Pregnancy Helpline Doubles Google AdWords Score

Pregnancy Helpline Doubles Google AdWords Score

More women and families looking for help in the midst of an unexpected or difficult pregnancy are likely to find it, thanks to a website refresh of Heartbeat International’s 24-7 helpline, Option Line.

The site,, has already doubled five of its Google AdWords quality scores since the new version went live March 26.

Of Option Line’s 29 paid Google AdWords, 26 have shown a marked quality improvement, while five have doubled in quality in the refreshed site’s first week. Option Line, which launched in 2003, has answered the calls, texts, emails, and live chats of over 2 million people—surpassing that milestone in July of 2014. 

“We are absolutely thrilled to offer a refreshed version of Option Line to women and families who are in desperate need of the emotional support and practical resources pregnancy help organizations provide,” Heartbeat International President Peggy Hartshorn, Ph.D., said. “Option Line is the fulfillment of a vision our founders shared over 40 years ago, and it is truly and honor to continue to improve upon this vital service.”

Staffed around the clock every day of the year, consultants at Option Line’s contact center tap into a network of over 2,000 U.S. and Canada-based pregnancy help centers, medical clinics, maternity homes, and non-profit adoption agencies to connect contacts to local life-affirming help.

With its new home on the web featuring an all-new layout, new content, navigation, and mobile functionality, Option Line figures to improve upon its current clip of over 17,000 monthly contacts.

“Our hope for this redesign has been to remove every barrier possible between a woman seeking real help and truly finding it,” Director of Option Line Bri Laycock said. “It is such a joy to see the potential these early returns represent, and we are very hopeful we can reach more women and families with the improvements we’ve been able to make.”

The new site, which was designed by Clay Media Group, comes equipped with a pregnancy center locator, live chat functionality, and a “Click to Text” option on the mobile version, in addition to its 14 pages addressing topics such as parenting, adoption, abortion, abortion health and safety, and after-abortion support.

Reflecting Heartbeat International’s commitment to better serve the Latino community, the site—geared to women and families in the United States and Canada—is fully available in Spanish. With a goal to reach 100 percent Spanish coverage within the 2015 calendar year, Spanish-speaking Option Line consultants are currently available a weekly average of 21 hours per day.

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