Case Study
Location
Tennessee, USA
Industry
Mental Health & Wellness
Services Provided
Website Redesign, Copywriting, Local SEO, UX
Outcome
3x patient inquiries, improved rankings, brand alignment with care values
Client Overview:
CalmHarbor is a mental health clinic dedicated to providing compassionate therapy, psychiatry, and wellness programs for adults, teens, and families. Despite their strong offline reputation, their old website didn’t reflect their brand’s warmth or professionalism. It lacked emotional depth, had a confusing layout, and failed to connect with visitors seeking mental health support.
The Challenge:
The client faced several key issues:
- Emotionless design: The website felt childless not a safe, welcoming space for someone struggling emotionally.
- Poor navigation: Visitors found it difficult to explore services or contact the clinic easily.
- Low engagement: Bounce rates were high, and appointment requests were minimal.
- Inconsistent branding: Colors and typography didn’t align with CalmHarbor’s message of balance and care.
For a brand centered on empathy, the digital experience was sending the wrong message.
Objectives
Our primary goals were:
- To build an emotionally resonant online experience that reflects the clinic’s compassionate care.
- To simplify navigation and create a smooth, distraction-free user journey.
- To increase appointment conversions through a clear, trust-based interface.
- To establish consistent visual branding aligned with calmness, professionalism, and empathy.
The Solution
We approached this project with a focus on UI/UX psychology and emotional design ensuring that every element contributed to a sense of calm and safety.
1. Visual Language
We crafted a soft and minimal color palette, mint green, beige, and slate gray to evoke comfort and clarity. The use of white space helped the content breathe and guided attention naturally.
2. Simplified Navigation
We restructured the site into a clear and intuitive flow:
Home | Services | Patient Stories | Resources | Contact | Book Appointment.
This structure made the site more predictable, reducing decision tiredness and increasing engagement.
3. Human-Centered Imagery
We replaced abstract visuals with real, comforting imagery therapists listening, people connecting, and calm expressions, helping users relate emotionally.
4. Conversion-Driven UI
The “Book Appointment” button was placed in multiple, gentle touchpoints. CTAs were rewritten to sound human and supportive rather than promotional.
5. SEO & Content Alignment
We refined on-page copy and metadata around key intent-based terms like “mental health therapy near me,” “family counseling,” and “online therapy sessions” ensuring visibility without compromising empathy.
The Results
Within the first month after launch:
- Bounce rate dropped by 42% due to improved navigation and emotional design.
- Average session duration increased by 60%.
- Appointment inquiries grew by 2.3x - showing stronger trust and engagement.
- Visitors described the site as "peaceful, clear, and easy to use."
- CalmHarbor's digital presence now truly mirrors their mission: helping people find balance through compassionate care.
Client Review
“The new website feels like an extension of our clinic – calm, professional, and easy to navigate. Our patients often mention how much more welcoming it feels. The team understood exactly what we needed and translated our values into design beautifully.” –CalmHarbor Team
