Luna - content & SEO strategy
Context
Luna asked me to help them clarify their positioning for parents and teens, strengthen SEO foundations and improve messaging across the website and early funnel.
My role
Lead strategist and workshop facilitator
What I delivered
2-day workshop introducing SEO fundamentals and reviewing the end-to-end content ecosystem
Assessment of positioning (parent vs teen) and recommendations to refine messaging
Technical and on-page SEO review, including metadata, content structure and user flows
Insights on early email capture, nurture sequences and onboarding
Recommendations for parent-specific CTAs and content structure
Suggestions for improving clarity, readability and scannability across high-traffic pages
Why I approached it this way
Parents and teens come to Luna with different anxieties, questions and intentions. The strategy needed to reflect that audience context and improve organic visibility for the right intent queries and tidy up barriers to conversion. The workshop helped us figure out luna needed to focus their efforts given the resources available and build a roadmap for the coming months.
Outcome
The recommendations shaped Luna’s 2025 content roadmap, informed SEO priorities and clarified messaging for both parent and teen audiences.
“Lara delivered a well-structured agenda and action-oriented workshops, working collaboratively with the team while bringing fresh ideas and valuable insights. She challenged us (in the best way) when needed and created a comfortable space for open discussion. Her deep knowledge and strategic approach were evident throughout.
I’d absolutely work with Lara again and highly recommend her to any business looking for a workshop, project, or strategic role.”
Stella (Vira Health) — SEO blog content strategy
Context
Shortly after joining, the business model shifted from lifestyle support to clinical menopause care. The content needed to reflect clinical authority while remaining warm and accessible.
My role
SEO strategist, content lead
What I delivered
Shifted blog strategy from lifestyle topics to medically credible, symptom-specific content
Partnered with clinicians to ensure accuracy and build trust in the new clinical model
Created a LinkedIn content strategy to support employer communications
Why I approached it this way
Users needed clear, trustworthy answers to sometimes medical questions. Our content had to feel authoritative without losing empathy. I worked hard to find the right clinicians to help write content and built a relationship with them so that over time we became more efficient at nailing our TOV. This shift helped reposition Stella as a credible clinical service.
Outcome
Contributed to 114% organic traffic growth and improved rankings for high-intent menopause keywords.
“Lara is an exceptional marketing leader and brought huge value to Vira. She played a pivotal role in driving our marketing and partnership strategy and really impressed me with her analytical skills, creativity and leadership.”
Money & Pensions Service (MoneyHelper) — campaign content
What I delivered
Content for a nationwide financial wellbeing campaign
SEO updates to evergreen content
Social content to increase reach
Outcome
Improved visibility by 40% and contributed to a 20% lift in onsite traffic.
“She is a consummate digital marketing and content professional with an intuitive understanding of customer needs and how to deliver them. Extremely organised and pro-active, Lara offers solutions, is a great team player.”
Stella (Vira Health) — Email communications
Context
Stella’s existing email communications weren’t fully supporting users through the complexity of menopause symptoms or making the most of key conversion moments. We needed journeys that felt reassuring, clinically credible and genuinely helpful, while improving engagement and activation.
My role
Lifecycle owner, writer, CRM strategist
What I improved
Redesigned the Welcome Series to build trust quickly and guide users into their personalised plan
Introduced clearer symptom-led pathways to reduce overwhelm and help users understand what to expect
Rewrote email content to be warmer and more action-focused
Added coaching moments within emails to encourage in-app engagement
Improved visual hierarchy and CTA clarity, reducing cognitive load
Collaborated with product, clinicians and research to ensure accuracy and tone consistency
Why I approached it this way
Menopause can feel overwhelming, and users often skim when they’re anxious or tired. The emails needed to feel compassionate and practical, while still giving people the information they needed.
Outcome
65% open rate for welcome emails
60% open rate and 11% CTR on assessment flow emails
Higher long-term engagement from users who entered via the revised journeys
Better alignment between what users expected and what the product delivered
“Lara built up our CRM strategy from scratch, collaborating with Design, User Research, Compliance and Product to ensure our email marketing and communications consistently resonated with our audience and significantly improved our engagement rates. ”
Anya Health — downloadable guides/checklists
Context
Anya needed a practical resource to share with HR leads who were feeling overwhelmed with employees’ women’s health queries. These could be better managed by line managers.
My role
Writer, content strategist, tone-of-voice lead
What I improved
Full guide series including checklists, conversation scripts, scenarios and supportive language
Collaborated with HR experts and clinical lead
Clear guidance on when and how to start sensitive conversations
A warm, accessible tone appropriate for both HR and managers unfamiliar with women’s health topics
Why I approached it this way
Managers often fear “getting it wrong”. The guide needed to build confidence, reduce anxiety and empower supportive conversations, without medical jargon or prescriptive tone. It also needed to serve as a compelling lead magnet, introducing Anya as a solution.
Outcome
The guide improved lead generation for Anya’s employer offering and strengthened the credibility of their B2B communications.
