Pinterest Management Case Study: Building Search Visibility for a Fertility Coach
One of the things I love most about Pinterest is its ability to reach people when they’re about to plan something, learn something, or solve a problem. Pinterest is one of the most powerful platforms for knowing what people need before they do.
Businesses that answer searches with their content are the ones who are set to gain from this powerful platform as long as there’s a solid Pinterest strategy implemented, not just pins going out and hoping for the best.
When I took over Pinterest management for a fertility coach, she had the typical story many business owners have with the platform.
She’d tried to pin a few things, didn’t really understand what she was doing, and gave up.
The one thing she didn’t give up on was that her audience was on Pinterest and she needed to be there.
I’m going to take you on a behind-the-scenes look at the Pinterest strategy I built, what it produced, and, because I believe in being transparent about the full story, what happened when that momentum was cut short.
What I built was the start of search visibility that led to clicks that would eventually lead to leads, sales, and revenue.
Spoiler: she still has visibility for her business even though she’s not active. That’s the power of having Pinterest circulate your content.
About The Pinterest Management Client and Where We Started
My client was a fertility coach helping women navigate one of the most emotional journeys of their lives.
Her content was well written and answered search intent for some of the biggest keywords in the niche.
The potential was there, but her Pinterest account wasn’t optimized and ready to help that content reach the people who needed it.
Any pinning she’d done was inconsistent, didn’t use keywords, and the text overlays on her pins weren’t speaking to the specific things her audience was searching for.
Fertility content is a unique niche to work in because the audience isn’t casually browsing.
They’re searching emotionally – hope, anxiety, and urgency are the drivers of their desire to figure out their fertility struggles.
That meant pins had to do two things at once: show up in the right searches, and speak directly to how the searcher is feeling when they land on them.
Here’s what I found when I audited the account:
Her original pinning attempts didn’t include keywords or intent. Her imagery was pictures of herself with text overlays that described the content generically instead of answering the specific search.
In fact, a lot of her pins focused on her instead of her audience, which is a big mistake on Pinterest.
Existing content assets (her blogs, sales pages, guides, and resources) were only being pinned one way, instead of targeting multiple search angles to reach people at different parts of their journey.
The Pinterest Management Strategy I Built
Decision 1: Pin Design Built Around Search Intent
I created pin templates that could be edited for different text overlay lengths and still be visually compelling enough to stop the scroll. My goal was to make every searcher feel like the pins were written for their exact situation. I also moved away from using only the blog post or content title as the text overlay. In certain cases, the pin text overlay needed to be specific to earn the click.
Decision 2: Keyword Strategy
Every account I manage starts with creating a keyword bank.
The reason is two-fold: it’s nice to have search terms in one place so that when I’m designing pins, I don’t need to look far for the info; it’s also helpful for my client when they’re looking for content ideas – there’s nothing better than creating content that people are searching for.
Once I’ve done my research, I use the keywords across pin titles, descriptions, and boards. A keyword bank is also helpful to ensure you don’t target the same search term over and over again.
Using a wide variety of keywords expands discoverability and places her content in front of new people.
Decision 3: Multiple Angles From the Same Content
I think of Pinterest pins as archives, which means you aren’t pinning a piece of content once.
Instead, you’re adding pins to the archive from multiple angles, hoping they’ll keep circulating.
I used this methodology when pinning for this client. For example, I created pins that targeted ‘fertility diet plan’ and ‘foods that boost fertility naturally’ – this builds an archive that targets multiple search angles, all from the same piece of content.
What The Pinterest Strategy Produced
Over the months I managed the account, every core metric moved substantially.
Overall growth during the management service period:
Impressions 30.33k ↑ 102%
Engagements 1.64k ↑ 146%
Outbound Clicks 326 ↑ 1,368%
Saves 406 ↑ 87%
Total Audience 16.9k ↑ 75%
Engaged Audience 885 ↑ 99%
Let’s look at the outbound clicks: a 1,368% increase in outbound clicks means the account wasn’t just getting more impressions; it was starting to send qualified traffic.
That’s the metric that actually moves the needle toward booked calls and new clients.
Here’s a snapshot of the account’s 30-day growth just before services ended:
The Pinterest Ebb and Flow And Being Honest About How This Ended
I don’t think a case study is honest if it only shows the green arrows, so here’s the full story.
Across the months of performance data, you can see the pattern clearly: a slow, choppy start, followed by an upward climb, with impressions, engagements, and outbound clicks growing steadily.
That climb is what a Pinterest strategy starting to work looks like.
Unfortunately, this account didn’t get to keep growing as services ended before I could get even more results.
The client relationship fell apart, and I ended services (that’s very hard to do, but sometimes it’s the best choice).
You can see when consistent management ended in the data itself: after months of steady growth, the final data points on every chart – saves, engagements, impressions, outbound clicks – turn sharply downward.
That’s not because the Pinterest strategy wasn’t working.
It’s proof that consistency is needed to build momentum.
It actually shows how much the consistency itself was doing the work.
When pinning stopped, so did the momentum – which is the clearest evidence I can offer that the growth wasn’t luck. It was the direct result of ongoing, active Pinterest management.
What Pinterest Could Mean For Your Business
If you’re a coach, practitioner, or service provider that has a library of content that people would be searching for, Pinterest might just be the platform you need to get more out of it.
Good pin design, a keyword strategy grounded in search intent, and repurposing your existing content across multiple angles are principles that apply whether you’re in fertility coaching, wellness, or any other service-based business.
Pinterest keeps your expertise in front of people searching for what you offer, often before they’ve found you anywhere else.
If you have existing content, you don’t need to create more to see results. You need a strategy that puts what you already have in front of searchers and the consistency to keep it there.
Check out my Pinterest management services or book a call to learn more about what a strategic Pinterest account could do.
Other Pinterest Case Studies:
- Consistent Traffic and Revenue for a Gardening Blog
- Pinterest Client Success Story: What an Account Build Looks Like for a Service Provider
- What Content Circulation Looks Like: A 10-Year Pinterest Case Study
- What Happens When Content Stays in Circulation: A Pinterest Case Study of Sustainable Growth
- Pinterest Marketing Case Study for a Professional Organizer
