The work · Kinspire · 2026
Website
A marketing site built for customers, search and AI.
The story
A storefront that AI can read, too.
I used to believe your website was your digital storefront. I still do, but now it’s also a critical entry point for AI-driven discovery. As people turn to AI for answers and recommendations, a website has to work for three audiences at once: the customer, traditional search engines and the AI platforms helping people decide what to do next.
When Kinspire evolved from telehealth therapy into an AI-powered parenting platform, we needed an entirely new website built for that world. I combined our new visual identity and brand system with Google’s guidance for generative AI search, then used Claude to wireframe the site and write detailed context documents that made our brand, components and rules reusable across every page. From there, I used Cursor to build the site in Next.js, so I could create forms, landing pages, tracking and features directly instead of stitching together a stack of SaaS tools.
The result is a system we can change at the speed of marketing: launch and test new landing pages, publish new content, make global updates and control analytics and conversion tracking without waiting on an agency, a developer or another platform.
AI didn’t just help me build the website faster. It changed what I could own as a marketer.
Who it’s for
One site, three audiences.
Every page had to earn its place with a parent, a search engine and an AI assistant at the same time.
Feel understood
Warm, brand-forward pages that meet a parent at their exact challenge, with one clear next step: get started for free.
Get found
A page for every condition, city and question families search for, all linked into one clear structure.
Get recommended
Direct answers, expert profiles and a deep FAQ that give AI assistants trustworthy content to cite.
The sitemap
65 templates. 400+ pages.
A small set of reusable templates powers the whole site, so one update reaches hundreds of pages at once.
- How It Works
- Why Kinspire
- Precision Parenting™
- 1:1 Sessions
- Pricing
- About
- State of Parenting
- Get the App
- Testimonials
- States We Serve
- ADHD
- Autism
- Sensory
- Executive function
- +14 more
- One template
- Every city we serve
The homepage
Built to tell the story in one scroll.
Each section answers the next question a parent has, from “Is this for me?” to “What does it cost?”
- HeroThe promise, a real family photo and one call to action.
- Diagnosis tickerA scrolling list of the challenges we support, so parents see themselves right away.
- “We’ve been there”The problem families face and how Kinspire solves it.
- Precision Parenting™The clinical framework behind every recommendation.
- How we helpA simple diagram of the support system around each family.
- ExpertsA carousel of the clinicians in your corner.
- App screensThe product itself, on a bold blue band.
- Six system toolsThe features families use every day.
- TestimonialsThree parents, in their own words.
- PricingPlans side by side, with no surprises.
- FAQ teaserThe top questions, answered, with a link to all 55.
Condition page
×18
What it looks like at home, the science behind it, how Kinspire helps and the experts who specialize in it.
Podcast episode page
×12
Every episode gets its own page, with the transcript, show notes and free downloads.
FAQ page
55 Q&As
Ten sections of direct answers that parents, search engines and AI assistants can all use.
How I built it
From brand system to live site.
No agency, no page builder. Just a clear system and AI tools that let one marketer ship like a team.
- 01
Brand system
Started with Kinspire’s new visual identity: colors, type, components and voice.
Brand - 02
AI search strategy
Applied Google’s guidance for generative AI search to the structure of every page.
Research - 03
Wireframes and context
Wireframed the site and wrote context documents that made the brand, components and rules reusable.
Claude - 04
Build and own it
Built the site in Next.js, with forms, landing pages and conversion tracking in-house.
Cursor · Next.js
Research, built in
Customer research, turned into an experience.
We surveyed 14,000+ parents for Kinspire’s State of Parenting Report, then turned the findings into an interactive page. The research does double duty: it shows parents they’re not alone, and it gives press, search engines and AI a trusted source to cite.
- Findings from real families, not assumptions
- Charts and callouts built for scanning
- Every insight leads back to how Kinspire helps
There are very few dead ends with Jennifer.
“She can think through the implications of a pricing strategy change one minute and deliver a podcast the next that absolutely nails the brand voice and positioning. She’s strategic and creative, analytical and empathetic… She understood that the brand wasn’t just what we put into a website or a campaign. It was everything a family experienced when they interacted with us.”
Brent DailyManaged Jennifer directly at Kinspire · GTM & VP Marketing, B2B SaaS & HCM Technology