Assignment Overview – Informed Births

Client Profile

Informed Births Logo

Informed Births offer a variety of services to support their clients throughout pregnancy, childbirth and beyond.

The centrepiece of their service is private antenatal classes held in small groups of no more than 6 couples. Alternatively these can be arranged in the comfort of their client’s home on a one-to-one basis to fit in with their own lifestyle and schedule.

Classes are conducted in a friendly, relaxed and sensitive manner encouraging frank discussion of hopes and fears.

The Brief

Informed Births required a simple, competitively priced, website as a means of introducing their service to prospective clients.

Informed Births Antenatal Care

It was important that the upfront costs were low and also that ongoing costs for support, hosting, updates etc were also minimised.

As their service is delivered personally they are only able to operate within a small geographical area. Therefore the priority was for the site to perform well in the search results for search queries qualified by the relevant locations.

The Solution

In order to keep the production costs to a minimum a simple template-based website was created. This was then fully customised to utilise Informed Birth’s house style replicating their logo, typefaces and company colours.

Informed Births Home Page We organised hosting of the site via Microsoft’s Office Live Small Business service and therefore is free of charge to our client.

MOLSB incorporates a simple web maintenance utility which means that Informed Births are able to make simple changes and updates to the site without recourse to us and without having to purchase expensive and complex web development software tools. This choice of technology platform means that Informed Births have retained full control of their site and ongoing costs of virtually zero.

When building the website various features were incorporated to ensure that it performs well in organic search results for they key search terms. As a consequence they are at the top of the first page on Google for searches for antenatal classes in the locations that they service (for example “antenatal classes Bromley”, “antenatal classes Biggin Hill”, “antenatal classes Sevenoaks” etc)*:

Google Analytics Showing ROI

*[correct as at 2/08/10 for searches made on]