Case Study: Redesigning an Online Therapist's Website to Create Clarity in Scheduling
We had the opportunity over the summer to refresh MN Online Counseling’s existing Squarespace website. The website had a good foundation but needed a boost to reach its full potential in terms of user experience, aesthetic appeal, and functionality—all aimed at making it easier for users to schedule an appointment. Therapists have enough on their plates, and handing off the design to Happy Little Websites allowed for a focused effort to achieve this goal without taking valuable time away from their counseling schedules.
Challenges Addressed During the Redesign
The primary challenge was simplifying the process for clients to book appointments with the right therapist while keeping the website visually inviting and easy to navigate. Initially, some users were unsure how to proceed or which provider to select, resulting in many emails to ask these questions.
Before: Therapy specialization tags provided a good basis but didn’t allow for filtering, making it difficult to read through the long list of tags without feeling overwhelmed.
To improve clarity, we implemented the Universal Filter Plugin built for Squarespace by Squarewebsites, allowing clients to easily narrow down their therapist options based on specific needs.
After: The Universal Filter installation, using a Squarespace summary block to pull therapist information from a blog collection, created a cleaner and easier-to-use directory.
This plugin was paired with a “Get Started” page that provided step-by-step instructions for choosing and booking a therapist. These changes made the scheduling process straightforward and user-friendly.
The Get Started Page
The "Get Started" page offered the following information:
Step-by-step instructions for selecting and booking a therapist online using the directory and the SimplePractice portal.
Instructions for confirming appointments and accessing necessary forms via email.
This setup was designed with the user in mind, answering their questions up front about how to schedule to avoid back and forth emails, all while creating a welcoming, accessible experience from the homepage onward.
Redesign Goals
The primary goals for the redesign were to improve site organization, enhance the aesthetic, and ensure ease of use for both first-time and returning clients. The site needed to feel like an extension of the therapy process itself: calm, welcoming, and personable.
Key goals included:
Improved navigation to streamline booking
Aesthetic enhancements for a polished, professional look
Increased functionality with a focus on user experience
SEO updates to attract and retain traffic
Client Testimonial
The client was thrilled with the results of the redesign. Their testimonial highlights our communication and attention to detail:
The Universal Filter Plugin
One of the standout features of the redesign was the Universal Filter Plugin, which allowed us to tag individual therapists based on their specialties. This feature streamlined the search for clients by enabling easy filtering through a dropdown menu.
How it added value:
Easy Filtering: Clients could filter therapists by areas of expertise, like LGBTQIA+ support or trauma-focused therapy, with just a couple of clicks.
Enhanced User Experience: This feature eliminated the need for clients to manually sift through long lists, minimizing confusion and helping clients quickly find the right therapist.
Simplicity in Customization: The plugin was easy to install and tweak, ensuring seamless integration without sacrificing design.
Why Squarespace is Ideal for Therapists
Once you’ve dialed in the right content, sitemap structure, and SEO with a designer, Squarespace allows for easy updates on the fly. Its drag-and-drop interface makes it simple for busy therapists to add new bios or update service offerings.
Squarespace also provides robust scalability options, and with help from expert designers, like our team, therapists can maintain a modern, functional site with minimal effort. The platform’s support network and community resources ensure any future needs are handled quickly and efficiently.
Best Practices for Therapist Websites
Through the redesign, we followed industry best practices for creating an effective, client-focused therapy website:
During the redesign, we followed best practices for creating an effective, client-focused therapy website:
Clear Service Descriptions: Each therapist’s page includes a detailed description of their specialties, helping clients select the right provider.
Insurance Information: Transparent insurance details are included to ensure clients have everything they need before booking.
Team Bios: Every therapist’s bio is linked to their profile, giving clients quick access to their qualifications.
HIPAA Guidelines: Sensitive medical information is not gathered on the site; instead, we linked to the Simple Practice scheduler, using the site as an informational hub.
SEO Optimization: We added relevant keywords, meta titles, and descriptions to improve search engine visibility and help prospective clients find the practice.
Enhancing SEO Performance
We carefully structured titles, headings, and descriptions across the site to lay a solid foundation for SEO. With SEO-friendly meta titles and descriptions in place, we set the stage for increased search engine visibility over time.
Scalability for the Future
The website was designed with scalability in mind. As the practice grows and adds new therapists or services, the client can refer to how-to videos we created for guidance on maintaining consistency. These videos, stored on a hidden page, walk the client through updating content, adding therapists, and making future changes.
We also aligned the branding on the Simple Practice scheduler landing page, despite its limited customizability, ensuring a cohesive experience as clients move from the website to booking their first session.
The Results
This project showcased our commitment to creating websites that not only look great but also function seamlessly for both the client and their users. By leveraging tools like the Universal Filter Plugin, optimizing SEO, and providing long-term support through instructional videos, we ensured the site would remain a valuable tool for years to come.
If you’re a therapist looking to redesign your website or need a website built from scratch, fill out our form and schedule a call to explore getting expert support to create a site that helps you connect with clients and grow your practice.
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