My Menopause Centre

Despite over half the population going through menopause, there’s still a stigma and lack of information surrounding it. As a result, menopause is something talked about in hushed tones.

The brainchild of friends Dr Clare Spencer and Helen Normoyle, My Menopause Centre is an online menopause clinic that also provides free information to the public.

We provided MMC with strategic insight, design and build of the website, third party integration, an SEO strategy, copy and content writing and asset design.

Expertly written content driven by SEO

We combined keyword, editorial and competitor research to help shape content suggestions for what would become over 100,000 words of expertly written content on menopause – one of the richest sources of free menopause information on the web.

The goals of the content were:

1. Create a solid foundation of editorial content that has wide topical coverage;
2. Incorporate a rich selection of search terms and synonyms for search engines to crawl and contextualise;
3. Provide visitors with comprehensive information and advice across the full menopause journey, from Awareness (research and discovery) to Evaluation (comparing options and next steps) to Conversion (booking a consultation; buying a product).

It takes a lot of time, effort and knowledge to create and maintain a thriving content hub. That’s why half of companies outsource at least one content marketing activity, with 84% of those saying they need support with content creation

We found that a surprisingly large proportion of search volume was dedicated to fundamental terms and questions, e.g. ‘what is menopause’, ‘how long does menopause last’. This suggests that there is a widespread lack of knowledge on the basics of menopause. Easily the most common search phrases relate to menopause symptoms – so we made sure we focused our content efforts on addressing these fundamentals.

Information at your fingertips

In tandem with the content creation, our digital team built a site to present all this information to users in a logical and accessible way.

Abbas Arezoo, our Digital Lead, talks about the build, third party integration and the CMS:

The project brought together the two key challenges of developing a content-driven platform: create something users can easily consume and that content editors can easily manage, all while building and manipulating APIs to create a system that transfers content and data between multiple external platforms.

Turning questions into conversions

A central component of the site is a free Menopause Questionnaire which helps the user discover where they are in their journey, what symptoms they have and how they can be treated.

The questionnaire uses the Greene Climacteric Scale (a recognised tool to identify menopause) as its base and asks questions to define specific symptoms and lifestyle factors. It helps women understand where they are in their journey and gives them a benchmark for the future.