Mealtimes by Dr Kyla

Mealtimes by Dr Kyla helps parents feel more confident when it comes to feeding their whole family — from babies just getting started on solids, to toddlers deep in the ‘fussy eater’ phase, right through to school-age kids navigating lunchboxes and the first signs of negative diet- and body-talk.

It’s delivered primarily through a monthly membership, with content split across each of the main age groups.

I first met Dr Kyla in a business membership we were both part of, and it was there that I (bossily!) suggested she consolidate what were four separate websites into one. I was thrilled when she took my suggestion on board — and then reached out to me to make it happen.

As I said, when we first started working together, her offerings were split across four separate websites — the main site, plus one for each membership stage. This meant marketing was disjointed. Traffic from Instagram and emails was being funnelled to one of four sites, and the organic traffic was split right along with it.

There was a lot that I had to pull together:

• Three membership stages
• A handful of free lead magnets
• Paid digital products, plus
• A free program for schools.

It was important that we were crystal clear on which offer was for which type of person — and, importantly, how the free and low-cost offers lead through to the membership.

The trickiest part was working out how to communicate the membership benefits across each of the three stages. Think about it: a parent figuring out what to feed their baby or how to introduce allergens is at a completely different stage to the one dealing with defcon-5 meltdowns over spaghetti bolognaise, or the one trying to stay sane while packing three different lunchboxes to get out the door.

So I mapped out a new website structure — a main membership sales page, plus a targeted page for each of the stages. I rewrote the existing pages to have much clearer messaging about the real benefits of the membership (kids that love food! parents that feel much calmer!). And over the months we worked together I took on additional content too — blog posts, plus updating a whole heap of the email flows.

Voice mattered here too. Dr Kyla is warm, knowledgeable and really down-to-earth. And while feeding your kids is serious business, there are some genuinely funny and relatable bits to it. I wanted to make sure parents never felt talked down to, or like they couldn’t ask a question just because they thought it was something they ‘should’ already know. At the same time, Dr Kyla brings 20 years of expertise to this field — so I made sure her qualifications were front and centre where they needed to be.

Now that everything lives in one place, it’s so much easier to direct traffic there. Organic traffic increased 20% in the six months after launch (turns out 1x mega website beats 4x websites with thin content). And more traffic means more people signing up to the email list.

The final website came in at over 20 pages, plus the lead magnet landing pages, blog posts and product pages.

Let’s give it up for the About page, because I think it so wonderfully captures Dr Kyla’s mission.

And on a personal note — this was such a fun one to work on, and well timed for me, as my toddler was very much in the fussy-eater phase (aka chicken nuggets or nothin’). Dr Kyla’s approach just makes SO MUCH SENSE. It’s evidence-based and focused on long-term confidence around food, rather than trying to get your kid to eat broccoli tonight. (Also — and this might be weird — my kid now LOVES broccoli, and I genuinely think it’s an unintended outcome of me being so calm about whether she eats it or not.)

And yes, I paid to join the membership myself.

If you’ve got a business that deserves copy that actually sounds like you, I’d love to chat. I help established businesses with website copy, email marketing and the words that tie it all together.