Private therapy practice · California & New York, US
Make the first call feel small.
A rebuilt private practice, and the search engine that brings people to its door.
Mattie Chein is a licensed clinical social worker with a private-pay, virtual practice for high-functioning adults in California and New York.
A therapist does not get a second first impression. In the seconds after someone lands on the page they are deciding whether this is a person they could say the hard thing to, and a stock wellness layout answers that question badly. We rebuilt the practice from the palette up and wired the whole path behind it: one calm site pointing at a single small action, a consent layer sized to a US audience, structured data written so an AI assistant describes her practice correctly, and a search campaign that only speaks in the two states she is licensed in.
Specs
Brand identity, Web design, Full build, Search advertising
Stranger to booked consult
California and New York, EN
2026, live
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.
Nothing about a stock wellness layout tells a stranger what this particular therapist is like. The design had to carry her warmth and her directness before a single word is read.
One action, and it has to be small.
Booking a paid session is a big first move. A free fifteen-minute call is a small one, so the whole site had to point at exactly that and at nothing else.
A regulated category with hard limits.
Health advertising is fenced in. No audience targeting, no retargeting, no health status anywhere in measurement. The funnel had to work inside those limits rather than 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. The site had to be readable by both, and provably so.
Execution
The Solution
One build carrying the brand, the path to a first call, the measurement, and the campaign that feeds it.
Roadmap
What it does now
A template site became a practice with a front door, a measured path to it, and a monthly read on what is working.
Currently Optimizing
A perfect readability score, verified
Our own audit engine scored the site 80 out of 100 on the first pass. We fixed what it flagged, redeployed, and it now returns 100 out of 100 for how well an AI assistant can read the practice.
One decision, everywhere
Every page ends in the same small step, a free fifteen-minute call, so a visitor never has to work out what they are supposed to do next.
A campaign that reports back
The practice gets a monthly read in plain language: what people searched for, where the traffic came from, and which consults were booked. No account jargon, no operations to manage.
The Backlog
Room for the next angle
The campaign is structured so a new audience can be added as its own group, tested on its own, and paused on its own if it does not earn its place, without disturbing anything already running.
"A therapy site has one job: make the first call feel small. The palette, the schema and the campaign are all in service of that one step."
Vonzie Studio