In the competitive world of surrogacy agencies, effective marketing strategy isn’t just about building visibility or traffic—it’s mostly about finding the right QUALIFIED surrogate applicants.
RUNNER has identified four critical elements that when done correctly can guarantee surrogacy marketing success.
1. A Well-Designed Surrogacy Agency Website
Your website is often the first impression potential surrogates will have of your brand. It must be thoughtfully crafted to build trust and guide visitors toward taking action, as well as result in what you really want – qualified surrogate applications.
Here are some of the elements that will make your surrogate agency site successful:
A Professional Site Design That Builds Trust
A polished, professional website signals credibility and care—qualities essential for an agency handling such important life events. Invest in quality photography and design that builds trust you are a reputable business.
Surrogate Testimonials That Establish Credibility
Nothing speaks louder than the voices of women who have completed successful journeys as surrogates with your agency. Feature authentic testimonials that highlight the professional support your agency provided throughout their experiences, as well as emotional reward.
Educational Content That Motivates Potential Applicants
Many potential surrogates are curious but hesitant. They often have lots of questions. Comprehensive educational resources—from blog posts explaining the process to FAQs addressing common concerns—your brand can transform curiosity into confidence and ultimately into applications.
Built to Be Fast and Responsive on Mobile
Most potential surrogates will first visit your site on mobile devices. Ensure your website loads quickly and displays perfectly across all screen sizes to prevent losing valuable candidates to frustration. This is also important for both SEO and your ads. If your site is too slow, or it’s difficult to fill out applications on mobile, you will see less surrogate applications overall.
Separate Lanes for Different Audiences
Surrogates, intended parents, and egg donors all have different needs, questions, and journeys. Make sure to create dedicated sections of your website for each audience, with tailored messaging that speaks directly to their specific concerns and motivations.
Clear Call to Action
Lastly, your navigation should include a prominent call to action for your primary action – your surrogate application. This clear path prioritizes what’s most important to you, eliminates confusion and increases conversion rates by making the next step obvious.
Related Reading: How RUNNER drove 5X more leads for Reproductive Options
2. A High-Converting “Become a Surrogate” Application
Once a potential surrogate clicks that all-important button, your application process needs to be optimized to capture qualified candidates. Here’s what we recommend;
Clear Instructions About Qualification Requirements
Be transparent upfront about requirements such as previous successful pregnancies, BMI ranges, and lifestyle factors. This saves time for both applicants and your team by filtering out those who don’t meet basic criteria. It also means a much higher % of your applicants will be qualified.
Multi-Step Forms
Break your application into manageable sections rather than one overwhelming form. We’ve found this approach not only increases completion rates but allows you to capture contact information in the first step, even when applicants don’t complete the entire application.
Outline Next Steps and Set Expectations
On the thank-you page when a potential surrogate submits an application, make sure to clearly communicate what happens next, whether that’s a medical evaluation, phone screening or more. Setting clear expectations builds trust and reduces anxiety for applicants.
3. A High-Intent Paid Advertising Campaign
Targeted advertising, especially Google Search Ads, is the fastest way to quickly build surrogate applications from women who are actively considering surrogacy. We’ve seen the following elements in the highest performing surrogate marketing campaigns.
High-Intent Keyword Targeting
Focus Google Ads campaigns on specific search terms like “become a surrogate in Texas” or “surrogacy agency near me.” These high-intent keywords target women who are actively researching surrogacy, not just curious browsers. Great keyword targeting means a higher conversion rate for surrogate applications.
Hyper-Targeted Location Focus
Concentrate advertising dollars on locations where you need surrogates the most. This geographical precision ensures you’re not paying for clicks from regions you don’t serve, and you can also focus on areas where you see lower cost qualified applications, so your ads budget goes further.
Clear, Motivating Ad Messaging
Your ad copy should immediately address the two questions most potential surrogates have: “Do I qualify?” and “What’s the compensation?” Clear, direct messaging saves your budget by attracting only qualified, serious applicants. This is also a great way to differentiate your surrogacy agency from others who may have more muddled messaging.
4. Comprehensive Tracking Systems
You can’t improve what you don’t measure. Implementing robust tracking systems allows you to refine your surrogate marketing strategy continuously, and we’ve found it’s the key to truly driving qualified applications, because you can more easily define what’s driving results, rather than guessing.
CRM System Implementation
It’s best to use a CRM system to store applications submitted on your site, and to track each surrogate applicant’s journey from initial inquiry through qualification and beyond. This visibility helps identify bottlenecks in your process and ensures no promising candidates fall through the cracks.
Marketing Attribution Analysis
Add tracking into your marketing campaigns so you can determine which marketing channels—whether Google Ads, social media, or referrals—are bringing in your most qualified surrogates. This data allows you to double down on effective strategies and reallocate resources from underperforming channels.
Working with a Surrogacy Marketing Expert
By focusing on these four elements, surrogacy agencies can create a marketing ecosystem that not only attracts more potential surrogates but also identifies and nurtures the most promising candidates.
Implementing these strategies requires expertise from a marketing partner that has worked extensively in Surrogacy and can avoid the mistakes that general marketing agencies wouldn’t know to avoid.
RUNNER has generated thousands of qualified surrogate applications for our clients. Request a free consultation to speak with a surrogacy marketing expert and learn what a partnership with RUNNER would look like.
Surrogacy Marketing Case Study: How RUNNER drove 348 surrogacy leads in 90 days for Global Surrogacy Inc
