Alright guys, it is launch week — I’m 36 weeks pregnant, and two new templates have just arrived in my shop! I’m excited to walk you through the new designs, share why I created templates for this niche, and talk about strategies for designing more niche templates if you're a fellow designer and interested in that.
If you're curious about what I’ve been working on lately — both during this podcast break and in life in general — these new templates will give you a little behind-the-scenes look at my design process. Let’s get into it!
LISTEN TO THIS EPISODE NOW:
Subscribe & download the episode to your device: Apple Podcasts | Spotify | YouTube | iHeartRadio
Search for episode 309!
Alright, I’m so excited to announce two new templates in my shop! These are a little different from my usual ones: they don’t have a human first name like the rest of my templates, they’re a lower investment while still being full site templates, and they’re my most niche designs yet. They are live now — you can check them out here and here!
Launching Niche Website Templates
These templates are geared toward a slightly different niche, which I’ll dive into more. One is designed for lactation consultants, and the other is for birth and postpartum doulas and midwives. Between the two, they could also work great for childbirth educators, sleep consultants, placenta encapsulation specialists, maternal health coaches, and more. And honestly, even if you're not in the birth or baby space but you love the vibe of these designs, they can still work beautifully for your business. But birth and postpartum care were definitely my focus while creating them.
Read more: Want Better Results from Your Launches and Sales? Steal My Launch Debrief System
Creating These Showit Website Templates While Pregnant
Every one of my pregnancies has included a major business project. With my first son, Colin, I created Booked Out Designer — which is something you can only really pull off when you don’t have other kids yet! Then during my second pregnancy with Ethan, I created my course Podcast Success Blueprint. And now, during this pregnancy, I’ve created these new templates for my daughter. So while my boys each got a course during my pregnancies, my daughter gets templates — which I think is pretty sweet and special in its own way.
I actually came up with an idea for another course a couple of weeks ago — a mini-course I’m really excited about — but I had to remind myself that now is not the time. That project will wait for after maternity leave! But it’s been really fun seeing how these pregnancy seasons have paired with these creative business seasons too.
This project allowed me to blend my passion for design with my personal passion for birth and postpartum care. I’m a huge fan of birth workers, doulas, midwives, OBs, lactation consultants — really everyone involved in supporting women during this season.
Personally, I’ve worked with many of these providers throughout my pregnancies, including having a birth doula for all three of my births. So it just felt very natural to design for these industries.
Niche Website Templates for Showit
Now typically, my website templates are geared more toward online business owners and aren’t really hyper-niched. For example, one might be modeled around a copywriter, but it’s still meant to work for a broad range of service providers with minimal filler copy.
But for these new templates, I kept my usual structure and pages while tailoring the content much more specifically to these industries.
For example, the lactation consultant template includes a pricing page, which I don’t typically include in my other templates. Through my research, I found that many lactation consultants clearly list their services and pricing up front, so I designed for that. It also includes two About pages — one version for a solo lactation consultant, and one for a business that has a full team of lactation consultants, doulas, or similar providers.
For the doula template, the service page is designed specifically for doulas who offer birth support and highlights training, certifications, and other important details that wouldn’t normally be featured on my more generalized service pages. I also added a resource page, where doulas can share things like recommended pregnancy books, hospital bag checklists, or other helpful client resources.
So as you can hear, these templates are super tailored to these fields.
Read more: 6 Crushing Mistakes Entrepreneurs Make Early on in Their Business (AND How You Can Avoid Them!)
Why I Chose To Create Super-Niche Website Templates
All images and videos are free stock
First, all images and videos included are free stock. So if you want to leave them in, you totally can — and I actually recommend it! Especially some of the video backgrounds — I picked ones that are very baby- and birth-focused, and they add a unique touch to your website. Of course, you can always swap in your own photos too, but I love that you have the option to keep some of these stock assets as-is.
Usually, my templates involve working with a photographer to source images that my buyers would later replace. But with these, I intentionally selected stock media that many users will find usable right out of the box, making setup even easier.
I do have some templates that use stock photography — all my add-ons typically do — but with these, all of the images and videos are free stock that you can leave as-is or swap out to personalize.
Excellent filler copy
I worked really hard writing the example copy for these templates. The goal was to make it easy for you to customize — even if you’re not a copywriter or designer. So if you’re thinking, “Hey, I’m an IBCLC, not a website designer,” I think you’ll be pleasantly surprised by how guided and simple the copywriting feels.
I pulled from tons of research and conversations within these industries to create strong copy prompts that you can use or tweak for your business.
SEO-focused
Next: these templates are very SEO-focused and include strong, keyword-rich copy.
This was one of my favorite parts of designing these. I asked myself, “If I were a birth doula, lactation consultant, or home birth midwife, what would I need to rank well on Google for my local business?” SEO for local businesses works very differently than SEO for online businesses, so I really leaned into that while writing the copy.
A lot of templates out there are heavy on visuals but light on words — which makes it hard to rank in search engines. I made sure these templates are built for strong SEO, with plenty of well-placed, thoughtful copy that helps you show up on Google. SEO is something I’ve always prioritized as a designer — both for my own business and for my customers — and many of my template users see great SEO results.
These niche templates are also lower cost
Another thing you’ll love: these templates include a lot of pages, while still being lower cost than my other full site templates.
The birth doula template includes 13 pages, and the lactation consultant template has 14. You absolutely don’t have to use every page or section — that’s one of the beautiful things about Showit. For example, if you’re not ready to offer discovery calls, you can simply hide or delete that page and add it back later when you are.
The lactation consultant template includes two About page options — one for solo practitioners and one for group practices with a team. You might only need one, or you may even repurpose the layouts to fit your needs. There’s a lot of flexibility built in.
