Emily B Flynn

Grounded in science and dedicated to emboldening pregnant and postpartum women to embrace strength and wellness, MUTU stands as one of the leading women’s fitness apps in the UK, proudly endorsed by the NHS. In 2022, I joined the team as a freelance copywriter, initially with a fairly broad expectation of the content I would be crafting. However, as we delved deeper into the project and conducted extensive SEO research, the path forward became much clearer – it was time for a comprehensive site overhaul.

Drawing upon my nearly 15 years of experience in B2C reproductive health advocacy, reproductive health and tech studies, research, and writing, I set out to modernize every facet of the site’s core content. This undertaking spanned eight months and involved a complete overhaul of twelve key areas of content, all meticulously designed to support women in their unique journeys through pregnancy, birth, and postpartum. 

In this role, I not only sharpened my copywriting skills but also harnessed my deep understanding of reproductive health, utilizing scientific knowledge to create content that resonated with the audience. Driven by the insights gained from rigorous SEO research, I worked tirelessly to ensure that our content not only ranked high in search engine results but also provided real value to our users. This solidified our position as a trusted source of information and guidance for women navigating the complex landscape of reproductive health and fitness.

Though SEO content rewriting was my main focus through this contract, I stepped in with other editorial and marketing assignments as well. From blog posts to social media content, I had the privilege of contributing to the overall evolution of MUTU’s online presence, and will likely continue to do so from time to time as a site contributor. 

Bringing me in was about more than just producing more content; it was about creating a comprehensive, factual, evidence-based, and compassionate resource that met women where they were. MUTU excels by offering clarity and support as a refuge from the mommy bullying and diet-culture shaming on the internet. In contributing my expertise in women’s health and copywriting, I reaffirmed MUTU’s commitment to being a leading light in the femtech space, providing women with the information and support they deserve during these pivotal moments in their lives.

And now, to prove to you that I know a bunch of these buzzy keywords, here is some of the software I used throughout this project: WordPress, MOZ, Semrush, Google keywords, Google suite, Hemingway, Sharethrough, ChatGPT, Trello. 

Sample articles and pillar content