Directory build & SEO case study
The Mom Site
A national maternal care directory and benefits guide built around three questions: who to see, what it costs, and what you're entitled to.
- Industry
- Maternal care & family benefits
- Focus
- Programmatic directory SEO · Benefits research & content · Website design
- Explore
- Visit website
The brief
Who to see, what it costs, and what you're entitled to, in every state.
Expecting and new parents usually search with one practical question: is there a doula near me, will Medicaid pay for one, what does a birth center cost, do I qualify for WIC. The answers exist, but they're spread across federal registries, state agency sites, and insurer policies. The Mom Site brings them into one place and leads with the answer.
The directory lists 37,305 doulas, lactation consultants, midwives, birth centers, and hospitals in all 50 states and DC, across 3,180 city pages and 11,147 provider profiles. State pages cover pregnancy Medicaid, WIC, paid leave, and doula and lactation coverage, each with a source and date. Twenty-two guides on costs, coverage, and choosing care, plus a benefits checker and a county childcare cost lookup, answer the questions families ask before they call anyone.
SEO strategy & experience
A source and a date on every number.
Start from public records
Listings come from the CMS NPI registry, September 2026 release, and CMS hospital data. Records at the same practice address are grouped so families can see who works where, and billing offices, stale records, and listings without a phone number are left out. Individual providers appear by city and phone only, never a home address. Listings matched to five state Medicaid doula lists carry a flag, 1,370 in all, and 2,256 hospitals show the CMS Birthing-Friendly designation.
Answer the money questions by state
For every state and DC, the site tracks Medicaid for pregnancy, WIC, paid family leave, doula and lactation coverage, and breast pumps, with a source and a checked date on each answer. When a state's rule can't be confirmed, the page says so and points readers to the state agency. City pages put the coverage answer beside the listings, so the Sacramento doula page shows what Medi-Cal pays next to the 18 doulas on the state's list.
Stay neutral, and let providers fix their listing
Nobody pays to be listed or to rank higher, there are no ratings or reviews, and families call providers directly. Providers can claim a listing for free with an email sign-in, then add services, languages, hours, and a website, and every change is reviewed before it publishes. Public pages are prebuilt and served from a CDN, with structured data, XML sitemaps, and an llms.txt index for search engines and AI assistants.
The strategy in practice
Explore the search entry points.
- Doulas in Sacramento, CA
A city page listing 112 doulas, 18 of them on the Medi-Cal Doula Directory, beside what Medi-Cal covers.
- Having a baby in California
Medicaid and WIC income limits, paid leave, doula coverage, and childcare prices on one state page.
- Does Medicaid cover doulas? State by state
All 50 states and DC in one table, with the source and date for every answer.
- Pregnancy Medicaid and WIC eligibility checker
Enter a state, household size, and income to see whether you may qualify. Nothing leaves the browser.
What we delivered
- National care directory from NPI and CMS records
- 3,180 city pages and 11,147 provider profiles
- Pregnancy benefits by state, sourced and dated
- 22 guides, two calculators, and free listing claims
Let’s build what’s next
for your business.
Tell us where you want to go. We’ll work out how to get there.