SEO, content strategy and copywriting delivers incredible results for care business, mtime

The mtime business was fast gaining momentum, thanks to a unique social impact business model. Mtime pairs nanny housekeepers – or Moncierges as mtime calls them – with busy families who need household help. The Moncierges cook, clean, do chores and help with childcare and the families claim time back in their day.

Despite the growth of the business, for Chief Operating Officer Rebecca, it was also a time of chaos and conflicting priorities. With a background in marketing, she knew that SEO and content were the missing pieces of the puzzle.

“I had inherited a website that was well overdue for a refresh, a handful of old disjointed blogs and a whole lot of urgency to start generating customer demand,” recalls Rebecca. “As in any startup, resources were lean and I didn’t have the time to give this piece of work the attention it needed.”

So, Rebecca went to market, hoping to find someone who could not only create beautiful content, but also invest in truly understanding the business.

 

 

 

 

 

 

 

 

 

 

 

 

 

Building trust from the very beginning 

 

From the first short meeting Rebecca had with Sara Keli, Founder of Copy, She Wrote, she knew she had found the partner she was looking for.

“I could immediately see that Sara was approaching the work in a strategic way,” explains Rebecca. “She could see the bigger picture and how an SEO content audit was just the first step in a broader project. I was impressed by how she was able to link the SEO and content work to helping us drive real business outcomes.”

After the initial SEO audit, Rebecca confidently gave the content reins to Sara and the Copy, She Wrote team. What followed was a full website restructure, new landing pages and a blog content strategy based around six key pillars.

Results speak for themselves

 

For mtime, the results started to roll in faster than expected, creating a significant increase in top of funnel interest. Organic traffic increased. Pleasingly, so did conversions. So much so that mtime was able to reduce digital advertising spend – including SEM and boosting on socials. The ROI was incredibly positive.

“I distinctly recall how thrilled the founder was with the quality and quantity of work that Sara had produced,” Rebecca shares. “She couldn’t quite believe how quickly Sara had nailed the tone and perfected the message, bringing the content strategy to life.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Results speak for themselves

 

For mtime, the results started to roll in faster than expected, creating a significant increase in top of funnel interest. Organic traffic increased. Pleasingly, so did conversions. So much so that mtime was able to reduce digital advertising spend – including SEM and boosting on socials. The ROI was incredibly positive.

“I distinctly recall how thrilled the founder was with the quality and quantity of work that Sara had produced,” Rebecca shares. “She couldn’t quite believe how quickly Sara had nailed the tone and perfected the message, bringing the content strategy to life.”

 

 

 

 

 

 

 

 

 

 

 

 

 

One project becomes two, two becomes three…

 

The increase in demand created a new challenge for mtime. They had customers lining up to use their service. And to keep up, they needed to shift their focus to recruiting more staff.

“Sara had such an amazing and detailed grasp of our business,” Rebecca explains. “Building out a complimentary content strategy for the recruitment side of our business honestly, was a no brainer. Before we even got to our briefing meeting, Sara had done all of the research, thinking and planning. It was a dream to work together again!”

Sara recalls how easy it was to jump back into the mtime business and build out the content plan to help them amp up their recruitment efforts.

“Working with mtime is always a pleasure,” Sara says. “We’re empowered to do our best work because Rebecca and the team put their full confidence in our ability to deliver. Every piece of work we do builds on the strength of that relationship to produce even better outcomes for the business.”

Adjacent to the SEO copywriting for the recruitment side of the business, Sara also suggested case studies for existing staff to share their story. This would help mtime to stand out against other employers competing for the same talent.

“Some of our staff were not very comfortable having conversations with ‘head office’,” explains Rebecca. “But they are a source of great rich stories that were perfect for case studies and testimonials for a variety of assets. Sara led those conversations with such a beautiful, warm and professional manner that all of our staff would rave about their interviews!”

An invaluable asset to the business

 

While Copy, She Wrote clients benefit from a strategic approach and capability to tackle large scale projects, often there’s also a need for more transactional pieces of work. Rebecca knew she could call upon Sara to support with these ad hoc opportunities as they arose.

“Fortunately for us, Sara can support us with these tactical opportunities without losing sight of the bigger picture,” says Rebecca.

“When you have someone that is truly invested in your business and deeply understands your tone of voice and market, then you’re set up to succeed.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

An invaluable asset to the business

 

While Copy, She Wrote clients benefit from a strategic approach and capability to tackle large scale projects, often there’s also a need for more transactional pieces of work. Rebecca knew she could call upon Sara to support with these ad hoc opportunities as they arose.

“Fortunately for us, Sara can support us with these tactical opportunities without losing sight of the bigger picture,” says Rebecca.

 

“When you have someone that is truly invested in your business and deeply understands your tone of voice and market, then you’re set up to succeed.”

When launching into a new location, Rebecca approached Sara. mtime needed the best bang for the buck to test the market before a full scale launch and they were also under quite a time crunch.

“While SEO has been a big part of the work we do for mtime, on this occasion SEO wasn’t the answer,” explains Sara. “They needed some assets to go to market that would give them indicative data of where to progress. There wasn’t time to build, launch and measure a full SEO plan.”

The result was a landing page that ultimately became a part of the permanent toolkit for generating engagement in that market long term.

“We really struck gold in working with Sara,” Rebecca says. “We genuinely came to think of her as an extension of our team and I can say it was a joy to have that mix of expertise on hand – not to mention she’s a wonderful human to deal with!”

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