“IDS has become a true strategic development partner for all our digital work.
We have found their technical expertise a perfect complement to our in-house creative and digital team and
IDS has been highly dedicated to helping us meet our goals for growth. The Emma’s Diary channel continues to grow and our
plans remain ambitious. We are pleased to have IDS Logic’s trusted support on our journey.”

Gareth Huxtable
Director, Lifecycle Marketing

The Brief

Emma’s Diary is a leading information channel for mums to be and new mums. It offers authoritative content and advice endorsed by the RCGP, plus topical features and insight to connect mums with leading brands. To support growth, Emma’s Diary commissioned IDS Logic to redesign, redevelop and optimise its website making it better placed to serve the needs of its growing user base.

Our Approach

IDS Logic designed and built the new website with an emphasis on a mobile friendly user experience. Using the Sitefinity CMS, we delivered a fully integrated content management platform to the Emma’s Diary editorial team enabling them to manage and grow the inventory of web content using flexible templates and layouts. A bespoke user registration process drives data and converts users into returning visitors. Features available to registered users include special offers, competitions, email subscriptions and voucher redemption.

The Outcomes

Since launching the new website, the Emma’s Diary and IDS Logic teams have continued to work in partnership on a programme of content and web development, website performance optimisation and search and social campaigns.

Our collaboration has transformed the reach of the channel and achieved a significant increase in organic search traffic which has bolstered Emma’s Diary’s position as a market leader, in turn creating further opportunities for major brands in the pregnancy and parenting sector to reach their target market.