What kind of grass are you seeding?

Did you put down crabgrass preventer this year?

I spread weed & feed. is it too late to apply anything now?

No, the reason I was asking is pre-emergent will prevent anything from germinating, including good grass.

Fescue will germinate in about 4 days, but the seed needs to be kept constantly moist. If it dries out it's done. That means watering lightly 3 times a day. Don't use straw, it typically contains weed seed. Use peat moss or compost or grass clippings to lightly cover the seed, it will help retain moisture.

Don't know when you tried the seeding, but fall is the time to do it in St Louis. It should work for you this time.

tried in the spring. I did keep it well watered. the seed seemed to just disappear.