Newbury Counseling & Consulting
Therapy for Life’s Changing Seasons
Chicago, Illinois
Helping a blossoming Chicago therapy practice turn an outdated website and digital presence into a space that truly supports its clients — and its team’s growth.
Scope
Brand Direction • UX Architecture • Copywriting • Website Design & Development • Booking Integration • SEO Foundation
The Real Problem
Newbury initially reached out for SEO support.
But sending traffic to a website that wasn’t built to convert would have been a wasted investment.
The existing site:
• Disrupted scrolling with a fixed hero
• Lacked emotional warmth
• Felt visually inconsistent
• Was not optimized for mobile
• Offered weak calls to action
• Didn’t support a growing team structure
Before driving growth, we needed to rebuild the foundation.
From Solo Therapist to Growing Team
Julia founded Newbury Counseling after over a decade in clinical leadership.
As the practice expanded from solo therapist to a growing team, the website needed to evolve alongside the business.
The goal wasn’t just a refreshed look.
It was to:
• Support multiple clinicians
• Increase qualified inquiries
• Establish credibility in a competitive Chicago market
• Create a foundation for long-term SEO growth
This reframes the project as business expansion, not design.
The Strategy
Newbury’s audience isn’t browsing casually. They are often overwhelmed, navigating major life transitions, and seeking reassurance.
The website needed to feel safe, human, and grounded — without sacrificing professionalism.
Strategic priorities included:
• Restructuring the sitemap for clarity and ease
• Creating dedicated clinician pages to support team growth
• Designing service pages built for future local SEO expansion
• Integrating a seamless external booking system
• Optimizing mobile experience for real-world usage
• Establishing a cohesive brand system for long-term consistency
Only once the foundation was built did investing in SEO make sense.
Pinterest Moodboard Exploration
Brand Direction
Julia envisioned a practice that felt warm, calm, and welcoming.
We translated that vision into a cohesive system built around:
• Soft, natural neutrals with depth
• Gentle curves and layered shapes
• Timeless, approachable typography
• Photography that felt intimate rather than clinical
In therapy, emotional tone drives trust.
The new brand invites visitors in — rather than asking them to prove they belong.
That’s elevated without being dramatic.
“The website is BEAUTIFUL and captures the heart of Newbury Counseling and Consulting – thank you so much!”
- Julia N., Owner -
The Outcome
Following launch:
• Increased inquiry volume
• Stronger conversion confidence
• One clinician fully booked
• Improved credibility within the Chicago therapy market
With a strategic digital foundation in place, we are now building their SEO roadmap from strength — not guesswork.
“I want to thank you for all the hard work you have put into NCC's revamp; it truly has made a difference! Abigail has had a big influx in clients and intakes."
– Julia Newbury