Uncovering opportunities to reach and connect with menopausal women

Become header

30% average MoM increase in keyword rankings

Content represents 50% of top landing pages

108% increase in all customer sales


Content strategy, Digital insights


Menopause, retail

Become needed to reach and connect with their audience, but had a minimal search presence and no dedicated content strategy. As well as building search visibility against relevant phrases, there was a need to develop trust and understanding — to establish Become as knowledgeable and trustworthy on the experience of menopause.

The solution

We analysed the digital content space around menopausal symptoms and products, to investigate opportunities for:

  • How Become could position and differentiate their brand and product through content
  • How Become could create content that added genuine value to the audience and serviced informational “gaps” left by competitors
  • Servicing audience needs and pain points across their entire journey towards purchase
  • Gaining search visibility within a competitive space

We completed our analysis and used our insights to create a 5-month content plan for the Become website, which included guidance on topics, titles, tone, and how to balance the clinical and emotional elements of menopause.

The investigation

Taking web content and search terms as data, our analysis considered:  

  • Informational coverage around menopause symptoms and products
  • Tone and sentiment analysis of competitor content
  • Competitor analysis: key players and opportunities for visibility
  • Audience need and intent progression
  • Inclusion and framing

The outcome

Content informed by our strategy contributed to significant increases in search visibility and assisted conversions. In the five months following strategy delivery:

30% average MoM increase in keyword rankings

Content represents 50% of top landing pages

108% increase in all customer sales

Become case study


"We were one of the first partners to work with The Femedic, at the early stages we could see the potential of the platform and the content plans Monica and team had outlined were both exciting and relevant to our aims. The team are really focused on giving partners full transparency on how investment is spent, and are keen to demonstrate the value of your investment. It’s been good to watch the platform go from strength to strength in such a relatively short time since launch". 

-Paul Ferron, eCommerce and Digital Marketing Manager, Nature’s Best

"Monica brought a whirlwind of energy and an injection of a much needed, common-sense approach to our marketing strategy when she joined our team at Kindred. She has provided critical direction for our business through her innovative and bespoke marketing research methods, and her output of quality work is exceptionally high. Hiring Monica will raise the bar for your entire team as they will need to race to keep up with her million-miles-an-hour thinking, and brilliantly high standards."

-Anna Anderson, Co-Founder & Director, Kindred

"After meeting and discussing our project with several freelancers, Monica really stood out.  She is extremely experienced in her field of SEO marketing, and had a great insight for what a brand should be, how a brand should sound, and how a brand should communicate with its customer base.

It was an absolute pleasure to work with Monica. She is hard working, always committed to deadlines, and really knows what she is doing. A genuine person with a wealth of knowledge and a desire to help you get to where you need to be. Can't wait to continue working with her in the future!"

-Sallar Al-Mulla, Founder, Omami

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