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Private midwifery brand and website case study, Cairns
Booked out for the year, and turning work away.
Beneath the Palms Midwifery, Cairns. A website built two years earlier, with no strategy behind it.
3
months to booked out
2
new services added
Where Caitlin started
Caitlin had been a midwife for fourteen years and was booked months ahead through word of mouth. Her website told a different story. It was built two years earlier with no plan behind it, it was clunky to update, and it made her sound like every other midwife.
People choose a private midwife on trust and feel, so that mattered. Nobody had worked out who her care is for, what makes it different, or what someone needs to know before they book.
What we did
01
Started with brand strategy rather than design, so the website had a clear direction to be built around
02
Wrote the messaging in Caitlin's own voice, which was the exact thing the previous website had never managed to capture
03
Rebuilt on a platform that is straightforward to run day to day, so updates stopped being a job she avoided
04
Structured the site around the decision a client is actually making, not around a list of services
What changed
She was already busy before we started, so this was never about going from empty to full. It was about a website that sounds like her, and that does the explaining before she ever speaks to anyone.
Booked out for the rest of the year within three months of launch, with two new services added a couple of months after that.
“Yes! It's amazing. I get so many enquiries but having to say no is really hard but not a bad problem to have.”
Caitlin Mason
•
Beneath the Palms Midwifery
The care was always there. Now the website sounds like her.
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