The largest nonprofit adoption and child services agency in the world had a unique challenge. They had built a website that was designed to act as a resource for women who were experiencing an unplanned/unexpected pregnancy. Originally it was a place designed for women to come and live chat with a pregnancy counselor for free, the site soon morphed into a lead generation type tool where women could talk to pregnancy counselors about making an adoption plan for their child.

Our strategy included removing some of the choices for responding. The original site had at least 4 options to get in touch with a pregnancy counselor – none of them being clear.

We determined what the primary communication method was (live chat) and proceeded to make that option the most prominent button on the page. In addition, we used the chat button to hold the offer for users to chat with a immediately. Wording was added so they knew exactly what they were doing and who they were talking to once they clicked the button.

We also added the promise of confidentiality and the comfort of knowing they were talking to a professional on the other end of the chat, which removed risk for the user.

Actual live chat transcripts were studied to understand what the fears and concerns were in the mind of the expectant mother. Transcript excerpts were then used in the copywriting to connect visually and psychologically with users from the start page.

The result was a 64% increase in live chats in the 12 month period following the launch and an additional 68% the following year. The site has since been expanded to include landing pages where pay-per-click, banner advertising, and offline media are being used to drive prospects to a 60-second video featuring their local pregnancy counselor, and a way to chat or call them directly.