Our Approach

Collaborate Consulting focused entirely on the experience of a prospective patient coming to the Main Line Fertility website, identifying two specific audiences of site visitors:

1. Educated future parents who already know how they want to approach family-building. They’ve read the articles and talked to their friends… now they’re ready to choose a provider to partner with.

2. LGBTQ+ community members who see parenthood in their future but are early in the journey. They need accessible, relevant information to walk them through their options so they can decide what to do first.

Keeping these two audiences in mind, we conducted a thorough audit of every service page that LGBTQ+ patients might visit, documenting specific language concerns, structural problems, and missed opportunities. From there, we developed a new structural recommendation: rather than simply providing a list of services that might be relevent to the LGBTQ+ community (a common but limiting approach), we proposed organizing it in two different ways:

1. By process: IUI, IVF, Reciprocal IVF, egg donation, and sperm donation. This way, a potential patient who already knows what they want (Audience One) can easily dive right into the specifics of what Main Line can offer. Each service has its own LGBTQ+-specific landing page, written in inclusive language, with FAQs that address the real questions this community brings.

2. By community: LGBTQ+ Women, LGBTQ+ Men, the Bisexual Community, the Transgender Community, Non-Binary People, Intersex People, and Multi-Parent Households. Organizing it this way, while acknowledging that many people fit within many communities, was both humanizing and specific for Audience Two… written for real people, not a checklist.

Throughout both phases, the work happened collaboratively: structured check-ins, clear deliverables, and ongoing communication with the client's team to make sure every recommendation was practical and implementable.

The Solution Delivered

Main Line Fertility came away from this partnership with a fully restructured LGBTQ+ section of their website, including:

• Process-based landing pages organized around how patients actually navigate fertility care, not around assumptions about identity

• Inclusive, affirming language throughout, with specific attention to the experiences of trans and non-binary patients

• FAQ sections addressing real questions from LGBTQ+ patients, written in accessible, human language

• A content framework their team could implement, maintain, and build on going forward

Why this Mattered to the Client

LGBTQ+ patients choose their fertility clinic carefully. They're often bringing extra vulnerability into that first interaction, wondering whether the staff will use the right words, whether the site will reflect their experience, and whether they'll have to spend energy explaining themselves before anyone starts caring for them. A website is one of the first things a prospective patient encounters. It sends a signal before anyone ever picks up the phone.

Main Line Fertility didn't just want to signal inclusion; they wanted to earn it. This partnership gave them a digital presence that genuinely reflects their values, built to meet LGBTQ+ patients where they are from the very first click.

Services Featured

• Website content audit and analysis

• Strategic content restructuring

• Inclusive language review and rewriting

• LGBTQ+ healthcare communications consulting

• Collaborative stakeholder process and iterative feedback

This is what Collaborate Consulting does best: bringing deep subject-matter expertise and lived experience to bear on the specific, concrete places where organizations can do better by the communities they serve. We don't offer vague recommendations. We sit with you in the details, find the exact words that need to change, and help you build something you're proud to put in front of the people who matter most.