Years running a childcare platform's web, content, and growth

What was broken

NPC's pages had aged into legacy layouts that converted poorly on mobile, and the business needed more than a redesign: someone to rebuild the high-conversion pages, keep the content and social engine running, and help shape offers and growth. I ran that operation directly with the founder over a multi-year engagement.

How the work flows

Rebuilt NPC's core pages into conversion-focused, mobile designs; owned the full front-end rebuild of the Los Angeles regional site; built Complete Background Checks and helped build On Call Dental Temps from scratch under the same group. Managed hundreds of blog posts and turned annual nanny pay-rate survey data into reports used in industry publications.

1. 01 · intake

   Legacy pages

2. 02 · process

   Rebuild (founder review)

3. 03 · process

   Content & SEO

4. 04 · output

   Operate

Tools and ownership

Direct, long-term engagement with the founder, 2021–present, now part-time on an hourly basis.

What I ran

• Conversion pages & landing pages

  Rebuilt and redesigned high-conversion offer, signup, background-check, and contract pages for clearer structure, CTA flow, readability, and mobile, with draft and live versions for review and launch.

  • Family signup offer
  • Care Provider offer
  • Agency offer
  • /offer/ rebuild
  • Order Background Check
  • Background Checks
  • Last Minute Care
  • Nanny Contract
  • Nanny Share Contract
  • LA Founding Family Member

• WordPress front-end builds

  Worked directly in WordPress with BoldGrid and Elementor plus custom HTML and CSS, handling live page swaps, slug and menu changes, and URL replacements without taking the site down.

• Conversion-rate optimization

  Reworked pricing, offer clarity, FAQs, trust signals, and CTA placement to guide visitors toward signup, and helped shape founding-member and split-test offer strategy with AI-assisted CRO planning.

• Blog & content operations

  Turned AI-generated drafts into polished, publish-ready WordPress posts with images, alt text, internal links, tags, and SEO fields, and fixed recurring layout issues.

• Social & jobs-board marketing

  Wrote recurring captions and produced visuals for Instagram, Facebook, and Google Business, and ran the recurring Big Jobs Board campaigns plus individual promotions for new nanny and household roles.

• Membership & signup flows

  Tested member access logic, signup pathways, and feature visibility, and helped shape offers for families, care providers, and agencies, including the Los Angeles free, founding, and low-cost membership experiments.

• QA, strategy & admin

  Diagnosed redirects, duplicate content, broken links, and form and caching conflicts across devices and browsers, and supported the business with growth and pricing research, LA growth plans, task trackers, a fillable Concierge service agreement, and ongoing comment moderation.

  • Redirect & duplicate-content fixes
  • Concierge form + caching
  • Cross-device QA
  • LA growth strategy
  • Task-tracking systems
  • Fillable service agreement
  • Spam moderation

What changed

0

sites built & run

0+

pages rebuilt

0+

years, ongoing

The live site