Milestone Therapy: From Foggy to Focused
The Problem
Milestone Therapy had the heart—and the hustle—but its marketing was stuck in reactive mode. Despite having a site full of rich, thoughtful content, its approach lacked a strategic framework. It was trying to speak to all moms navigating disability diagnoses, but let’s be honest—what a newly diagnosed autism mom needs at 2 a.m. is wildly different from what a seasoned warrior mom needs in year five.
They weren’t showing up in search the way they needed to. Their site wasn’t organized around user intent. Their marketing messages were trying to be everything, to everyone, at once. It was, well... a little not-so-Krystal-klear.
The Solution
Enter: Strategy. Structure. And a whole lot of sticky notes.
We kicked things off with a two-day, in-person strategic workshop using card sorting exercises—with Milestone’s internal team and a few brave, thoughtful customers. That session gave us clarity (and a few tears), helping us define two key personas:
New Moms and Established Moms—each with different fears, needs, and timelines.
From there, I built a full-funnel, multi-touchpoint marketing campaign that met each persona where they were: not just emotionally, but in channel, in language, and in moment. We mapped each stage of their journey—Awareness, Research, Consideration, Decision, and Referral—and matched it with multimedia content that addressed specific barriers (think: grief, guilt, Google rabbit holes) with compassion and practicality.
And we didn’t stop at campaigns. Using insights from keyword research and journey mapping, I overhauled the site experience to reflect how users actually searched. Resources became easier to find. Calls to action made sense. The content strategy was reborn with a search-forward focus.
The Result
One year later, Milestone wasn’t just attracting more new moms—they were becoming the name people recommended. New client acquisition rose dramatically, and organic search traffic improved both in volume and intent. Moms weren’t just landing on the site—they were staying, reading, and reaching out.