Working closely with Eliza, the goal was not only to understand her vision but also to align it with the expectations of her customers. Baby Safe Basics' primary call-to-action had always been booking appointments, but this needed to be balanced with a comprehensive online content strategy. A funnel was built to guide customers through key touchpoints, ensuring a seamless user experience.

The new website was designed with scalability in mind, supporting Eliza’s ambitious growth plans while allowing her to manage operations efficiently as she returned to work as a paramedic and a mother. User-friendliness was essential, with clear pathways for expecting and new parents to book in-person sessions, download files, or sign up for the newly released online course.

A complete digital transformation was necessary, including email marketing automation, CRM integration, and a structured digital file system. The entire digital presence was rebuilt to maintain consistency across all platforms, ensuring that Baby Safe Basics remained cohesive and recognisable no matter where it appeared online.