Your SurrogateFinder profile is often the first introduction an intended parent, prospective surrogate or donor has to your organisation. A strong profile does not need exaggerated claims. It needs clear information, professional presentation and enough detail for the right people to understand whether your services fit their needs.
The short answer: Complete every relevant field, use an accurate agency name and location, upload a professional logo or image and explain who you serve, where you work, what services you provide and how your process operates. Specific, verifiable information builds more trust than broad promises.
This guide explains how to create or improve an agency listing on SurrogateFinder while presenting your organisation responsibly.
Start with accurate business information
Use the agency’s recognised public name consistently. Avoid adding promotional phrases, repeated keywords or unnecessary locations to the name field. The profile should make it easy for a visitor to identify your organisation and confirm that they have found the correct business.
Check the spelling and formatting of:
- agency name;
- country, region and city;
- website address;
- telephone number;
- business email address;
- named contact person where appropriate.
Select the agency’s primary physical location accurately. If you support clients or candidates across several states, provinces, regions or countries, explain that wider service area naturally in the “About the agency” section rather than entering a misleading address.
Use a professional logo or representative image
A clear image makes a profile easier to recognise in search results. Your agency logo is usually the most suitable choice. Use a high-quality version with enough space around it so it remains legible when displayed as a thumbnail.
If you use a team or office photograph, make sure you have permission from everyone shown and that the image remains understandable at a small size. Avoid screenshots, stretched graphics, dense text, stock images presented as real clients and photographs of children or families without appropriate consent.
Keep visual branding consistent with your website and other verified channels. Consistency helps visitors recognise that the profile is genuine.
Write a useful opening paragraph
The first lines of the description should answer the most important questions immediately:
- What type of organisation are you?
- Where are you based?
- Who do you help?
- Which services do you provide?
- Which locations do you serve?
For example, an agency might explain that it coordinates gestational surrogacy journeys for intended parents and surrogates in particular US states, or that it supports domestic and international intended parents using a defined network of clinics and lawyers.
Avoid beginning with vague claims such as “the best agency” or “making dreams come true.” Warm language can support your message, but visitors also need concrete information.
Explain exactly who you serve
State whether you work with intended mothers and fathers, couples, single parents, LGBTQ+ intended parents, international clients, gestational surrogates, egg donors or sperm donors. If eligibility depends on geography, age, marital status, medical circumstances or local law, explain the broad criteria sensitively.
Agencies looking for candidates can include relevant requirements in their description. For example, an egg donor agency may state the age range it generally accepts in the “About the agency” section. A surrogacy agency can explain its broad surrogate eligibility requirements while making clear that formal medical approval comes from a fertility clinic.
Inclusive language is valuable, but only describe services you actually provide. If your programme cannot support a particular family type or jurisdiction, clarity saves time for everyone.
Describe your services without overclaiming
List the work your agency genuinely performs. Depending on the organisation, this may include:
- initial consultations and journey planning;
- surrogate or donor recruitment;
- preliminary screening;
- matching and introductions;
- appointment and document coordination;
- referrals to clinics, lawyers and counsellors;
- insurance or escrow coordination;
- pregnancy support and birth planning;
- travel or international case support;
- post-birth administrative assistance.
Distinguish services delivered directly from those supplied by independent professionals. An agency can coordinate medical screening but should not imply that agency staff replace the fertility clinic. It can introduce lawyers but should not describe coordination as independent legal advice.
Our article about what a surrogacy agency does can help you describe these responsibilities accurately.
Explain your screening process
Intended parents and prospective candidates want to know what “screened” means. Rather than using the word by itself, describe the broad steps your agency coordinates or completes before a match.
You might explain whether the process includes identity checks, interviews, pregnancy-history review, background checks, references, psychological evaluation, medical record collection or clinic assessment. State clearly which checks occur before a profile is presented and which happen after a potential match.
Do not describe a candidate as medically cleared unless the relevant fertility clinic has completed its assessment. The distinction between agency pre-screening and professional clearance is explained in our screening guide for agencies, intended parents and surrogates.
Show experience with meaningful detail
Visitors may find information about your history reassuring when it is specific and accurate. Consider including:
- the year the agency was established;
- the professional backgrounds of key team members;
- languages spoken;
- regions or jurisdictions in which you regularly work;
- the types of journeys your team supports;
- relevant memberships, licences or accreditations;
- special experience with international or complex cases.
Only use credentials and memberships that are current and can be verified. Avoid presenting years of combined staff experience as though the agency itself has operated for that period.
Be careful with success claims and guarantees
Surrogacy and donor journeys depend on medical, legal and personal factors outside an agency’s control. Do not guarantee a match, embryo transfer, pregnancy, birth, timeframe or legal result.
If you publish statistics, define exactly what they measure, the period covered and the number of cases involved. A “success rate” might refer to matching, clinical pregnancy or live birth, which are very different outcomes. Statements should be truthful, supportable and not misleading.
The US Federal Trade Commission advises that advertising claims must be truthful, not deceptive or unfair and supported by evidence. Agencies operating elsewhere should also follow all applicable advertising and consumer-protection requirements.
Make fees and next steps understandable
You do not necessarily need to publish every fee on the profile, but visitors should understand whether you offer a free consultation, how to request current pricing and what the next step involves. Avoid implying that one headline price represents the full cost of a journey if major third-party expenses are excluded.
