Sara Millis Freelance Content Writer

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Clients: Kind Mind app

Original Brief: Weekly blogging
Company Size: 2 employees
Company Location: UK
Scope of project: To help reach new audiences with the SaaS product as it launches beyond the Beta
Achievements for client: Creating content clusters that help cement authority and build awareness across important SERP queries, introducing systemised style guides, content optimisation for more traffic and social strategy creation.

The project: Site SEO and blog clusters

I worked with the Kind Mind team from Q2 of 2022 to the end of 2023, and with their employee wellness app still in Beta, there was a lot to do on the content front.

The project I want to share with you started in May 2023 and finished in October 2023.

The main problem I needed to solve

As a new app, it was really important to hit the ground running with authoritative content that built both awareness and trust. This is difficult to do when you have no presence in an industry. But not impossible.

The main issue here was that wellness is a hugely commoditised topic, so I wanted to ensure that our USP and values shone through - wellness isn’t a commodity for businesses; it’s a meaningful approach to HR management.

The strategy

I started by working in clusters to dive deep into important topics like the employee experience and hybrid working. That approach allowed me to capture more keywords from relevant topic-related searches by exploring the conversation across multiple sub-topics. I was also able to showcase who we are, what we do, and how we think.

My approach and results meant that I was asked for advice on other content areas, such as social media, site SEO and more. And if you don't know me, then this is where I’m happy to roll up my sleeves and get involved. I want to help shape the bigger picture and broader results for a team.

My Results

Six months of growth in keywords.

And six months of solid growth in organic traffic.

One of our best performing pieces (data capture Oct ‘24) is this one.

Mental Health Statistics 2024: A focus on Anxiety, Stress and Depression | Kind Mind


Blog samples

Hybrid working and your employees' mental health - the good and the bad | Kind Mind

How a happy employee experience impacts customer experience | Kind Mind

How to measure your employee absenteeism effectively | Kind Mind


A focus on Site SEO and remapping

As I say this is a project in beta and that means everythign is up for improvement. When the website was redesigned I jumped on board to help with optimisation.

My first job was to make sure migrated blog content had the correct metadata and was Yoast optimised. I then checked and updated the core and secondary pages.

Alongside this, I advised the client how to submit a sitemap to Google and make sure pages are indexing.

Simple updates can make the biggest impact and in 10 days we were already seeing changes.

Later in 2023 we were able to draw these results from my content and SEO work. This is August 2023.

And this is late September 2023.

New content areas for the website

While awareness blog content is great, it would be ideal to start moving into decision-making and user-focused content. I see this as a must for any SaaS.

I gave extensive guidance on secondary pages and an interactive wellness caluclator.

Looking for quick wins like this that pave the groundwork for long-term customer trust? You need a copywriter to create compelling copy, someone who understands the customer journey. That’s me! Fill in the project brief form below and let’s get started.