/ Case study
WellRoo
WellRoo moved its science-backed parenting guides onto a playful Webflow site we built, with an animated hero and a sign-up page for its subscription.
Who WellRoo is and why it needed a new website
WellRoo made short, science-backed parenting programs for busy parents of elementary school-age kids. It was founded by Steph Peters, PsyD, with a team of psychologists as scientific advisors, and it broke behavior strategies down into five-minute interactive lessons that parents could take on the web or on their phones. In 2020 wellroo.org was a different, earlier site. WellRoo came to us through RNR, the creative studio we share client work with, for a new website in Webflow.
The challenge: explain a new kind of parenting help in a few scrolls
WellRoo's promise was speed: parenting help in less time than brushing your teeth. The website had to keep that promise. Parents arrive tired and skeptical, so the page had to explain in a few scrolls what a WellRoo program is and is not (it is not therapy), who it is for, who wrote the lessons and how they reach a parent's phone through WellRoo's learning partner, EdApp. It also had to sell a monthly subscription to parents while speaking to health systems and schools.
How we built WellRoo's site in Webflow
The site is light and illustrated. A typed headline cycles through everyday moments that take longer than a WellRoo lesson, an animated illustration plays in the hero, and soft shapes carry the eye from section to section. We built The Behavior Guide section with its two tracks, one for parents of elementary school-age kids and one for parents of kids with ADHD, a slider that walks through sample lessons, a team section for the psychologists behind the content, an FAQ and a dedicated sign-up page.
How WellRoo launched
WellRoo's new Webflow site was live on wellroo.org by mid-2021. Parents could read the whole story on one page, check the FAQ, and start a subscription from the sign-up page, with lessons on the web, Android or iOS.
What happened after launch
At the start of 2022 WellRoo paused its course sales to work on something new for families. The same Webflow site carried that news: a short update for parents and a sign-up for news, in the brand they already knew.
Credits
Client: WellRoo. Steph Peters, PsyD (Founder / CEO)
Partner: RNR
Webflow development and interactions: the Fri3nds team
Services: Webflow development, interactions, animated hero, subscription sign-up page
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