Squarespace out. Google traffic up 315%.

Donna is a registered nurse who came to hypnobirthing through her own births, and teaches it in a small Derbyshire venue to two to five couples at a time. The proposition is personal and it converts well once someone is on the page. The problem was upstream of that: almost nobody was arriving.

The old Squarespace site cost money every month, was slow, and gave her no way to add a course date without wrestling the editor. Course dates are the most perishable content this business has, and they were the hardest thing to change.

Expectant parents search by place. "Hypnobirthing Chesterfield", "antenatal classes Derbyshire", the next town over. A single page about hypnobirthing in general competes with the national chains and loses.

So the site carries a page for each area she genuinely serves, each written for that place rather than generated from a template. This is the largest single contributor to the traffic result, and it works because the pages are real: a parent in a named town arrives at a page that names their town and tells them where the course actually runs.

The free download is a guide for birth partners, and the choice of audience is the interesting part. The pregnant parent is usually the one researching. The partner is the one who feels least useful and has the least to read.

Giving them something specific does two things: it captures an email months before anyone is ready to book a course, and it gets the partner invested early, which is often what turns a maybe into a booking. It is the top of the funnel for a business whose sales cycle is measured in trimesters.

Group cohorts, taster sessions and baby massage dates all run on their own schedules and all change. Donna adds and edits them herself, from a plain editor, without touching code or asking me.

Prices sit alongside them in the same system: the 1:1 course at £450, the four-week baby massage course at £65. Transparent pricing pre-qualifies enquiries, and it removes the email that otherwise has to happen before any real conversation starts.

Pre-rendered to static HTML and served from a CDN, so it is fast everywhere without a caching plugin or a performance plan. The CMS writes content and triggers a rebuild, so there is no database running between a visitor and the page. Forms need no backend. The Squarespace subscription is gone, hosting costs nothing a month, and the site and its content belong to Donna outright.