Overview
The goal of this project was to create a cohesive branding strategy to guide the creation of their website and brand images. By achieving this Bright Spot Counseling can quickly and easily create future marketing content & attract their ideal target market.
Goals at a Glance
- Brand identity & messaging that speaks to ideal client
- Interactive content to engage potential clients
- Organize website structure with SEO in mind
- Make updating the website less "scary"
Results
Brand Strategy & Differentiator
During our Brand Discovery Workshop, we discussed the many strengths and specialties Bright Spot’s clinicians possess and the vision the owner saw for the future of the practice. After peeling back the layers and diving into who their ideal client is, their fears and obstacles with starting therapy, we came to the conclusion that we needed to lean into their unique positioning in the industry. Their method of collaborating as a team of therapists based on their strengths helped heal their clients & deliver results. Bright Spot offers “Therapy That Actually Helps” to high-achieving women with perfectionist tendencies.
Brand Photography
We set aside half a day for all of the therapists to come into the new Bright Spot Counseling office in Farmington Hills to get their headshots taken and stage some photos for the website. In an MECLABS study, an image of a real person received 34.7% more conversions than a stock image. While photos of therapists in action can be tricky to take pictures of (how many more pictures of a person laying on a couch, talking to a therapist do we need in the world, amirite?), I was glad to we were able to take some pictures of the services they offer like EMDR, Math Heart, and Brainspotting so potential clients could get a better sense of the safe environment they would be in during a session.
Website Design
The old Bright Spot website was structured around broad mental health issues that people may be feeling, such as trauma and anxiety. While discussing their ideal client’s decision making process in selecting a therapist, we concluded that many clients do not know what issues are causing them discomfort.
The new website addresses the concerns of their ideal client by promoting their unique Roadmap to Recovery program where Bright Spot therapists work together for the client. Once a potential client is ready to choose a therapist, they can take a quiz to reveal which Bright Spot therapist is best suited to meet their needs and personality.
Branded ICONS
The old website had a lot of great content, but it was very text heavy. We needed more visual elements to break up the content so their message would be seen by their potential clients.
Instead of using more stock images, I created icons that matched their brand style & colors to represent the many services they offer.
Easy to Update Website
During my Discovery Call with Bright Spot, when I asked what their likes & dislikes of their old website was, I was told that they didn’t update their website content very often because they were scared of breaking it.
I haven't updated the website in a long time. I'm too scared I'm going to break it!
I believe that a business’s website can be a powerful tool— as long as it’s utilized! So I created a backend admin interface that is easy-to-use, even if the person updating the website isn’t the most tech savvy.
A good example of this is on the therapist profile page. Filling out a therapist’s information in the admin interface automatically updates several pages of the website. This saves time by only having to update a single page and reduces the likelihood that a part of the website becomes outdated due to human error. Once a therapist profile page is published, the information is stylized and published on many different sections of the website, including:
- Checking the Accepting New Patients box automatically adds “Schedule Online” buttons to their profile
- Treatment services are listed with the corresponding icon & linked page automatically
- Checking off accepted answers for each question of the quiz, automatically adds them to the quiz results
- Linked profile pictures are displayed in a scrolling carousel on the homepage
- Published profiles are automatically added to the main “Therapist” page
Outcome
All of the suggestions to make the content more interactive and cohesive we're amazing! The look and design elements were such a thrill!
I get compliments all the time on my new website. It was so worth the investment in Tracy's expertise.
