The Midwife's Nest case study
A calm website for a new Cairns midwife, built to be found.
A brand new private midwifery practice, a brand new domain and no online presence. Here is how strategy, research and execution turned that into a website that feels as personal as her care.
Client: Narelle Ashworth, Registered Nurse and Endorsed Midwife
Location: Cairns City, Queensland
Visit the website
01 Strategy
Lead with calm, not clinical.
Narelle has cared for Cairns families since 2006 and runs The Midwife's Nest as a private, midwife led practice. The strategy was simple: make the website feel like her clinic room. Calm, personal and unhurried.
Then put the facts that change a decision right at the top. You can call her directly, with no GP referral needed. She works alongside your GP and Cairns Hospital, not instead of them. And everything is local first, with Cairns in every headline, because her families are local and so is the search.
- Calm and personal, so the site sounds like Narelle.
- No GP referral needed, said early and said plainly.
- Local first, built around Cairns from the first word.
02 Research
What Cairns families need to know before they call.
- The first questions are practical. Do I need a referral? Who will I see? What will it cost, and does Medicare help? The site answers each of them before anyone has to pick up the phone.
- People search with the place in mind. The site is shaped around the way local families look for care: a midwife in Cairns, antenatal care in Cairns, postnatal care in Cairns.
- The name is shared. Several midwifery services around Australia already use "The Nest" in their names, including practices in Newcastle and Western Australia. A new domain has to earn its place, even for its own name.
- Trust comes before persuasion. Midwives are regulated health practitioners, so the site informs rather than sells: clear facts, clear fees, and a clear note that it is not an emergency service.
03 Execution
Five pages, one clear journey.
- Five focused pages: Home, Antenatal Care, Postnatal Care, Meet Narelle and Contact.
- Three named ways to care, Nest Beginnings, Nest Journey and Nest Support, so families can see where they fit.
- A week by week journey, from the first positive test to the first six weeks at home.
- A full fee table with Medicare rebates, so cost is never a guessing game.
- A soft, nature led design: her wreath logo, elegant serif headings, sage and blush tones, and real photos of Narelle in her clinic.
- Local search foundations on every page: Cairns in each page title and main heading, unique meta descriptions, descriptive image alt text, a sitemap and structured business data.
- A tap to call bar on mobile, and "Start your journey" on every page.
04 Result
Live, indexed and found by name.
The site went live in mid October 2026. Within days Google had indexed it, and The Midwife's Nest was showing when people searched for the practice by name.
"It's def working now... Thank you so much! I love it!!!"
Narelle Ashworth, The Midwife's Nest
What's next
A website is the start, not the finish.
Google Business Profile
A verified, complete profile so the practice shows on the map for midwife searches in Cairns.
Reviews
A simple, compliant way for families to leave a Google review once their care is complete.
Online booking
Connecting her Halaxy booking to the site, so a visit can become a confirmed appointment.
Your business next
Want a website that gets found and gets the call?
Tell Anthony where things stand and what you'd like to change. You'll get direct advice on whether your website, search visibility or advertising could do more.
