A private midwifery website is selling one of the most intimate professional services any family commissions — continuous one-to-one care from a named midwife across the perinatal journey, costing £3,000-£6,000 typically and replacing the discontinuous NHS midwifery model with named-midwife continuity. Families researching the option care about the regulatory framework, the scope of practice, the interaction with NHS pathways, the specific midwife’s training and approach. The website does substantial trust-building work before the first conversation, and a properly-built site routinely fills the practice diary 6-12 months ahead at the right family fit.
What is different about private midwife websites
Four things make private-midwifery web design distinct from generic clinic web design. First, the regulatory framework is statutory — NMC registration is the floor, every midwife must hold current PIN with three-yearly revalidation, and the regulatory framework is structurally different from voluntary-body professions. Second, the scope of practice question is operationally important — families need to understand what private midwifery includes (continuity of carer, extended antenatal appointment time, home or birth-centre birth attendance, intensive postnatal) and what it does not replace (NHS scans, NHS hospital labour ward access where transfer is needed, GP perinatal care). Third, the customer audience is unusually informed — families commissioning private midwifery have typically researched the choice extensively, often through online forums (Mumsnet, IMUK directory) and personal-network referrals, and arrive at the website knowing what to look for. Fourth, the on-call commitment is structurally demanding — typical practice is 24/7 on-call availability from 38 weeks gestation, and the website needs to explain the back-up arrangements.
What we ship for a private midwife
A bespoke private midwifery website with the initial-consultation booking flow, the antenatal / birth / postnatal service split, the NMC + IMUK credentialing panel, the scope-of-practice and NHS-integration statement, the named midwife profile with credentials and approach, the geographic catchment and travel-policy transparency, the back-up arrangements explained, the standard contact and consultation-location block, and the full MedicalBusiness + ProfessionalService + Person + Service schema graph.
The scope-of-practice statement in detail
A dedicated section covering what private midwifery includes and does not include. Includes: extended antenatal appointments (typically 1-2 hours rather than NHS 10-15 minutes), continuity of carer (the same named midwife across all phases), birth attendance at home or birth centre with the named midwife, transfer-of-care to hospital labour ward if needed (the midwife typically accompanies), intensive postnatal visits in the family home for the first 1-6 weeks. Does not include: NHS scans (anomaly scans, growth scans where indicated), routine blood tests, GP perinatal care, NHS hospital booking, NHS labour ward access for hospital birth if needed. The family retains full access to NHS services in parallel with the private midwifery care; the private midwifery sits alongside rather than replacing.
The package pricing structure
Three or four banded packages cover most UK private midwifery work. Full perinatal package (£3,500-£6,500) — antenatal appointments from booking through birth, birth attendance, postnatal visits typically across the first 6 weeks. Birth-attendance-only (£2,500-£4,500) — for families wanting the named-midwife birth experience but using NHS antenatal care. Postnatal support package (£800-£2,000) — typically commissioned after the birth, covering the first 2-6 weeks with daily or near-daily home visits, breastfeeding support, perinatal mental health monitoring. Antenatal class course (£150-£400) — group classes covering pregnancy, birth preparation, hypnobirthing where the midwife trains. Each package shown with the specific inclusions, the typical number of appointments or visits, the on-call arrangement, the deposit and payment schedule.
What we deliberately do not build
No bespoke clinical-records system — every UK midwife operates within NMC professional record-keeping standards using their own clinical-notes system, and the marketing website is not the right place for clinical-record functionality. No "AI pregnancy advice" widget — both ethically inappropriate and clinically dangerous; the NMC professional standards are clear. No commercial integration with formula or maternity-product retail — UNICEF Baby Friendly Initiative and NHS guidance on infant-feeding promotion impose constraints on commercial partnerships and the website should respect them.
Pricing for a midwifery website
Most independent single-midwife practices land on Growth (£899) — the standard architecture with service-split, credentialing panel, scope-of-practice statement, package pricing transparency and schema. Multi-midwife practices or midwifery group practices with two-plus midwives move to Pro (£1,499) for the multi-midwife architecture and the back-up arrangement detail. Launch tier (£499) rarely fits private midwifery — the content depth and trust-signal architecture push past the single-scroll architecture.