Genesis Midwives

Genesis Midwives is a midwifery clinic located in Uptown Waterloo near Grand River Hospital. They've been operating since 2009, helping people through their pregnancy journeys. Around the time they started the business, they created a website with WordPress. While it had great content, its presentation and styling had grown dated as their business evolved. Their existing site wasn't just aesthetically outdated. The intake form had potential to confuse clients, some of which ended up calling in instead, mobile users struggled with navigation, most content updates required contacting a developer. The site had become a barrier rather than a resource.

Website Design

Genesis approached me wanting to create a brand strategy that matched their business and values. I worked closely with their team to understand how families actually used the site and what information mattered most at different stages of the pregnancy journey.

The redesigned site consolidates information into a streamlined structure that works seamlessly across devices. We reduced page count while improving the information hierarchy, making it easier for expectant families to find what they need without calling the clinic.

The modern, responsive layout loads quickly and looks professional on smartphones, tablets, and desktops. Search engine optimization improvements help families discover the practice through local searches.

New Client Form Integration

The intake form is a crucial piece of the Genesis team's workflow, so it received a lot of revision. During the design it was completely rebuilt with proper data validation, secure submission handling, and a user interface that's easier to follow. Fields now validate in real time, preventing errors before submission. The form routes directly into their workflow, reducing manual data entry and saving time.

Content Management System

Genesis Midwives now controls their own content through an intuitive CMS. Staff can update text, add resources, and manage information lists without technical knowledge or external help. Changes go live immediately after and result in fast-loading pages. This independence helps Genesis make changes to their frequently updated content, while still allowing them to reach out to RedOxfordOnline when larger edits are needed.

Photography

The previous website had photos which spanned over a decade, so to help unify the style of the site we coordinated a professional photoshoot at the Genesis Midwives office. I was able to capture authentic images of their space and team. These photos replaced generic stock imagery throughout the site, helping families feel more connected to the practice before their first appointment.

Technical Consulting

Beyond the website, I've provided ongoing technical support as their practice infrastructure evolved. This included hands-on work re-wiring their business telephone system when they were adding a line, researching and recommending equipment upgrades for hardware, conducting a security audit of their IT systems, and providing in-person troubleshooting for network and device issues.