CLIENT CASE STUDY
A marketing-led website rebuild for Heart in Mind
Jolene’s website wasn’t cutting the mustard.
She’d built and designed it herself a while ago, with a handful of pages, some articles and a bit of useful information about her basic therapeutic services. Considering Jolene had no experience in building out a website, she did a super job. BUT, as with many DIY sites, it just wasn’t showing off what she does, who she helps and her powerful why. The site wasn’t being found by Google, it had a generic tone of voice and crucially, Jolene had received zero enquiries through the site.
This just didn’t seem right (and it certainly wasn’t indicative of how awesome Jolene is!). Jolene’s therapy is in MASSIVE demand at the moment, with a good stream of referrals, social media enquiries and long-standing clients. You see, Jolene’s a trauma-trained therapist, with deep expertise in supporting neurodivergent children, teens and adults, alongside her specialism in breathwork, nervous system regulation and somatic therapy (plus, she’s one of the loveliest people you’ll ever meet).
Her existing website had been built herself, as is so common with solopreneurs, but the stats told the story…
No website enquiries.
Low visitor numbers.
No clear connection to Google Business Profile.
No proper search optimisation.
No technical setup behind the scenes.
No clear journey for the people who needed her help.
The site existed.
But it wasn’t bringing the right people to her door.
The challenge
Jolene needed more than an OK-looking landing page website.
She needed a website that could:
- Clearly explain what she offers
- Help the right people understand whether she was the right therapist for them
- Support local visibility in St Neots and Cambridgeshire
- Be found by search engines and AI tools
- Connect properly with Google Business Profile
- Turn website visitors into genuine enquiries
This is where marketing-led website design really comes into its own. It’s all well and good having a website which sits there looking OK, but it needs to serve an important purpose for your business. It should help people find you, understand you, trust you and take the next step.
What we did
We started with strategy, not design.
Before anything was built, we looked at Jolene’s audience.
Who was she trying to reach?
What support were they likely searching for?
What language would feel safe, clear and human to them?
What would someone need to see before feeling ready to drop Jolene a message?
From there, we created a completely new website structure based on real user journeys (making it easy for the right people to find the right support).
We then:
- Redirected old pages properly to avoid broken journeys
- Created a new website structure from scratch
- Built clear pathways for different audiences
- Developed a full brand colour scheme based on her new logo
- Wrote all website copy in a tone that felt like Jolene (crucially no ‘us’ or ‘we’, it’s all ‘you’ and ‘I’ – take a look and see what we mean… )
- Designed and built the site on a platform Jolene could manage herself
- Created consistent layouts, buttons, headings and image styles
- Added detailed alt text across the site
- Optimised every page for search engines and AI discovery
- Set up and connected Google Search Console
- Built and optimised her Google Business Profile
- Indexed the new pages
Every single detail mattered (not because we enjoy making life complicated, although we do love a well-structured website!) but because small details make a big difference.
Font sizes.
Button styles.
Page flow.
Alt text.
Metadata.
Internal links.
Search terms.
Local signals.
Google Business Profile setup.
All of these things help a website work better for both humans and algorithms.
The result?
This is where we’d normally insert a picture of us beaming with happiness – but this isn’t about us…
Before working with us, Jolene had received:
0 enquiries through her website.
Within 6 weeks of launch, she had received:
15 high-quality enquiries from aligned potential clients.
Not random enquiries or spam requests for her bank details. Perfect, ideal clients, contacting her directly to find out more/sign up for therapy/ask for her support with:
- Neurodivergence
- Autism and ADHD
- Breathwork
- Nervous system regulation
- Trauma-informed therapy
Incredible or in Jolene’s own words “These enquiries are WILD, Lynnette”.
These were the exact people the website had been built to reach. Local and online. Warm, relevant and ready to take the next step.
Why it worked
This worked because the website was not treated as a standalone design project.
It was treated as part of Jolene’s wider marketing.
That meant the words, structure, visuals, search setup and Google Business Profile all worked together.
A website can look beautiful and still do absolutely nothing.
But when you combine:
You give the website a much better chance of bringing in the right enquiries.
