Building Trust and Engagement for Kizuna's Caregiver Platform
With localized, sensitive content and an accessible site, we helped Kizuna build trust with caregivers and families and grow platform sign-ups.
+38%
Sign-up growth in 2 months
2nd Page
Keyword ranking improvement
12%
Visitor-to-user conversion
Overview
About the project
About the Brand
Kizuna connects caregivers with families who need care. Better Marketing helped it reach both sides with clear, sensitive content for families who may not be tech-savvy, building trust and an accessible experience along the way.
The Challenge
What stood in the way
Kizuna had a product people wanted, but couldn't reach caregivers and families the usual ways.
Caregivers and families not discovering the platform organically
Traditional marketing channels ineffective for this audience
Target users often less tech-savvy, requiring simplified UX
Low keyword rankings limiting organic discoverability
Goals
What we set out to achieve
01
Increase platform sign-ups from both caregivers and families
02
Improve keyword rankings from 98th position to page 2+
03
Build trust through community-first content
Strategy
Our Approach
We built a community-first strategy: clear, empathetic content for both audiences, an accessible site for less tech-savvy users, audience-specific messaging, and SEO to make Kizuna findable.
Key Focus Areas
Accessible Site
Simple navigation built for older users, so finding care is stress-free.
Dual-Audience Content
Separate messaging for caregivers and families, each speaking to what that group needs.
Empathetic Content
Clear blog posts that answer common worries and give families and caregivers real help.
Community Newsletter
Updates and success stories that kept families and caregivers engaged with Kizuna.
Execution
How we delivered
Marketing Website
Simple design and navigation built for older users, so searching for care is stress-free.
Dual-Audience Content
Separate content tracks for caregivers and families, each written for what that group needs.
Blog & Resources
Clear, empathetic posts answering common concerns and giving both families and caregivers real help.
Newsletter
Regular updates and success stories that kept both audiences engaged with Kizuna's mission.
Results
Measurable impact
+38%
Sign-up growth in 2 months
2nd Page
Keyword ranking improvement
12%
Visitor-to-user conversion
- Caregiver and family sign-ups grew 38% within 2 months of the content engine going live
- 12% of website visitors converted into platform users, built on trust from the content
- Keyword rankings moved from 98th position to the 2nd page within 4 months
Client Testimonial
"We were able to foster meaningful connections between caregivers and families through their innovative efforts. This led to a significant boost in our platform's visibility, creating a stronger and more connected community."
Cooper
CEO, Kizuna
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