Eat Play Say (or should I say Eat Play Slayyyy 😏) is, in short: professional education with mom friend vibes.

They believe education breeds confidence, so you can stop stressing, take back the day, and enjoy the parenting journey.

Essentially, Eat Play Say is where parents come when Google gives them 500 conflicting answers about baby and toddler development.

With the help of each of their specialists, they take complex developmental topics and make it so easy that even the most sleep-deprived brain can actually use it. 

Their affordable, never-expiring, nap-trapped-friendly parenting resources cover everything from “why the hell won’t this baby eat anything green?” to “how does one even play with a 9 month old…?” to “is that babble normal?” — all with a side of good-natured humor, honesty, and zero judgment, because parenthood is wild enough without adding confusing advice to the mix.

Meet The Founder

When Jordyn became a first-time parent, she had the books, the courses, and even a background working with babies and toddlers full-time. She should’ve felt prepared.

Instead? She felt completely unsupported.

The advice was outdated.
The milestones weren’t all in one place.
The pediatrician had answers, but only some of them.

And when her “mom gut” told her something was off? No one really listened.

That’s when she realized: it shouldn’t be this hard to find good, trustworthy information about your baby’s development. Parents deserve real support — not a million conflicting opinions or one-size-fits-all advice from people who don’t actually specialize in this stuff.

So she built what she wished she had: a team of pediatric experts and a library of resources that cover everything from feeding to speech to play — all in one place, without the B.S.

Now a mom of two and the founder of the Internet’s most comprehensive, (and most nonjudgmental), hub of developmental resources for parents, Jordyn’s mission is simple: 

To make parenting easier, clearer, and way less overwhelming — by giving you expert-backed, judgment-free guidance that actually works in real life (even when you’re nap-trapped with a cold coffee and zero idea what day it is).

The Project Details

When Jordyn came to me to nail down her brand messaging and write her website copy, I knew one thing was for sure: THIS CHICK IS WICKED SUCCESSFUL.

She has a thriving brand on Instagram (over 680k+ followers!) and she wanted to be able to take the momentum from her social presence and convert it, as well as drive even more traffic from the rest of the Internet to her site, so she can help as many parents as possible with her resources and guides.

There is quite literally no other brand doing what Eat Play Say does: providing specific, easy-to-understand resources about speech, play development, and feeding for babies and toddlers, all in one place.

So, we needed to make that^ fact obvious AND ensure that all the struggling parents find Jordyn ASAP!

>> Stalk the full website here!

THE DELIVERABLES:

• More than 20 pages of SEO-optimized website copy (with most being sales pages, product pages, or services pages
• In-depth SEO keyword research & SEO metadata for all website pages
• My signature (massive) 30+ page Brand Messaging Book

The Brand Messaging Book Highlights

With every Brand Messaging Book I create for clients, it is sooo much more than just a brand voice guide with a few directions on how they should sound.

It’s a 7-chapter master doc, complete with a fully actualized brand personality, primary statements, target audience development, literally every single bio you could ever need for any situation on Earth (with multiple options for each), competitive analysis, in-depth customer and client review analysis, and a comprehensive list of what makes your brand stand out (and why).

Jordyn’s, of course, was no different — aside from the fact that, for her, I added a few extra things. Her Brand Messaging Book was 35 pages long.

Because she’s the leader of a team, it was important for us to identify her role as the founder, apart from just who Eat Play Say is as a brand.

So, I made her a little “Jordyn’s Profile” section of the book, including her bio, professional background information, her founder story, her personal mission, a list of her values, a description of her personality, info about how she communicates, and what her overall (and 1- and 5-year) goals are for her brand.

The second special thing I did for her was create a “cheat sheet” so she (and anyone else on her team she chooses to share the doc with) can easily refer back to it & know exactly how to explain who ESP is and what they do.

HERE’S WHAT THE CHEAT SHEET LOOKS LIKE

Parenting doubts have met their match: Eat Play Say.

WHO WE ARE: A team of qualified pediatric developmental experts who cut through the B.S. to make parenting less overwhelming and more fun and house the answers to all of your parenting questions, all in one place.

WHAT WE DO: We offer comprehensive professional education with mom friend vibes.

HOW WE DO IT: Through clear, accessible, nap-trap-friendly information about baby and toddler development, without medical jargon or judgment. We cut through the chaos so you can parent with confidence (not confusion).

WHO WE DO IT FOR: Overwhelmed parents and caregivers navigating the many confusing, ever-changing phases of raising babies and toddlers.

WHY WE DO IT: Because finding reliable parenting information about milestones, speech, feeding, and play skills shouldn’t be harder than getting your toddler to eat vegetables — and because parents deserve to have all their questions answered, all in one place

The Ideal Client Avatar

[Let it be known that I take “in-depth” to another level when developing my clients’ ICA. Eat Play Say’s ideal client is “Stephanie.”]

Stephanie is that thirty-something new mom on the East Coast who’s figuring her shit out one day at a time. 

She’s middle class — comfortable enough but not drowning in cash. She’s the mom who races through Target like it’s therapy, downs coffee like it’s oxygen, and occasionally has a mini-meltdown when the house looks like a tornado hit it (which is… often).