The Wing Woman Plus approach
We build websites as marketers first.
That means we are not just asking, “Does this look nice?”
We are asking:
- Does this make sense to the person landing here?
- Does it clearly explain what the business does?
- Does it guide people to the next step?
- Can search engines understand it?
- Can AI tools understand it?
- Does it sound like the actual human behind the business?
- Will it help generate enquiries?
And of course, we build sites to be easy to up-keep by the humans in the business (none of this hidden, complex code so that only people with a PhD in programming can update a blog).
From Lynnette
“Seeing Jolene go from no website enquiries to ten genuinely aligned enquiries in a matter of weeks was incredible.
This was never about just making the site look better. It was about building something that worked for her audience, for search, for AI discovery and for the way people actually make decisions.
We brought together strategy, copy, structure, technical setup and proper marketing thinking. That is where the magic sits.
Not in a flashy design for the sake of it.
In a website that helps the right people find the right person at the right time.”
What does this mean for you?
If your website is not bringing in enquiries, something is missing.
If your website is not bringing in enquiries, something is missing.
It might be the structure.
It might be the messaging.
It might be the SEO.
It might be the user journey.
It might be that Google and AI tools simply do not have enough clear information to understand what you do.
Or it might be all of the above.
You do not always need a huge agency or a massive budget.
You need a website that is built with strategy, care and purpose.
That is exactly what we do.
Check out our pics from Jolene’s personal brand photoshoot – where we handed over more than 320 professional photos to Jolene for her to use on socials (and of course we used them on the website too!).
Still not sure? You’re in good company
Most people come to us with a website they’ve outgrown.
It might feel dated. It might no longer reflect the business they’re running now. Maybe it looks fine but isn’t bringing in enquiries, the messaging feels vague, or they know it should be doing more but they can’t quite see what needs to change.
Sometimes the problem is the structure. Sometimes it’s the copy, the search setup, the customer journey, the visuals or a mix of all of them.
You don’t need to diagnose it before you get in touch.
Tell us what feels off, what you’d like the website to be doing better and where the business is heading.
We’ll help you work out what needs attention, what can stay and what the right next step looks like.
You don’t need to have the answers before you speak to us. Figuring that out is part of the conversation.
Let’s work out where to start
Tell us what you think you need and we’ll help you find the most useful next step.
Common questions (and answers!)
Who was the client?
Heart in Mind, led by Jolene Ironside, a trauma-trained therapist.
What does the client do?
Autism and ADHD support, breathwork, nervous system regulation, trauma-informed therapy and neurodivergent support.
What was the problem?
Her website was not generating enquiries and was not properly optimised for search, AI or Google Business Profile.
What did Wing Woman Plus do?
Strategy, structure, copywriting, website build, SEO, alt text, Google Search Console, Google Business Profile and indexing.
What was the result?
15 aligned enquiries in a matter of weeks, after previously receiving none through the website.
Do I need a full website rebuild?
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
What if I don’t know what’s wrong with my website?
That’s completely fine.
Most people come to us because something feels off. The site feels dated, enquiries are slow, the messaging no longer fits, or they’ve simply outgrown what they built a few years ago.
You don’t need to have the answers before you speak to us. Figuring that out is part of the conversation.
Do I need a full website rebuild?
Not always. Sometimes the structure is sound and the real issue sits in the messaging, user journey, search setup or a few key pages. We’ll look at what you already have before recommending what needs to change.
What if my website looks fine, but it isn’t bringing in enquiries?
That’s exactly the kind of thing we look at. A site can look perfectly good and still make it hard for people to understand what you do, trust you or take the next step.
Can you help with the words as well as the website?
Yes. Copy, structure, messaging and user journey are all part of how we approach a website. The words need to sound like your business and make sense to the people you want to reach.
Will you help with SEO and being found in AI search?
Yes. We build search and AI discoverability into the site from the start, including page structure, metadata, internal links, local signals and clear content that helps search engines and AI tools understand what your business does.
Do you connect websites with Google Business Profile?
Yes, where it makes sense. For local businesses especially, your website and Google Business Profile should support each other rather than sit separately.