project Scope: Copywriting + SEO keyword research for 8+ website pages
Website Design: Praxis Design Studio
Jasmine and her team truly believe that, with the right support, every child can bloom. They’re here to provide that support for children aged 0-18 in the greater St. Louis area who are struggling with big behaviors, trauma, complex diagnoses, or complicated family dynamics.
It’s common for medical and mental health professionals to write their website copy at a very high reading level with a lot of technical jargon – which can quickly contribute to readers’ overwhelm at an already elevated time.
With a target audience who’s reaching out at the height of their overwhelm, I knew I wanted to share about Bud to Bloom in compassionate and simple way, clarifying the brand voice to retain its polish while making it clear and understandable.
The other main goal of the project? To better communicate Bud to Bloom’s offers.
Bud to Bloom offers:
- Play therapy for multiple age groups (with their own services pages)
- Continuing education and workshops for play therapists
- Community play time
- Therapeutic evaluations
When your audience arrives to your website, it should be immediately clear that they’re in the right place, and they should be able to find what they’re looking for (whether or not they knew it) quickly. Not only was I writing the pages for each of these offers, but needed to include them throughout the whole website in a way that was easy to navigate.
The End Result
The new Bud to Bloom website was designed by Megan of Praxis Design Studio, and is the perfect bright and bubbly balance to the direct-yet-compassionate website copy.
Since launching their new website & SEO-focused copy, Bud To Bloom has seen a significant increase in website traffic – and is ranking on page 1 of Google for several of their most-coveted keywords!
They’ve also had an increase in inquiries since launching, which is exactly what conversational, keyword-rich website copy is supposed to do: get more people to your website, and increase your conversion rates by getting those people to book, buy, or inquire.
^ This is, hands down, my favorite heading on the entire website. In one sentence, it starts to undo any past damage or hurt caused by past providers invalidating a diagnosis or experience, and shifts the focus to the validating care provided by Bud to Bloom.
One of the biggest challenges that Jasmine’s team faced was clearly explaining play therapy in a way that makes sense to someone who’s never experienced it.
My focus is always on the benefit of the work and the transformation it provides – so we aimed to blend all of this together into enough info to explain play therapy while highlighting why it’s the right move for families.
The Review
“Working with Amy was amazing! We needed new website copy to help our ideal clients find us, and Amy made the process fun. She provided so much valuable insight and explained everything we needed to know every step of the way, and captured our voice and mission so beautifully in the copy she wrote for us. It’s playful, compassionate, and everything we embody.” – Jasmine Berger
You can visit the Bud to Bloom Play Therapy website at www.budtobloomplaytherapy.com.
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