ONLINE THERAPIST WEBSITE
Client Snapshot
Name: Dr. Jenny White, Clinical Psychologist for Online Therapy
Locations: Virtual: Delaware, Maryland, + Pennsylvania
Niche: Type-A people-pleasers with anxiety, stress, and relationship issues
Goal: Look more professional, reduce time on Instagram, and bring in more, higher-quality leads
Project Completed: Website - July 2023; Email Opt-In Integration - September 2025; Blog Maintenance - 2023-Present
about the client
ONLINE THERAPIST FOR ANXIETY + STRESS
About Dr. Jenny White
Dr. Jenny White is a clinical psychologist (therapist) who specializes in treating professionals experiencing stress + anxiety in their work + personal lives.
Dr. Jenny treats clients online from her home in Wilmington, Delaware. She truly understands how anxiety affects the daily lives of her clients and teaches them how to silence their inner critics. Dr. Jenny helps her clients set boundaries to live their best life and tell their anxiety to shut up.
Dr. Jenny has been one of my closest friends for over 25 years. We’ve worked on countless projects together over the years — from directing plays in high school to planning all those big life event parties. So when it came to working together professionally, it was an immediate “yes!” I could not wait to highlight how incredible she is at helping her clients break free from anxiety.
about the project
THE GOAL
Use SEO strategy to increase traffic to website to book more clients.
THE CHALLENGES
No physical location
No testimonials per client preference
Needs her writing process to be her own - I can’t tell her what to write about specifically
SEO
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DESIGN
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COPYWRITING
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STRATEGY
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SEO 〰️ DESIGN 〰️ COPYWRITING 〰️ STRATEGY 〰️
THE STRATEGY
Identify keywords: service + location-specific
Start a blog to bring in traffic
Blogs written based on topics covered in therapy sessions (IRL keyword research)
Professional brand photos
Connection-focused messaging to build trust
Updated design to attract ideal client: Type-A professionals with high stress + anxiety
SEO
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DESIGN
〰️
COPYWRITING
〰️
STRATEGY
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SEO 〰️ DESIGN 〰️ COPYWRITING 〰️ STRATEGY 〰️
custom elements
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![Angela DaCosta's hands typing copy for wellness website on laptop while sitting on couch in Bel Air, Maryland]()
Full-Site Copywriting
Keyword-focused, strategic copywriting designed to build a connection with her ideal client + book a session
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![Mug on kitchen counter says "every day is a new adventure" while Angela DaCosta, Squarespace web designer for Health + Wellness professionals, updates a blog with keywords and SEO enhancements for a client. Glasses and laptop are in partial view]()
Blog Start-Up Package
Blog summary page with organized, easy-to-find topics for enhanced visitor experience. Blog template for streamlined posting.
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![Angela DaCosta sits on couch, hair pulled back, glasses on wearing an oversized maroon sweatshirt + dark blue leggings with white socks while working on blogging with email marketing for her therapist's Squarespace website]()
Blogging Package with Email Marketing
Biweekly blog posts transformed into optimized for organic search to increase traffic + book more clients. Email marketing of blog posts included.
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![Angela DaCosta works on laptop while eating a chocolate chip cookie with coffee mug next to her. She is working on branding for her therapist client's website]()
Branding
Hand-drawn logo and brand colors to create the perfect vibe that feels authentic to Dr. Jenny.
*service no longer available
BRANDING
I don’t typically do branding, but Dr. Jenny’s website needed cohesive branding and I was up to the challenge.
Hand-drawn signature-style logo that represents the client journey
Calming blues + earth tones to represent peace + grounding
One, simple font for accessibility
Professional photos to limit use of stock pictures on main pages
client feedback
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Before working with Angela, I felt excited by the idea of having a nice website but totally overwhelmed by the process. There was so much to learn and it was always more important to me to spend that time building my business vs. my website. It was something that fell to the back burner or something that I had to accept was "fine" but I couldn't say I was proud of.
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I never had any hesitations about working with Angela! I already knew she was trustworthy and talented.
One hesitation may have been a reluctance to toot my own horn or market "me" since I am my business. Angela is an excellent hype woman and really helped me find that balance to confidently promote myself without feeling smarmy or salesy.
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My website traffic is increasing month after month! Every new client I get that comes through my website has commented on how great the site is. I even have a long-standing client (pre-website) who mentioned it and stated that if they had not already been a client, it would have enticed them to reach out!
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I would say that Angela has always taken the time to get to know the unique needs I have for my website and makes a point of ensuring the site feels authentic to me.
She is fun to work with, makes an intimidating process feel navigable, and has great suggestions for how to accomplish what needs to be done. -
I'm excited to continue seeing the impact on the growth of my business and my ability to reach more people through the effective SEO strategies that have been implemented.
“Every new client I get that comes through my website has commented on how great the site is.”
-Dr. Jenny White
before + after
blog upgrades
INTRO
Since Dr. Jenny has been a retainer client of mine, each time I find a way to improve her blog format to improve user experience, readability, or SEO, I incorporate them. It’s definitely the overachiever/perfectionist in me wanting to make her blog the best it can be. I have this same obsession for all my clients and their websites.
Here’s a quick look at some of the improvements we made:
1) Made posts more evergreen to be found and read year-round
2) Added her intro at the beginning in case readers come across it and have no idea who is writing the post
3) Inserted an Estimated Reading Time so readers know how much time they’re investing
4) Built a linked Table of Contents
5) Added a value-focused opt-in freebie
6) Included a TL;DR (too long; didn’t read) for the busy readers who want the info, but don’t have much time
7) Included related posts by category
8) Added an “About the Author” section with a photo at the end
9) Created hub blog posts for main topics
If you’d like to read more about how I implemented these improvements on her Squarespace blog posts, check out the details here.