Case Study: Refreshing a Therapist’s Website Leads to More Traffic – and More Clients

Screenshot of "About" page of refreshed Sandy Wolf Psychotherapy website

The Project

In 2023, I worked with therapist Sandy Wolf to refresh the design and copy of the website for her private practice, Sandy Wolf Psychotherapy. It had been built several years earlier on WordPress using a theme and page builder designed for therapists called Thrive Architect. Over the years, as Sandy worked with various developers and freelancers, the site had started to look a bit outdated and become a little messy: duplicate pages, broken links, and copy she felt didn’t truly represent her philosophy or approach as a therapist.

Sandy’s primary goal was to refresh, rewrite, and streamline the copy on her site. Her secondary goals were to refresh the site design, streamline and improve UI/UX, and improve SEO to help the right clients find her site.

How I Helped

  • Met with Sandy to discuss her philosophy, ideal clients, and what makes her stand out from other therapists
  • Reviewed all existing website copy and other written materials to get a sense of Sandy’s voice and personality
  • Rewrote all copy sitewide, working closely with Sandy to ensure preservation of her unique voice
  • Cleaned up broken links, duplicative pages and content, and other issues
  • Streamlined and updated the “quiz” on her site (which had been previously developed) and ensured they drove traffic to the correct service pages
  • Improved UI/UX by reorganizing and streamlining navigation menu, site structure, internal links, etc.
  • Refreshed design on all pages in keeping with client’s existing branding preferences
  • Utilized Yoast SEO and knowledge of SEO and accessibility best practices to optimize all pages for search and improve navigation
  • Set up Google Search Console and Google Analytics to enable tracking of site performance over time
  • Created blog page and structure/taxonomy to prepare for her future goal of launching a couples therapy blog

Check out Sandy’s refreshed site here:

View Client Website

The Results: More Site Traffic... and a Full Caseload!

After launching, I monitored the site’s performance using Google Search Console and Analytics. Sure enough, after three months, her search ranking had dramatically improved for top keywords, particularly in her local area on the Connecticut shoreline and traffic had increased by more than 50% compared to the old site.

Sandy also began to notice an uptick in the number of new client inquiries she was receiving within the first few months, and soon reported a full caseload and waitlist! She also shared that she consistently received positive feedback from prospective clients about the website, specifically the language describing her approach. We had found her people!

I continue to work with Sandy to provide website maintenance, write and/or edit blog posts, and support her digital marketing efforts on social media, Psychology Today, and other areas as needed. 

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