Private therapy practice · California & New York, US
Make the first call feel small.
A private practice rebuilt end to end, the search that feeds it, and the proof of which click booked the consult.
Mattie Chein is a licensed clinical social worker with a virtual, private-pay practice for high-functioning adults in California and New York.
A therapist is chosen in the seconds after the page opens. The reader is deciding whether this is a person they could say the hard thing to, and a wellness template answers that question the same way for every therapist at once. We rebuilt the practice end to end and went live on 18 July 2026: her own identity from the palette to the wordmark, one small ask on every page, a search campaign that serves only in the two states she is licensed in, and a measurement rail that can say which click booked a consult without recording anything about the person.
Specs
Brand identity, Web design, Full build, Search advertising, Measurement
Stranger to booked consult
California and New York, EN
Live since 18 July 2026
Context
The Challenge
Therapy is a decision people make slowly and privately, so every part of the path has to lower the cost of the first step.
It had to feel like her, not like a template.
A stock wellness layout says nothing about this particular therapist. The site had to carry her warmth and her directness before a word is read, and a solo practitioner does not get a second first impression.
One action, and it has to be small.
A paid session is a big first move. A free fifteen-minute consult is a small one, so the whole site had to point at that one step, and the step had to complete on her page rather than on somebody else's domain.
A health category with hard limits.
Health advertising allows no audience targeting, no remarketing, and nothing about a person's condition in any measurement event. The funnel had to prove its worth inside those limits, not around them.
Findable by people and by machines.
A growing share of people ask an assistant for a therapist before they open a search box. Her practice facts had to be readable, quotable and correct for both, and provably so.
Execution
The Solution
One build carrying the identity, the path to a first call, the search campaign, and the measurement that closes the loop.
Roadmap
What it does now
A template site became a practice with a front door, a measured path to it, and a written baseline for every change that follows.
Currently Optimizing
A perfect readability score, held
Our own audit engine scored the site 80 out of 100 on 30 July 2026. Fixed the same day, it returned 100 out of 100 the next day, and 100 again on 22 August after the guides went live: access, facts, legibility and contactability, all at 100.
Search that speaks in two states
The campaign serves only in California and New York, with no audience targeting of any kind, and lands on a page written for the search. The last leg, the ad account counting a real booking against a real click, waits on traffic rather than on work.
A booking that carries its click
Since 4 September 2026 every consult booked on the site arrives with the click that caused it, and the studio gets one line the moment a booking lands, cancels or moves. No health information is stored or sent, ever.
The Backlog
A headline on a thirty-day clock
The landing page's new headline went live on 6 September 2026 against a written baseline: 88 paid visits to the old page and a 6.8% click rate on its call to action. It is frozen for thirty days and read on 6 October. Below half the baseline it swaps for the named runner-up; flat is noise, and nothing else moves.
"A therapy site has one job: make the first call feel small. The identity, the facts assistants read and the campaign are all in service of that one step."
Vonzie Studio