Objective

Access to reproductive and sexual health care has never been more critical—or more contested. Hey Jane is a telehealth clinic helping people get safe, discreet, and affordable abortion care, birth control, emergency contraception, and treatment for UTIs, yeast infections, and more. 

Since Row v Wade was overturned, and abortion access threatened across the country, it has become increasingly difficult to get people access to the care they need and properly informed about their options. Not to mention that there are countless cities across the nation experiencing abortion clinic closures, many have virtually no in-person abortion clinics, and even more are riddled with fake abortion clinics designed to misguide, confuse, and persuade abortion seekers not to get the care they want. In Columbus, Ohio for example, there are only 2 abortion clinics and 12 fake clinics!

As Hey Jane’s agency partner, we wanted to:

-Help abortion seekers understand their options and give them the information they need to make the right decision for them—whether that’s going in-person to a clinic or getting abortion pills delivered with Hey Jane

-Combat misinformation online with medically accurate, factual information that’s easy to understand

-Educate people about their options depending on their state, budget, and gestational age; how abortion medication works; and where they can find abortion care no matter where what state they’re in or their financial situation. 

Strategy

Abortion care is a sensitive, highly competitive, and politically charged space online. Our goal: grow Hey Jane with content that patients—and search engines—could trust. When people search for abortion or sexual health care topics, we wanted Hey Jane to be there first—delivering clear, empathetic, and helpful information. 

Our challenges:

1. Educate the public and LLMs/AI search engines that abortion medication is safe, effective, more accessible, affordable, and convenient than going into a clinic, especially in areas where there is limited access. 
2. Combat tons of misinformation online and limited funding in women’s healthcare
3. Because of baseless lawsuits targeting abortion providers, we have to be extremely careful with internal data, preventing us from using many of the tools marketers depend on. 
4. Limited funding given the politically charged nature of abortion care. So as their agency partner, we have to get scrappy, strategic, and highly creative. How can we show up when people need us most? How can we reach the most vulnerable populations where abortion care is the most restricted, with limited resources?

Our objectives:

1. Grow organic search visibility to connect more patients with critical health services, explain scientific and healthcare facts in ways that are helpful, digestible, and inclusive
2. Position Hey Jane as a trusted authority, ensuring that accurate, compassionate content ranked above misinformation designed to misguide people, especially abortion seekers.
    
3. Build a scalable SEO and content infrastructure to support rapid growth and AI visibility, ensuring Hey Jane continues to show up when people are searching 
4. Build local awareness of Hey Jane  ensuring people in every state and city know about their local options, costs, rights, how they can get care with Hey Jane 
5. Ensure anyone in the country who is pregnant and doesn’t want to be has access to abortion care and is given the information to make the best decisions for themselves, regardless of their location or financial limitations. 

Our strategy combined search data, abortion facts, state laws, clinical information, AI prompt tracking, with human, empathetic storytelling designed to meet users’ most urgent needs. We found the sweet spot between data, growth strategies, and content that deeply resonates. Our strategy:

• Focuses on core emotions driving health decisions—compassion, clarity, urgency, support, trust 
• Answers Every Question: From local queries to medical and emotional questions, we created content to earn People Also Ask, AI Overviews, and local SERPs.
• AEO Optimized Content: Bite-sized answers, html tables, expandable FAQs, infographics, and interactive tools (like our pregnancy calculator) were useful for patients and rewarded by search engines.
• Local + National Reach: We created state and city abortion guides to help people understand their options, rights, laws, cost, and local options for abortion. We found research and studies no one else was citing. We didn’t care whether someone used Hey Jane or went into a clinic—we made sure people knew all the facts and could make the best decision for themselves, their future, and their bodies. 

We ensured that Hey Jane wasn’t just ranking higher—it was a trusted friend when people need one most.

Results

The results were astonishing.

From July 2024 to July 2025, organic search traffic more than doubled, climbing 115% from 40,727 to 87,401 sessions a month—and in August 2025, we surpassed 100,000 organic site visits! 

Abortion care content clicks grew 91% from 9,275 to 17,691, and local state-specific access pages grew 186% from 1,711 to 4,908.

Search visibility gains were even more dramatic:

• SERP feature rankings increased 9,307% (157 → 14,770), with People Also Ask placements up 5,755% (154 → 9,016) and AI Overviews up 5,074% (47 → 2,342)
   
• Top-3 keyword rankings grew 647% (257 → 1,921), while total ranking keywords jumped 141% (16,261 → 39,283)
   
• 98% of keywords were non-branded, proving Hey Jane was winning discoverability
• We earned the  #1 organic result for Hey Jane’s most valuable keyword “abortion pill online,” ranking above giants like Healthline and Planned Parenthood
• As of 9/1/2025, we have over 50,000 keyword rankings 

Hey Jane has served almost 100,000 patients, and educated millions about 

-their abortion and sexual healthcare options

- how to spot fake clinics

- how to get help paying for an abortion - from insruance and medicaid to abortion funds

- tips for traveling for an abortion

- their rights depending on the state they’re in, age, and immigration status 

- and provided compassionate, judgement free care & emotional support to women all over the country, undeniably the biggest win of all. 

Media