From a generic website she had outgrown to booked out for the year, with two new services and more of the right enquiries than she can take.
How brand strategy and a conversion-led Webflow website gave a private midwife in Cairns a brand that finally sounds like her, and the clarity to attract the clients she does her best work with.
- Client:Beneath the Palms Midwifery
- Industry:Midwifery
- Service:Website BuildsBrand Transformation
- Website:See it live →
Where Caitlin was when I first spoke with her.
Caitlin Mason is not a new midwife finding her feet. She has been a midwife for fourteen years, three of them running her own private practice, Beneath the Palms. Her care is deeply personal and completely individualised. She does the slow, investigative work of understanding a woman's fears about birth and motherhood, she champions informed choice, and she brings a real focus on mental health, drawn in part from her own experience of postnatal depression. Her word of mouth was already strong. She was booked out months ahead. Clients were not the problem.
The problem was that none of that came through online. Caitlin had paid someone to build her a website almost two years earlier, but it was design only, with no strategy behind it. It sat on WordPress and Divi, she found it clunky and hard to use, and she could not easily update it herself. Worst of all, it made her sound like every other midwife, when her whole point of difference is that she is nothing like every other midwife.
In her own words, she did not like her website because it was not saying what she wanted it to say. She wanted a site that felt like her. Underneath that was a frustration she named clearly in our strategy session: she finds it genuinely hard to articulate her work and explain what sets her apart, even though she knows exactly how differently she cares for the women she works with. She wanted the right open-minded clients, and the GPs and practitioners who refer to her, to be able to find her and instantly understand what she does.
What the Authority by Design process found.
The gap was the whole story. Caitlin offers bespoke pregnancy and postpartum care, an hour-long, unstructured deep dive into what each woman actually wants and fears, full midwifery scope that does not require a GP running alongside her, and a level of emotional safety most people have never had from a health provider. Her old website flattened all of that into a generic midwife brochure. The distance between how good and how distinctive she was, and how she appeared online, was enormous. That gap is exactly what the Authority by Design process is built to close.
So I repositioned the entire brand around her actual point of difference: a completely tailored, individual experience, not standard care. I wrote everything in warm, women-centred, first-person language, the way Caitlin genuinely speaks, deliberately avoiding a clinical tone and the medical jargon she cannot stand. I built a dedicated Meet Caitlin page written specifically for GPs and referrers, so a busy practitioner could understand her scope and refer with confidence in under a minute. And I simplified her pricing down to the two initial consults that actually matter for a first enquiry, so nobody bounces at a wall of numbers.
Then I built the foundations underneath it. I moved her off WordPress and Divi onto Webflow, so the site is clean, fast, and something she can finally edit herself. I created a resource page of evidence-based information for both clients and practitioners, which doubles as genuine SEO fuel in a competitive local search space. I ran keyword research for her pregnancy and midwifery terms, integrated her existing Haxi booking system so nothing broke in her workflow, and linked Google Analytics and Search Console so we could see what was working from day one. The strategy and the build were the same thing. The website is Caitlin's difference, finally made visible.
What changed.
Caitlin was already busy before we started, so the shift was not about going from empty to full. It was about a brand that finally matches the calibre of her work, and the confidence and clarity that comes with it. Since launch she has been booked out for the rest of the year and has added two new services to her business, expanding what she offers because the foundation is now there to support it.
The enquiries tell the story better than any dashboard. In her words, she gets so many enquiries that having to say no is genuinely hard, though as she puts it, that is not a bad problem to have. The website is attracting more of the right people, the open-minded clients she does her best work with, and it is doing the job her old site never could: explaining who she is before she ever speaks to them.
Most of all, Caitlin feels seen. She told me the project brought her business out into the world the way she sees it and does it. After a hard year, that mattered. She now gets to pour her energy into the deep, individualised care she is brilliant at, and let the website carry the weight of explaining, filtering and attracting the right women to her practice.
"It is amazing. I get so many enquiries, but having to say no is really hard. Not a bad problem to have. Thank you so much. I appreciate everything you have done for me, and bringing my business out into the world the way I see it and do it. Last year was really tough for me and I am grateful to you, as you have been a big part of my healing journey. I know I will be coming back to you frequently as I continue to evolve my business."