After a labor and delivery experience that didn’t exactly go according to her birth plan, navigating motherhood feeling less like a cute Pinterest board more like a 24-hour job she wasn’t prepared for, and some early feeding struggles that had her questioning everything, she’s now navigating first-time motherhood with a healthy mix of determination and anxiety.

Her husband works in finance (she couldn’t explain exactly what he does if you paid her, but does it really matter?) which allows her the choice to stay home with the baby for now. 

She drives a white Tahoe that’s slowly accumulating cheerios in every crevice, she’s nap-trapped every day at 2pm, and she’s starting to think all those Instagram mommy bloggers are lying about how much they love their lives. 

THEN, SHE FINDS JORDYN. 

She feels seen and known, immediately. She appreciates how Jordyn shows up as herself, while also somehow being the face of a brand that feels like a shining beacon of all-knowing hope to a confused, frustrated first-time mom.

All of her questions suddenly feel WAY more normal, and she realizes she’s not the only one feverishly Googling baby milestones every time she hears about how a friend’s baby is crawling or snacking or sitting up on their own.

She’s already learned so much just from following Jordyn on social — she’s had her questions answered and learned even more about things she didn’t even know she was curious about — and she can’t wait to see all the value inside the Eat Play Say resources once she dives in.

WHAT STEPHANIE VALUES 

Stephanie does her research before committing to purchases, but once she finds an influencer she trusts? Game over — she’s clicking “add to cart” faster than her baby can throw a pacifier. And don’t even get her started on SALES. Nothing gets her heart racing like a discount code or limited-time offer on that digital handbook or Amazon must-have.

She’s starting to get more conscious about what goes into her and her baby’s bodies. The more she learns about our food system, the more she’s leaning into cleaner options — but she’s not about to make her own deodorant or anything. She’s what we might call “crunchy-curious.”

STEPHANIE’S PERSONALITY

Stephanie has a healthy sense of humor and appreciates straight talk. She doesn’t have time for bullshit or judgmental advice. While she can laugh at the chaos of motherhood, certain topics around her birth experience and early struggles can still trigger some big feelings.

She treats her favorite social media accounts like friends — checking in on them daily, feeling genuinely connected to their stories, and taking their recommendations seriously. But she’s not sliding into DMs at 2 AM with weird questions. She respects boundaries.

STEPHANIE’S CHALLENGES

What keeps Stephanie up at night (besides her baby)? She’s constantly second-guessing herself and her parenting abilities / know-how:

• Is she doing enough tummy time?
• Is that rash normal?
• Should her baby be babbling more by now?
• Why won’t this child eat anything green?
• How does everyone else’s house look so clean on Instagram?
• Will she ever feel like herself again?

She’s proactive and wants to do things “right,” but sometimes the overwhelm is real. There’s SO much information out there, and everyone has an opinion. She needs someone to cut through the noise and give her actionable, trustworthy advice without making her feel like she’s failing.

WHY EAT PLAY SAY RESOURCES APPEAL TO STEPHANIE 

Stephanie lights up when she finds resources that:

• Give her clear, no-nonsense guidance (no time for fluff)
• Break down complex development info into easy steps
• Provide affordable solutions she can access during 3 AM feeds
• Make her feel seen in her struggles, not judged for them
• Offer practical product recommendations that actually work
• Give her confidence that she’s not screwing this whole mom thing up

She doesn’t need another perfectly polished mom influencer. She needs a trusted friend who’s been there, has the professional expertise to back it up, and isn’t afraid to keep it real about the messy parts of motherhood.

When Stephanie uses an Eat Play Say resource, she feels a weight lift off her shoulders. She thinks, “Finally, someone who gets it!” She references the handbooks constantly, recommends them to her mom friends, and feels a genuine connection to the brand that empowered her through those tough early days.

Success for her looks like confidently handling mealtimes without anxiety, knowing exactly how to support her baby’s development through play, and having that moment of pride when she thinks, “I learned that from Eat Play Say, and holy shit — it actually worked!”

 

What I Loved Most About This Wesite

Because this site was so massive, it’s completely impossible for me to write about and link and screenshot every single thing I loved without spending my entire life writing this portfolio piece, so what I’m gonna say is:

I loved the specificity!!!

Like, genuinely a copywriting DREAM.

Being able to write about such clear offers, to such a clearly defined audience, who has such a clear need for what ESP is selling… just, chef’s kiss.

I mean, look how easy it is to understand:

“Eat Play Say takes all the complicated baby development stuff and make it ridiculously easy to understand, so you can parent with confidence instead of confusion.”

Specific, direct copy is always the BEST copy, in my opinion, and this entire site is overflowing with examples.

The Final Product

CHECK OUT THE FULL SITE RIGHT HERE <3

Now, in terms of collaborators, I’d love for you to stalk the site credit page bc it is a slayyyy on this website if you ask me!

Working on this project I definitely consider a prime example of the “whole ass thing” — a specific type of copy I specialize in, aka someone who wants everything all at once bc they know how beneficial having ALL messaging and copy done will be — was such a fun experience and I loved writing to this audience.

Copywriting: yours truly, baby!

Brand design: Aly Houng

Web design: Tori Sprankel — a preferred BTL website design partner!

If you’re looking for a ‘whole ass thing’ of your own, I’d love for you to stalk my copywriting services and inquire to work with me!

& if you’re wishing for a site as sexy as Jordyn’s, make sure you reach out to Tori as well