Let us tell you about the moment right before someone almost closes the tab.
Most people who land on a counsellor's website aren't having a great day.
They're anxious, maybe a bit overwhelmed, and looking for any reason to feel unsure about clicking contact. A confusing menu or a broken certificate section isn't just untidy in that moment. It's a reason to close the tab.
Helen's website had real warmth in it. It just wasn't getting out of its own way.
The headline numbers, one month on
Changes implemented 8 June 2026 · Results measured July 2026 · Like-for-like period comparison.
A practice built on trust, held back by a website
Helen is a qualified counsellor and professional supervisor based in the Latrobe Valley, working with adults navigating anxiety and life transitions. She offers in-person sessions in Morwell and Traralgon, with phone and online support Australia wide.
Her website's photography was personal and on brand, and her care for clients came through in the writing. The layout was just getting in the way of it.
Small friction, big consequences
- Font sizes and styles varied inconsistently, making the site feel unpolished
- Testimonials sat at heading size, dominating pages and adding scroll
- Navigation gave visitors little sense of what the site contained
- The certificate display was broken, undercutting Helen's credentials
- No call-to-action on the hero, so visitors had no clear next step
- No meta description, so the site undersold itself in search results
Small layout issues quietly undermine trust, especially for visitors who are already looking for reasons to feel uncertain.
Fix the structure before touching a single word
Helen was rightly cautious about changing her copy. So the first engagement focused entirely on the structural and presentational work that would have immediate impact, without asking her to sign off on new words before she was ready.
- Meta description written and implemented for SEO
- Navigation expanded into six dedicated pages: Services, About, Testimonials, Blog, Contact, FAQs
- Certificate display fixed so professional registrations show correctly
- FAQ page built to reduce the barrier to first contact
- Testimonials reformatted from heading size into cards
- Hero call-to-action added for an immediate next step
- Site-wide typography standardised for a consistent finish
Alongside the live changes, we handed over a full strategic brief: copy recommendations, an accessibility and design specification, and a plain-language case for what the next phase could look like.
Every key number moved up
| Metric | Before | After | Change |
|---|---|---|---|
| Site visits | 103 | 160 | ▲55% |
| Pageviews | 393 | 516 | ▲31% |
| Unique visitors | 86 | 128 | ▲49% |
| Contact page views | 34 | 50 | ▲47% |
| About page views | 30 | 54 | ▲80% |
The About page climbing 80 percent matters most here. People want to know who they'll be talking to before they make contact, and they're now finding that page and reading it. Contact page views up 47 percent is the closest thing analytics has to someone deciding to take the next step.
A newsletter wasn't the ask. A reason to click contact was.
The groundwork for the next iteration
- Tagline update, naming Helen's niche directly
- Softer hero copy, easing pressure on overwhelmed visitors
- About section rewrite, leading with the visitor's experience
- Services accordion, replacing a long scrolling list
- Warm off-white palette, fully accessible and ready to implement
- Font stack: Lexend and Atkinson Hyperlegible
- Two-path contact CTA, a softer option alongside Book a Session
"I recently worked with Paul and Cherie on redesigning and improving my website, and I couldn't be happier with the outcome.
They helped organise the content and layout in a way that made the website more user-friendly, professional, and easier for visitors to navigate. Communication throughout the process was excellent.
They were responsive, approachable, and always willing to answer questions or discuss ideas. I particularly appreciated the regular feedback and suggestions they provided, giving me plenty of options to consider while ensuring the final result reflected my vision.
Their attention to detail, professionalism, and collaborative approach made the entire experience smooth and enjoyable. I would highly recommend their services to anyone looking to improve their website and online presence."
Project Snapshot
- Website Layout & Design
- Strategic Copy Consultation
- Accessibility Review
- SEO Fundamentals
- Restructured six-page site
- Fixed certificate & testimonial layout
- Strategic brief for phase two
- Accessible colour & font system
Gets people talking. Then keeps them at it.