Our client, an online therapy service based in Ontario, Canada, faced challenges in standing out in a competitive therapy niche. Despite offering specialized and effective therapy methods and having a very talented team of therapists, their website lacked visibility, engagement, and conversion-optimized design. They needed a solution to increase consultations and showcase their expertise to potential clients.
We built a new custom website in WordPress, combining an extensive SEO strategy with tailored website design to create a seamless user experience. This approach prioritized visibility, authority, and user conversion. Here are the key highlights of our strategy:
Brand New WordPress Website: We designed and developed a completely new website from scratch in WordPress. Every aspect of the website was tailored to the client’s needs, combining modern design with user-centric functionality.
Content by Search Central: Every piece of website content was meticulously researched, written, and optimized by Search Central. This ensured a consistent voice, tone, and seamless user experience, all while aligning perfectly with our carefully planned SEO strategy.
Calendly Form Integration: We integrated a Calendly form as the call-to-action (CTA) on every page, enabling users to effortlessly request a free 15-minute consultation from anywhere on the site. This frictionless and convenient booking process automatically syncs appointments with both our client and the user’s calendar, serving as an excellent way to engage new users and encourage them to take the first step.
Calming Aesthetic: The website’s design reflects a calming and relaxing atmosphere, aimed at reducing user anxiety and fostering trust. This aligns with the therapeutic nature of the business.
Sticky Navigation: Each SEO page features a sticky navigation bar to improve usability, ensuring users can easily navigate through long-form content (1500-2000 words) without frustration.
Social Proof: We highlighted trust-building elements like:
- A Google My Business widget displaying testimonials.
- A dedicated homepage section introducing each therapist with their photo, short description, and specializations.
- Comprehensive "about" pages for each therapist, showcasing their experience, accolades, and areas of expertise.
Why This Works: For local online therapy services, the first pages most users interact with are the About page and therapist profile pages. Users are often looking to connect with the faces behind the business and review their qualifications before considering a consultation. Emphasizing personalization fosters trust and credibility, significantly increasing the likelihood that users will request a consultation.
Informational Website: We created content that answers popular search queries in the therapy niche, establishing our client as an authority in their field.
Guides Page: A visually appealing "Guides" page serves as a hub for all SEO content. Each guide is represented with a thumbnail preview, encouraging user engagement and exploration.
Content Clustering: Our strategy focused on creating content clusters tailored to the therapy methods and specializations offered by our client. Each top-of-the-funnel (TOFU) informational page is strategically linked to a relevant service page and other SEO (guides) pages within the cluster. This approach is highly effective for several key reasons:
a) Boosted Search Engine Authority: Strategic internal linking enables search engines to better crawl and understand the contextual relevance of pages, strengthening the website’s topical authority within the online therapy niche.
b) Enhanced User Engagement: For users, this structure promotes effortless page discovery, highlighting the client’s expertise across various therapy methods and specializations. This not only builds trust but also creates a more engaging and informative browsing experience.
In just 6 months, our combined SEO and custom website design strategy achieved the following:
25 Consultations Booked: The seamless integration of Calendly and the focus on conversion optimization led to significant user engagement and bookings.
Increased Organic Visibility: 47% of the website's total visitors originated from Google search, achieving 387 clicks directly from search results.
Enhanced User Experience: The calming design, sticky navigation, and informational resources fostered trust and encouraged users to spend more time on the site
1. Conversion-Oriented Design Matters: Simplifying the booking process and creating a calming aesthetic aligned with the therapy niche was crucial to success.
2. Content Clustering Drives Results: Aligning SEO content with the client’s services not only delivers value to users and attracts new visitors to the website but also optimizes the site for high conversion rates.
3. User-Centric Approach Wins: From visually appealing guides to detailed therapist profiles, every aspect of the website focused on addressing user needs and building trust.
