TrustedCare is a nationwide platform that helps parents find daycare centers and childcare providers near them. TrustedCare also offers daycare management software (SaaS) for providers.
As part of my work for Liaison, Inc., TrustedCare’s parent company, I handled the content strategy, copywriting, and content management for the platform from its initial launch onward.
Goals
Build the brand into a trusted authority in the childcare space, increase customer conversion rates, and increase childcare provider sign-ups for the company’s daycare management software (SaaS).
Challenges
TrustedCare has two distinct customer bases (parents and childcare providers), and our conversion goals for the two differed, requiring different content strategies and unique copy approaches.
My tasks
- Develop and successfully execute a comprehensive, multi-pronged content strategy targeting TrustedCare’s two different audiences.
- Plan and manage the content roadmap, editorial calendar, and workflow.
- Manage a team of writers and editors.
- Write website articles, thought leadership pieces, email campaigns, and other copy, and edit content written by other writers.
- Ensure our content was optimized for SEO and GEO/AEO.
- Analyze performance data, industry trends, audience insights, and the competitive landscape to continuously optimize the content strategy and refine the messaging.
Outcomes
- Organic traffic reached 50,000+ visitors per month in the first year, with no paid ads.
- Over 3,000 childcare providers joined the platform in the first year, with more new providers joining at an increasing rate.
- Thousands of families use the platform each month to find reputable, vetted childcare providers.
Copywriting samples
I wrote 40 articles and blog posts for TrustedCare and reviewed more than 200 articles written by other writers on the team. The articles below represent a small sample of that content. Each article required in-depth research, SEO and GEO/AEO, and extensive cost data gathering.
“How to Make Your Daycare More Profitable: Smart Strategies to Boost Revenue”
An educational article targeting childcare business owners, written to build TrustedCare’s authority with its provider audience and support sign-ups for the company’s daycare management software.
I researched, strategized, and wrote this piece end to end, with SEO and GEO/AEO optimization throughout.
(Click to view the full article: “How to Make Your Daycare More Profitable: Smart Strategies to Boost Revenue”)
“How to Stop Losing Money to No-Shows and Late Pickups: A Daycare Owner’s Guide”
An article targeting daycare owners, written to address a common operational pain point while naturally positioning TrustedCare’s billing and attendance tools as the solution.
I researched, strategized, and wrote this piece, optimizing for SEO and GEO/AEO.
(Click to view the full article: “How to Stop Losing Money to No-Shows and Late Pickups: A Daycare Owner’s Guide”)
“What is the Average Cost of Daycare in Massachusetts?”
A data-driven article targeting parents searching for childcare. This piece required extensive cost data research and synthesis across sources to produce accurate, regionally specific figures.
I wrote several articles in this series covering daycare costs in other states in the U.S., each requiring the same depth of data gathering and SEO and GEO/AEO.
(Click to view the full article: “What is the Average Cost of Daycare in Massachusetts?”)
“How to Start a Daycare in Illinois”
An in-depth guide targeting prospective childcare providers, covering licensing, regulations, and business setup. This piece required translating complex, compliance-heavy information into clear, practical content for a non-expert audience.
Targeting prospective providers at this stage was also a strategic play. By reaching this audience early, before they’d launched their business or chosen tools, TrustedCare could establish brand awareness and stay top of mind when they were ready to select a daycare management platform.
(Click to view the full article: “How to Start a Daycare in Illinois”)
Additional samples:
“Daycare and Childcare Marketing Strategies: How to Attract and Retain Families”
“Daycare Age Ranges: A Complete Guide for Parents”
“How Much Does Newborn Daycare Cost?”
(Click thumbnail image to view the full article.)