What to expect when expecting

How we rebuilt a trusted practice's online presence, and watched it start ranking on Google within eighteen days of launch

Some businesses have already done the hard part. They've built trust, built relationships, and built a genuine following. What they're missing is a website that actually reflects that work, and lets new people find it in the first place. East Anglian Midwives were exactly this kind of business.

The Problem: Loved Locally, Invisible on Google

Beth and Kirsti, the independent midwives behind East Anglian Midwives, had built a loyal following on social media. Families across Suffolk, Norfolk, Essex and Cambridgeshire knew them, trusted them, and followed their journey closely. Their old website told a different story. It didn't reflect who they were as midwives or as people, and it certainly wasn't helping new families find them when they searched for independent midwifery care.

There was a quieter barrier too. Past experience with web developers had left Beth and Kirsti genuinely wary of starting the process again, unsure whether handing their story to someone new would be handled with the same care they gave their clients.

The Solution: A Website Built Around Who They Already Were

We built a fully branded website around Beth and Kirsti's existing voice and social media presence, rather than asking them to fit into a template. Every page was structured with search in mind, so families actively looking for independent midwifery support across four counties could actually find them.

A few features mattered particularly, and we built the site around them directly:

A trusted business directory. Independent midwifery rarely happens in isolation. Families often need doulas, postnatal support and other local specialists alongside their midwifery care, so we built a dedicated directory for Beth and Kirsti to recommend the professionals they genuinely trust.

Analytics built in from day one. Rather than launching and hoping, Beth and Kirsti can see exactly how people are finding them and what they're searching for.

Accessibility as standard, not an afterthought. The site was built to WCAG 2.1 AA accessibility standards throughout, ensuring it works properly for every visitor, regardless of how they browse the web.

Ongoing hosting designed for growth. With hosting and support in place, Beth and Kirsti can keep publishing birth stories, blog posts and updates without calling a developer every time they want to share something new.

The Result: A Website of Dreams, and the Numbers to Back It Up

The build was delivered in two weeks. Beth and Kirsti called the finished site "our website of dreams", not because it looked impressive on a portfolio somewhere, but because it finally felt like them.

Since launch, they've built out their business directory and are actively growing it, and left a five star review describing the process from start to finish, with no task too big or too small along the way.

What Happened in the First Eighteen Days

This is where the story moves from anecdote to evidence. Using Foresight, our own site health and SEO monitoring platform, we tracked exactly how the new site performed in Google Search in its first eighteen days live.

Editor note: The lower the position number, the better it is! The higher the impression and click number, the better!

The homepage alone generated 681 impressions and 50 clicks, sitting at an average position of 11.2, essentially the top of page two, for a site that had been live for under three weeks with zero advertising spend.

East Anglian Midwives now ranks first on Google for their own name, appearing in position 1.0 for the query "east anglian midwives" itself, exactly what you want to see for a brand new site: found instantly by anyone who already knows who they're looking for.

Individual service pages are already ranking competitively. The Individual Consultations page sits at position 2.9, and the Complete Care Package page at position 9.6, both firmly on page one for the specific services families are searching for.

Real geographic reach is already showing. The site is picking up impressions for location-specific searches like "private midwife Cambridge" (position 5.3) and "private midwife Essex" (position 10.6), confirming the four-county targeting built into the site's structure is already working exactly as intended.

One clear opportunity is already visible. The term "independent midwife" is generating impressions at position 26.9, just off page two. It's a strong, high-intent search term that the site is already being shown for, and a clear, deliberate target for the next round of content.

Why This Matters

A new website rarely gets meaningful, competitive rankings within eighteen days. What made the difference here wasn't luck. It was building the site's structure, content and SEO foundations around real search intent from day one, rather than treating search visibility as something to figure out after launch.

Beth and Kirsti had already earned the trust of their community. They just needed a website that could finally be found by the families who needed them.