About the Client
Inside Out Therapy are paediatric therapists in Brisbane, with two uniquely child-focused spaces in Kallangur and Burpengary. They specialise in helping neurodivergent families and kids build connections through individual sessions, group programs, and animal-assisted therapy.
The Brief
The IOT team reached out to me (via my other business, The Digital Brew) for help with upgrading their website to something that looked and felt like their brand (fun, kid-friendly, parent-friendly, and full of personality!). With the business growing and expanding, it was time to create a website to match!
The Work
My role in this project was focused on SEO, brand messaging, and website copy.
Since our family was already a client of IOT, I had an insider perspective into the industry, brand, services, and what the audience might be looking for. It meant I could skip a few steps in the briefing process! But I did spend some time on keyword research, ensuring I could recommend suitable keywords for each page. I also put together some foundational brand messaging, including tone of voice, key messages, USP, and taglines.
Because IOT operates in such a specialised space, we spent a lot of time getting the messaging and tone right, ensuring we captured exactly what makes them unique — to attract more of the right clients. For instance, there’s a common misconception that autistic and ADHD people are “neurodiverse” (which actually refers to the many different neurotypes — typical and atypical) but the correct term is “neurodivergent”. However, because this misconception is so common (and our audience might not know the correct terminology) we used both references in the copy.
Another important consideration is how the audience typically feels when navigating the website. A lot of the time, they’re new to their child’s diagnosis, navigating NDIS for the first time, and dealing with all sorts of frustrating things like waitlists, funding options, and referrals. This meant that we needed to include a lot of information — but do it gently and with empathy. Again, I had a bit of an advantage here having been in the audience’s shoes myself.
The initial site included an About page, Team bios, a Services page, a Blog, Resources, Hiring, Locations, Contact Form, and New Client Questionnaire. In future updates, we’ve added more services pages in order to better showcase the work IOT does (and increase their chances of showing up in Google), as well as a How We Work page and Values page.
Once the copy drafts were completed, Stew (my husband and web designer) created a new look that I think fits the IOT brand perfectly — and makes navigating the website a joy (in spite of all the information I included in the copy)!
