This builds directly on the layout your team put together. We have kept the structure you designed and are suggesting five specific changes — each one explained below.
The main patient website only. Your donor site and the paid campaign landing pages are separate and are not changing. The donor site keeps its own address and will be linked from the footer.
| Add “Think You’re Pregnant?” | A new first section. Someone who has just taken a home test needs one obvious place to start, rather than working out which of your service headings fits her situation. This is our recommendation rather than something you asked for, so please say if it does not feel right. |
| Move FAQ and Blog into Resources | Your layout has them under About Us. Blog articles, FAQs, material help and community referrals all answer the same need — “I want information or practical help.” About Us is about your organisation; Resources is about her. |
| Move Resourcing Support into Resources too | It sits under Support Services in your layout. It is practical help rather than a programme, so it belongs with the other resources. |
| Men’s Support appears once, under Programs | Your layout has it in two places with a note to decide. We suggest Programs. At the moment five separate pages compete for the same searches, which is part of why none of them rank — one strong page will do much better. |
| Contact moves out of the menu | Not because it matters less — because Call, Text and Schedule sit permanently on screen at the top of every page, including while scrolling, and the details are in the footer too. A menu item would be a fourth route to the same information. The Contact and Schedule pages still exist and are still linked throughout. |
| Keep everything else as you had it | The Programs and Support split, Miscarriage Support under Support Services, and your section names are all yours and we think they are right. You know how your clients think about these services better than we do — including keeping “Pregnancy Services” rather than anything more clinical-sounding. |
| Search is prominent, not hidden | Most websites tuck search behind a small magnifying glass. Women arriving at your site often do not know which heading their situation falls under — but they know their question. Letting them ask it directly is the fastest route to an answer. |
| Call, Text and Schedule always visible | Nine in ten of your visitors are on a phone, and almost all of your contacts arrive by call or text. These stay on screen on every page, including while scrolling. |
| Donate moves to the footer | Nothing is lost and it stays easy to find. But the top of the page should be entirely about helping the woman who has just arrived, rather than asking her for something. |
Each service page in your version includes “video of process and space.” We think that is a genuinely strong idea — for someone anxious about walking into an unfamiliar clinic, seeing the room does more than any amount of writing.
It does need planning separately, because filming and editing is not part of the website build. Worth a short conversation about who films it and when, so it is not holding up pages later.
| Three options, presented evenly | Abortion, adoption and parenting sit together under Options, as in your layout. At present the website has around twenty articles about abortion and a single page about adoption — so the structure describes the three choices, but the content does not yet. We would like to close that gap. |
| Duplicate pages combined | There are currently three separate blog sections, two ultrasound pages, and five men’s support pages. Combining each set into one strong page makes the site easier to use and considerably easier for Google to rank. |
| All eight location pages stay | They move to the footer. People find those through Google rather than by browsing, and the footer is where visitors look to check “do you serve my town?” |
| Nothing gets lost in Google | Every current web address is mapped to its new home before launch, so the visibility you have already earned carries over. |
You have said you would rather not have a team page or client stories, which we understand. Reviews and personal stories are genuinely difficult in this field, and nobody should be identified with a crisis pregnancy without wanting to be.
Two things worth knowing before that is final.
| Search engines look for who is behind health information | Google explicitly instructs its quality raters to check who is responsible for a site, and it weighs that most heavily on medical and health topics. It does not need photographs or personal details — but a short “who you will meet” section on the About page, giving roles and qualifications, does real work. “Our nurse manager is a registered nurse in Minnesota” is enough. |
| Anonymous stories may be a middle ground | Rather than named client stories, something like “a client from Apple Valley, 2025” carries most of the reassurance with none of the exposure. Worth considering — for a woman deciding whether to walk through your door, hearing from someone who already did is the most persuasive thing on a website. |
We have kept About Us in the main menu for this reason: someone being asked to visit a clinic and receive a service at no cost quite reasonably wants to know who you are and why it is free. That question deserves an easy answer.
1. Are the section names the words your clients would use? If your team says something different on the phone, we would rather use their language than ours.
2. Is anything missing? Any service, programme or page that matters and is not on this map.
3. Is there anything here you would rather drop? Fewer, stronger pages consistently perform better than more, thinner ones.
And one for whoever advises you on wording: we would like to confirm how the site should describe its services in the code that search engines read, not just in the visible text. There are several standard options and some make stronger claims than others. A short conversation now avoids revisiting it later.
We build the page templates to match this structure, then move your existing content onto them. Approving the structure is what lets the build start, so it is the one thing we need from you first.