If you mention programme fees, explain whether medical treatment, legal services, insurance, escrow, travel, surrogate expenses, donor costs or other professional services are separate.
Link interested readers to a current page on your website or invite them to contact the agency for an itemised explanation. Our guide to surrogacy costs provides useful context for intended parents.
Describe how communication works
A profile becomes stronger when it explains what support feels like in practice. Tell visitors whether each journey receives a dedicated coordinator, how often clients receive updates, which languages are available and whether there is after-hours support for urgent situations.
Do not promise continuous personal access unless the agency can genuinely provide it. Clear response expectations are more credible than broad statements such as “available 24/7.”
If coordinators are central to your service, link readers to what intended parents should expect from a surrogacy coordinator.
Explain your professional network
Describe how your agency works with fertility clinics, lawyers, mental-health professionals, insurance specialists and escrow providers. Explain whether clients may select their own professionals and disclose referral or ownership relationships where required.
Avoid suggesting that every connected provider is independent if there is a financial or organisational relationship. Transparency helps intended parents make informed decisions.
Our guide to how clinics and surrogacy agencies work together can help you present these roles correctly.
Use testimonials responsibly
Short testimonials can help visitors understand the client experience, but obtain permission before publishing them and never reveal private details without consent. Do not invent reviews, remove important context or present an exceptional outcome as typical.
If a testimonial comes from someone with a material connection to the agency, that relationship may need to be disclosed. Follow the rules that apply in the jurisdictions where the profile and services are marketed.
Include natural search terms
A useful description naturally mentions the services and locations prospective clients search for. Phrases such as “gestational surrogacy agency in California” or “egg donor programme serving international intended parents” can be helpful when they accurately describe the organisation.
Do not repeat the same phrase unnaturally or create a list of cities the agency does not genuinely serve. Write for people first. A clear description of services, location and expertise already provides strong search context.
Use the location fields correctly
SurrogateFinder visitors can browse and search using country, region and city. Choose the agency’s real primary location so the profile appears in the correct geographic results. Selecting a country can allow visitors to explore agencies across its regions, while more specific region and city choices help narrow results.
If the profile form only allows one primary region or city, use the main office location and describe additional service areas in the agency description. Do not change the location merely to appear in unrelated searches.
Keep contact information current
Test every contact method before publishing. Use a monitored email address, a current website and a telephone number that reaches the appropriate team. Explain the preferred method and likely response time.
Avoid placing conflicting contact details in several parts of the description. When staff, domains or telephone numbers change, update the profile promptly.
Review the profile on desktop and mobile
After saving the profile, view it as a visitor would. Check that the logo is clear, paragraphs are readable, important information appears early and links work. Long unbroken text is difficult to scan, so use concise paragraphs and a logical order.
Ask someone unfamiliar with the agency to read the profile and answer three questions: what does the agency do, where does it operate and how should a visitor make contact? If any answer is unclear, revise the profile.
Update the profile regularly
Review the listing at least every few months and whenever services, eligibility, fees, locations or contact details change. An outdated profile can create more harm than a short one because it sends visitors into the wrong process.
Updates are also an opportunity to improve vague wording, add a better image and remove unsupported claims. The strongest profile reflects the agency as it operates now.
A practical profile checklist
- Agency name and primary location are correct.
- Logo or representative image is clear and authorised.
- The opening paragraph explains who, where and what.
- Service areas and eligible audiences are specific.
- Direct and third-party services are distinguished.
- Screening stages are explained accurately.
- Experience and credentials can be verified.
- Success claims are defined and supportable.
- Fees and excluded costs are not misleading.
- Communication and response expectations are realistic.
- Contact details and links have been tested.
- The profile has been checked on mobile and desktop.
Create or improve your agency profile
Agencies can create a SurrogateFinder agency profile and appear alongside other organisations in the agency directory. Complete the available fields carefully and use the description to answer the questions prospective clients and candidates are most likely to ask.
SurrogateFinder is an online matching platform, not a surrogacy agency, fertility clinic, legal adviser or medical provider. Each agency remains responsible for the accuracy of its profile, claims and services.
Frequently asked questions
What should an agency put in its SurrogateFinder description?
Explain where the agency is based, locations served, who it helps, services provided, screening approach, relevant experience and how to make contact. Put the most useful information near the beginning.
Can an agency list every state or region it serves?
Use the location fields for the genuine primary location and explain broader service areas in the description. Only claim areas where the agency actually works and understands the applicable process.
Should an agency publish its fees?
Publishing fees can improve transparency but is not the only option. At minimum, explain how to request current pricing and make clear that medical, legal, insurance, escrow, travel and participant expenses may be separate.
Can an agency include surrogate or egg donor age requirements?
Yes. Broad eligibility information, including a typical age range, can be added to the “About the agency” description. Explain that final eligibility depends on the complete screening and clinic requirements.
How often should an agency profile be updated?
Review it every few months and whenever contact information, services, eligibility, fees, locations or policies change. Correct inaccurate information as soon as it is identified.
Sources and further guidance
- Federal Trade Commission: advertising and marketing basics
- Federal Trade Commission: endorsements, reviews and material connections
- American Society for Reproductive Medicine: recommendations for practices using gestational carriers
- GOV.UK: the surrogacy pathway for intended parents and surrogates
Important: This article provides general profile and marketing guidance, not legal, medical or regulatory advice. Agencies should comply with the advertising, privacy, professional and surrogacy requirements that apply in every jurisdiction where they operate.