Solo Mum Society
Project Overview
Goal:
The Solo Mum Society website was created to provide an empowering and supportive platform for women considering or navigating solo motherhood. The primary objective was to design an intuitive, resource-rich website that would guide users through their journey—whether they’re considering solo motherhood, actively trying to conceive, or thriving as Solo Mums by Choice (SMBC).
Key Deliverables:
User-friendly website design with clear navigation and stage-specific pages
A strong focus on storytelling and community-building features
Podcast integration for "No Need for Prince Charming"
Dedicated coaching, retreat, and events sections
SEO optimisation to increase visibility and organic traffic
Client Background
Solo Mum Society was founded by Alisha Burns, a Solo Mum by Choice with a mission to help women take control of their future and create her family on her terms. Through coaching, online and in-person events, and her podcast, Alisha has built a thriving community for solo mums across Australia. The website needed to reflect her warm, supportive approach while also serving as a practical hub for her audience to access resources, sign up for services, and connect with others on the same path.
Challenges & Objectives
Key Challenges:
Complex Content Structure: The website needed to house multiple types of content, such as podcasts, coaching programs, and event listings, while remaining easy to navigate.
Audience Journey: Visitors arrive at different stages of their journey—some are just considering solo motherhood, while others are looking for parenting resources. The design needed to cater to each of these stages without overwhelming the user.
Community Integration: The site had to create a sense of belonging and foster connections while maintaining a professional and trustworthy feel.
Design Objectives:
Create a Cohesive Structure: Clear pathways for users at each stage (Consider, Create, Conquer) to find relevant resources and services.
Encourage Engagement: Increase coaching sign-ups, podcast listens, and event participation with clear calls to action (CTAs).
Align with Existing Branding: Use imagery, fonts, and layout that complement Solo Mum Society’s existing soft pink and feminine tones.
Mobile-Optimised Experience: Ensure the site performs seamlessly across all devices, especially mobile, as a large portion of the audience comes from Instagram, where they interact with Alisha’s content daily.
The Design & Development Process
Step 1: Research & Discovery
We began by researching the target audience—women in their 30s and 40s considering solo motherhood or navigating parenting alone. We also reviewed similar community-based sites to identify what worked and what didn’t. Through conversations with Alisha, it became clear that the site needed to balance storytelling with actionable resources, helping users feel informed and empowered.
Step 2: Wireframes & Site Map Creation
Next, we created a site map that outlined the key pages: About, Media, Coaching & Courses, Podcast, Events, Shop, and Resources. We prioritised the user journey by designing three distinct sections—Consider, Create, Conquer—to ensure users could easily find relevant content based on their stage.
Step 3: Design Concept
Typography: A modern serif font was chosen to convey elegance, warmth, and approachability, reflecting the brand’s core values.
Imagery: Thoughtfully selected images that aligned with the brand’s soft pink and neutral tones to maintain a cohesive, feminine aesthetic.
Visual Consistency: The design ensured that each page maintained a soft, harmonious look while keeping the content clear and accessible.
Step 4: Build & Features
Podcast Page: A dedicated page for the "No Need for Prince Charming" podcast, with embedded episodes and a clean layout for easy streaming.
Coaching & Courses: Pages for group and 1:1 coaching, including clear service descriptions and prominent CTAs to encourage sign-ups.
Retreat Page: A standout page for the Bali Solo Mums Retreat 2025, featuring detailed event information, stunning images, and a seamless booking process.
Resources Section: Organised into categories (Children’s Books, Mum Books, Podcasts), making it easy for users to browse recommendations.
Events Section: Listings for online and in-person meetups, with interactive features for RSVP and updates.
Mobile Optimisation: Since Alisha’s primary following comes from Instagram, mobile responsiveness was a top priority. The website was designed to provide a seamless mobile experience, ensuring users could easily navigate pages, access resources, and sign up for services directly from their mobile devices.
Key Features of the Website
Dynamic Navigation: Intuitive menu structure with clear categories for each stage of the solo motherhood journey.
Community-Building Elements: Links to events, retreats, and social groups foster a sense of belonging.
Visual Consistency: Cohesive use of fonts, imagery, and layout that align with the brand’s soft, feminine aesthetic.
Clear Calls to Action: Strategically placed CTAs encourage users to book coaching, listen to podcasts, and sign up for events.
SEO-Optimised Content: Meta titles, descriptions, and keyword research to improve search engine rankings and attract the target audience.
Results and Impact
The new website has transformed the Solo Mum Society’s online presence, making it easier for users to navigate and engage with the content.
Key Outcomes:
Increased Engagement: A notable rise in coaching inquiries and podcast listens due to the streamlined layout and clear CTAs.
Positive Feedback: Users have praised the website’s simplicity and how easy it is to find relevant resources.
Improved Community Connection: More event RSVPs and sign-ups for the Bali retreat, reflecting stronger user trust and connection with the brand.
Enhanced SEO Performance: The updated SEO strategy led to an increase in organic traffic, with more users discovering Solo Mum Society through search engines.
Lessons Learned
This project reinforced the importance of designing for distinct audience needs. Solo motherhood is a deeply personal journey, and creating a site that balances emotional support with practical information was key to its success. We also saw how critical it is to prioritise mobile optimisation for audiences who primarily discover the brand on social media platforms like Instagram.
The Solo Mum Society website is now a powerful tool that supports Alisha’s mission to empower and connect women pursuing solo motherhood. The design has made it easier for her audience to access resources, participate in events, and find the support they need.
