HMBirth is a birth education and midwifery brand led by Heather McCullough, LCPM, serving birthing families through personalized maternity care, birth education, workshops, doula support, and professional training programs.

HMBirth needed a digital experience that could bring its different services, educational programs, workshops, and resources together under one clear brand experience.

The challenge wasn't simply creating another website. The platform needed to communicate trust and expertise while making it easy for different audiences—expecting families, birth-support clients, doulas, and aspiring birth professionals—to quickly find the right program or next step.

With multiple offers and education pathways, the user journey needed to feel intentional rather than like a collection of disconnected pages.

I designed and developed the HMBirth experience in Kajabi, focusing on the website structure, program presentation, conversion paths, lead capture, and overall user experience.

My goal was to turn the platform into more than an informational website—it needed to function as a central hub for HMBirth's services, education, community, and future digital offerings.

Platform: Kajabi Focus: Website development, course/program presentation, landing pages, lead capture, user journey, and conversion-focused structure.

I worked around several key areas of the business, including:

Midwifery and concierge birth care

Birth and postpartum support

Evidence-based birth education

Self-paced and cohort-based workshops

Doula training and professional education

Lactation educator training

Community and ongoing resources

Email list and lead-generation touchpoints

The website structure was designed to help visitors understand the brand quickly, identify the service or educational pathway most relevant to them, and move naturally toward the appropriate call to action.

I also structured the educational side of the experience so Kajabi could support both consumer-facing birth education and professional development programs without making the platform feel overwhelming.

A major focus was creating a balance between warmth, credibility, education, and conversion.

Because birth and maternity care require a high level of trust, the experience needed to feel personal rather than overly corporate. I used clear content hierarchy, focused calls to action, program sections, lead-capture opportunities, and intentional navigation to make the journey easier for prospective clients and students.

The result is a Kajabi-based digital ecosystem that gives HMBirth one place to communicate its expertise, showcase its programs, capture prospective clients, and support its growing education offering.

The completed experience provides HMBirth with a more centralized digital home for its services and educational ecosystem, making it easier to move visitors from discover → understand → choose → connect.

Rather than relying on separate experiences for each offer, Kajabi provides the foundation for managing the brand's website, educational content, lead generation, and customer journey within one ecosystem.

This project demonstrates how I approach Kajabi beyond simply "building pages."

I look at the entire customer journey how someone discovers a brand, understands the offer, builds trust, chooses a program, and takes action—and then use Kajabi's website, course, marketing, and automation capabilities to support that journey.