They’re built on Showit — which I believe is the perfect platform for birth work businesses.
One of my motivations for creating these templates was to bring more people in these industries over to Showit from other platforms like Squarespace, Wix, WordPress, or smaller niche platforms. Showit offers so much creative flexibility while still being beginner-friendly — if you’re familiar with using Canva, you’ll find Showit feels similarly intuitive. You can easily update and customize your site without needing to hire a designer for every little change.
Read more: Showit vs WordPress (+ What It’s Like to Switch from WordPress to Showit)
Now, let’s talk about why I created super niche website templates.
These are the most niche templates I’ve ever created. And whether you're a designer or not, I hope sharing my decision-making process helps you think about your own business too.
First, I love trying new things. I’m nine years into my business, seven years into designing templates, and about six and a half years into selling them. At this stage, I like to experiment and try new things. I haven’t really seen many Showit templates directly targeting this niche, but it’s a big niche that’s absolutely worth serving — and Showit is such a perfect fit for these businesses.
Second, I also know I do my best design work when I love and feel connected to the industry I’m designing for — and that’s exactly how I feel about the birth and postpartum space. It’s been such a big part of my own life.
As a pregnant woman while creating these, I really felt like an ideal client for these pretend businesses. I’ve had doulas for all my births, worked with lactation consultants postpartum, and received midwifery care throughout my pregnancies. Even while designing the doula website template, I was in the process of hiring my own doula for this pregnancy. It was all very aligned and meaningful for me.
I didn’t pick a random niche I don’t know anything about — I chose one that fits my personality, my current season of life, and my expertise.
For any fellow designers listening — is it risky to go this niche?
I wouldn’t have created these as my first-ever templates unless my entire business was dedicated to this niche. But if you’re already established, going niche can absolutely be a great way to stand out. The template market is much more saturated now than it was when I started seven years ago — and anyone who tells you otherwise isn’t being realistic. But saturation doesn’t mean you can’t be successful; it just means you need to lean into what makes you unique.
Ask yourself:
- What do I bring to the table that other designers might not?
- What am I uniquely passionate about?
- What industries or people do I feel especially connected to?
- Design from that place, and you’ll stand out more naturally.
A quick note on pricing these niche website templates
I debated a lot on pricing. There’s so much that goes into launching a template — beyond the design itself, there’s sales pages, customer resources, automations, testing, delivery systems, etc. In the end, I decided these templates deserved their own collection with a different price point that fits the unique niche.
They’re a few hundred dollars less than my other full site templates, but they’re still full site templates — meaning you get everything you need for a complete website, including a full blog. You can pay in full or choose 2-pay or 4-pay options to spread out payments.
For reference, I do have even more affordable add-on templates as well, but these full sites are still priced lower than my usual full site templates.
And to celebrate the launch, if you’re listening live, all my templates — the new ones and my existing collection — are 20% off through June 14, 2025 using the code LAUNCH20.
If you’re listening after June 14th, I recommend taking my website personality quiz, where you’ll still get a great discount and guidance on which template fits your business best.
Now is a great time to shop — whether you need a full site template or want to mix in some add-ons to customize things further. And if you're new to Showit and feeling unsure about how it all works, don’t worry — I’ll walk you through that process in a simple way next.
Read more: How to Price for Profitability as a Showit Designer
Let me walk you through exactly how the template process works — super simple, even if you don’t feel techy at all.
Thinking about buying a niche website template?
Step one: Purchase the template
You don’t need to do anything before buying — no need to set up Showit, purchase your domain, or anything else. Just buy the template first. After you purchase, you’ll receive detailed instructions from me on how to install your template into your Showit account.
You’ll also get access to my Showit Blueprint Course, where I walk you through how to use Showit step-by-step. Plus, Showit itself has tons of helpful tutorial videos too. And the great news is: you can start with a free trial of Showit. So your first expense is just the template purchase — you won’t pay for Showit until you're ready.
You can even get a free month of Showit using my code ELIZABETH, no credit card required — which is the best Showit discount you’ll find.
Step two: Install your template
This part is super easy — you’re basically just copying and pasting a code into Showit to load your template. It’s not complicated like uploading and downloading files on WordPress — much simpler. And if anything feels intimidating, I have both written instructions and video tutorials to guide you.
Step three: Start customizing
It doesn’t matter if you already have a website live somewhere else — you can keep that site up while you work on your new one. Once your new site is ready, you’ll switch your domain over to the new site when you’re ready to launch.
Inside Showit, you’ll be able to easily customize your template — kind of like working inside Canva if you’re familiar with that. You can update your photos and videos (or leave the ones I’ve included), update the filler copy (which I highly recommend using as a guide as you write), and even adjust fonts, colors, and layouts as much or as little as you want.
Read more: How to Customize Your Showit Website Template Really Fast
Step four: When you’re ready to launch, I have resources for that too.
Plus, something unique we offer is in-house customer support. While Showit has great support, sometimes it’s helpful to get assistance from someone who knows your specific template. My customers can reach out to me and my team directly for help with their templates. (And fun fact — while recording this episode, I literally paused to answer a customer support email!)
If you want to check out the templates directly:
You can also see more behind-the-scenes on my Instagram, @elizabethmccravy — and I’d love to hear what you think!
Don’t forget, you can shop the launch sale now using the code LAUNCH20 for 20% off everything. And yes — I’m still 36 weeks pregnant, feeling breathy as I record this (third baby problems 
), but so excited to share these with you. Enjoy!
Links Mentioned:
Shop Showit Website Templates (Use Code LAUNCH20 for 20% Off!)
Check out the new website template for Lactation Consultants
Check out the new website template for Doulas & Midwives
Not sure which template is right for you? Take the quiz!
Listen to the Breakthrough Brand Podcast
