Many fertility clinic websites are designed with one primary goal in mind. Babies.
While this imagery resonates with patients actively trying to conceive, it often misses the mark for egg freezing patients. For women pursuing fertility preservation, the goal is not an immediate pregnancy. It is preserving the option of motherhood later in life.
Egg Freezing Is About Optionality, Not Immediacy
Through Freeze.health, where more than 150,000 women have compared egg freezing options over the past nine years, a consistent theme emerges. Women freeze their eggs to keep future choices open.
Common goals shared by Freeze users include:
Possibly having children later in life
Preserving the option of being a mom
Reducing anxiety about future fertility
These patients are not looking for a baby on the near horizon. They are looking for reassurance, clarity, and control.
When Imagery Misses the Mark
Many women report feeling that a clinic “doesn’t get them” when their first interaction is a homepage filled with babies, pregnant women, or family portraits.
Some patients perceive the baby-focused imagery as overwhelming, whereas others interpret it as implying that egg freezing patients are secondary amongst IVF patients in the infertility practice. This disconnect can cause patients to disengage or seek a more egg freezing-friendly clinic.
A Better Approach: Reflect the Patient’s Reality
Egg freezing-focused pages or dedicated landing pages allow clinics to speak directly to this audience without abandoning their broader brand.
What resonates more strongly with egg freezing patients:
Straightforward, educational information
Language that reinforces future flexibility and autonomy
Imagery centered on women, confidence, and possibility rather than outcomes
This approach validates where patients are today, not where they might be years from now.
Why This Matters for Fertility Clinics
Website design and content are often the first signal of whether a clinic understands its egg freezing patients. For egg freezing patients who are already navigating uncertainty this messaging is important.
Clinics that tailor messaging and imagery for fertility preservation create an immediate sense of trust and relevance. That trust carries through to scheduling, consultations, and ultimately treatment decisions.
At Freeze.health, we help fertility clinics understand how egg freezing patients think, feel, and decide. Sometimes, the most impactful change is not clinical at all. It is simply showing patients that you understand them and their current goals.
Sidonia Buchtova PA-C, C-RHI is a co-founder of Freeze Health and a Physician Assistant specializing in women’s health and reproductive psychiatry. Her own personal experience of comparing egg freezing clinics led her and her co-founder to create and launch Freeze Health - a free resource that has helped 150,000+ women decide if, when and where to freeze their eggs.
