A women's wellness brand became the answer to questions women were already asking

This women's wellness brand sells hormone-support supplements direct to consumers. Its founder had deep expertise and an engaged audience on social, but the website captured none of it: product pages read like ad copy, and the questions women search about cycles, perimenopause, and hormone balance were answered by health publishers. We built an expert-reviewed education library, rebuilt the product pages around real questions, and turned the founder's expertise into authority that search engines and AI answers recognize. Organic revenue grew 198 percent, and the brand now owns a search channel that does not depend on any one platform.

Real expertise, invisible on the website.

Women's health searches are among the most scrutinized in Google. The brand's site had no author credentials, no cited research, and almost no content beyond the products. Every question its customers searched before buying was answered somewhere else, usually by a publisher that then recommended a competitor.

The business was also concentrated: most revenue came through social and one marketplace. That concentration was a growth risk and a valuation risk, because buyers and investors discount brands whose demand can disappear with an algorithm change.

What we shipped