Is your web design dated? Here are 12 simple ways to update your online presence (updated for 2025)

If you are a practicing birth or postpartum doula or midwife today, the bulk of your client base is currently in the age brackets between the ages of 20-45. They grew up with technology and the internet and are considered to be “digital natives”, and tend to be both highly dependent and extra savvy in the realm of technology.

Today’s blog post will explore how to ensure your website is meeting the needs of a digitally savvy audience.

AI

Like it or not, AI has become a major force in ensuring that clients can find us online. From AI overviews on Google to Chat GPT searches, you need to make sure your site is showing up – everywhere!

An easy way to improve your existing website is to go back through old blog posts and give them a refresh with updates to support you showing up in AI Overviews.

Have you included your fees and package pricing on your website? If not, it might be time to reconsider your policy. Even just including a “starting at $…” can make a big difference. AI LOVES to highlight sites that include the cost of services.

REVIEWS & TESTIMONIALS

Site visitors often check social media reviews when considering a service or product. This creates a culture of seeking advice from friends and strangers on the internet about which companies to trust. You need to create opportunities to build that trust.

WHAT THIS MEANS FOR YOU:

• Offer easy ways to leave reviews online. Check out my blog post on creating reviews for your Google+ business page, how to use reviews on your website, and of course how to create your page in the first place! Yelp is also a good option to consider.
• When sharing reviews on your website make them highly visible, and ideally include photos & full names with client permission.

I love including a Google Reviews box on the home & service pages of client websites. The ultimate in trust-building, a Google Review is a public affirmation of the value of your care.

KEEP IT SIMPLE

You could call site visitors these days fickle, or highly flexible… If their needs are not easily & smoothly met by your website, they are quick to leave & seek out a competitor’s website. Simple, easy-to-navigate web design helps keep visitors on your site and learning what they need to know about you to say YES to hiring you.

WHAT THIS MEANS FOR YOU:

• Keep your navigation simple without massive dropdowns. This is especially an issue on mobile devices. If you have a bajillion services, one option to consider is content navigation, creating links through to subservices within your content instead of in the menu. Keep your main menu short—no more than 7 items. Fewer links mean people find what they need faster. A simple win!
• Consider ways to help streamline their ability to contact you and obtain the information they need. Highly visible & simple contact forms, FAQ pages, and even tutorial videos are all highly attractive to this population.
• Avoid clutter on your website. Consider your content carefully and keep it as clear & easy to follow as possible.
• Consider ways you can share content in visual formats. Even adding colored boxes with text, rather than just another paragraph, can help maintain visual interest. Memes, videos & gifts are also options to consider.
• Make it easy for people to reach you. Give them options—phone, email, social, contact form. Don’t make them hunt for it.

SOCIAL MEDIA

It goes without saying that families today are big on social media. It builds trust in your services if you have an active social media presence where they can check you out and get a better sense of your practice style & values. Often, a visit to your social media profiles will be considered a “step” in assessing whether or not your practice is a good fit for them.

WHAT THIS MEANS FOR YOU:

• Yes, it is worth investing in your social media presence and staying active on your various profiles.
• Fewer social media accounts with more activity are better than accounts that sit abandoned for months at a time.
• Integrate client reviews into your social media profiles.
• Use a social sharing plugin to facilitate visitors sharing your content on social media.
• Carefully curate the content you share on social media, ensuring that it matches your brand identity and helps potential clients better understand your approach & value as a care provider.

SPEED UP YOUR WEBSITE LOADING TIMES

How about when a page takes forever to load? Improving site loading times is one of the fastest ways to increase conversion on your site since it means more people will stick around to learn more (instead of leaving in frustration.

Pay attention to your site speed. Here are some positive steps you can take to enhance your page loading times.

You can also think of speed in terms of how quickly site visitors are able to find the information they need. Are your doula fees hidden? Can they automatically register & pay for your next workshop?

OFFER VALUE

Often, families are looking for a great offer or added value when choosing between services. This does not mean you need to lower your prices or always offer 25% off, but you might want to consider occasional sales or find creative ways to add value to your services without any cost to you. An example of this might be a coupon book for other local businesses that you create as an exclusive benefit for your client base. In a different application of the term “value”, they are also more drawn to companies that are attached to a particular social benefit, such as a non-profit.

WHAT THIS MEANS FOR YOU:

• Consider occasional sales or special bonus offers and make sure they are highly visible on your home page.
• Look for ways to enhance what they are receiving for their investment in your services.
• If you feel called, an innovative way to help your company stand apart in the market is a strong affiliation and percentage of your profits going to a local or international nonprofit that is in some way aligned with your work.

MOBILE FRIENDLY

I could go on and on about the importance of mobile-responsive design, and it’s hard to believe that there are still websites out there that are not mobile-friendly. The majority of searches are now done on mobile devices, which means their first impression of your business is going to be on a little tiny screen – so your website HAS to function beautifully in the mobile realm.

WHAT THIS MEANS FOR YOU:

• Consider using a WordPress site, as this allows your designer the flexibility to adapt aspects of your site to smaller screens. >> Learn more about my custom web design options.

BE WARM

Gone are the days when a website was simply an online display of relevant information about your practice.

WHAT THIS MEANS FOR YOU:

• Don’t be afraid to be personal in your website writing style, using first and second person tenses.
• Take another look at your about page and consider how it can feel less like facts and more like a story. (here’s my guide to rocking your about page).
• Don’t be afraid to weave in some humor into your website, especially if you often use humor in your care with clients.
  

ADD A FAVICON

It’s such a tiny and simple thing, but that little symbol up in your browser tab when your website loads is a lovely way to visually upgrade your site. Simple & clean is best – it’s so small it’s hard to see if you use an image that is too complicated. Learn all about favicons here – how to choose your image, and add it to your site.

TRAINING & DETAILS REFRESH

How do you feel when you land on a website and the upcoming workshop dates are from 3 months ago? Or, the pricing is inaccurate?

Keep your information current, from your availability calendar to upcoming events and offerings. Be sure to also check out your about page and make sure your kids’ ages are up to date. Set a time each week to take those extra five minutes to update.

I’m guessing you’ve also attended some fabulous new trainings since your website was built. Keeping your training and experience up to date is an important way to build your trust and authority with potential clients.

• What specialized trainings and certifications have you added to the mix in the past year?
• Do you need to update your number of years of experience?
• How many families you have served?
• Any awards received? Certification badges? (AI loves these!)

REFRESH YOUR SITE IMAGES

Start by taking a close look at the photos already on your site. Do they still fit your brand? Do they feel current, consistent, and real? If not, it might be time for an update.

High-quality visuals make a big difference. Replace low-res or outdated images with professional photos or carefully chosen stock that feels true to your business.

Watch out for the “stock photo trap.” Too many generic images can make a site feel bland or impersonal. Visitors want to see you—your space, your work, your people. If possible, mix in real photos, custom graphics, or illustrations that reflect your actual brand and story.

The goal isn’t perfection—it’s authenticity. A few thoughtful updates can make your whole site feel fresher and more inviting.

UPDATE YOUR COPYRIGHT DATE

Way down below the footer of your website, there is likely a copyright date showing when your site was published. Each January, update the range of time your site has been live. So it should read: Copyright 2017 – 2025, for example.