Psychologists play a fundamental role in addressing crucial issues in today’s society, helping people understand their thoughts and feelings to promote positive changes in their lives.
Espaço EvoluSer recognized the importance of providing a welcoming experience from the very first digital interaction, so they collaborated with me to create a website that conveys their vision to clients.
The project started to expand client acquisition channels
To achieve this, they needed a new website optimized for digital marketing and focused on converting visitors into clients.
Furthermore, EvoluSer provides services to companies, such as professional skills development, communication, lectures, and customized workshops. Their previous website didn’t highlight these services, especially those targeted at businesses, which weren’t mentioned at all.
Joice Carina, the owner, knew it was crucial to create a connection with the audience researching the clinic and its services. People need to feel a certain trust in the professional who will attend to them.
The field of psychology struggles with societal stigma
Often being associated solely with diseases, disorders, and suffering, this perspective influenced the previous website developed by another company, and featured images of people in distress, reinforcing negative connotations around therapy.
A poorly developed strategy can negatively impact client acquisition, which I identified as one of the key areas of focus for this project.
I revamped the communication, adopting a positive approach with an emphasis on key concepts like lightness, self-development, self-care, and the benefits of the services.
Project goals
- Make the communication friendly
- Prepare the site for Analytics
- Transform the site into a source of conversions
In a niche related to quality of life and well-being, it’s crucial to convey the emotional value of the clinic’s services. It was also important to communicate everything that happens within the clinic space simply and accessibly to the public, to reduce the strangeness barrier.
Key results
Improved market positioning
Enabled a gradual increase in session fees (and revenue)
Opened up more B2B (business-to-business) sales opportunities
Website development
This company is a hidden gem in plain sight, with a presence on an online radio station, a podcast on Spotify, lectures, volunteer work, and many other achievements that simply no one knew about. My mission was to capture everything surrounding the company and the professional so that we could develop her visibility based on the quality of the services she and her team had provided up until then.
Page creation and technical details
I designed a user-friendly site architecture by organizing content into separate sections for individuals and companies. Individual clients can now find all information on a single page, while corporate clients have a dedicated page detailing EvoluSer’s business services.
I also ensured that each of these pages was suitable to serve in paid media strategies as landing pages, reducing the need for the company to allocate resources for separate development and maximizing conversion potential through organic traffic.
Details about the technical SEO
The technical SEO was designed to benefit the company’s positioning, starting at the local level, where it is headquartered:
- Proper URL hierarchy
- Building authority positioning on the pages
- Establishing relationships between content on different pages
- Improving user experience with the layout
- Greater relevance for organic positioning on Google and other search engines
Creation of a social media profile page
Everything Joice and her company had already accomplished couldn’t remain invisible to the public eye, so I worked on creating a page for her social media profile that gathered links to all continuously updated resources.
Now, users who access the company’s social media bio link can extend their experience beyond the time spent in the clinic’s physical space for personal and professional development.
Kickstart to consolidating a brand identity
As the brand was in its early stages of development, there was dispersion in both verbal and visual communication across different channels. With the website development, I also sought to initiate the definition of these elements to prevent the brand from undergoing drastic identity changes in the future.
Compliance with the professional code of ethics
This was a key consideration that I observed during the construction of the persuasive communication used throughout the site. The council that sets the rules of conduct for psychology professionals requires that certain principles be followed to ensure the company’s communication channel complies.
How did it impact the final result?
The code specifically prohibited the use of patient testimonials, even if voluntary, for self-promotion purposes. Additionally, it needed to clearly mention how this channel didn’t provide any immediate psychological support and include a link directing users to a government channel that assists people experiencing a crisis or emergency. In practical terms, it ensures the company adheres to standards according to the regulations.
Compliance with the General Data Protection Law (LGPD)
As other marketing strategies were being developed in parallel with the website, I needed to implement all forms of user tracking to make decisions based on data insights. However, with the General Data Protection Law in force in the country, I couldn’t collect this data without user consent.
So, I implemented a management system for these permissions, allowing each visitor to choose how their data would be used within the tracking categories. It ensured that the platform would also keep a record of all users who had interacted with the cookie banner, to protect the company legally.
Wrapping up
This project demonstrates how a well-executed digital strategy can transform a company’s online presence while respecting the sector’s particularities and the client’s specific needs.
It not only improved EvoluSer’s online presence but also redefined how a psychology company can present itself digitally. By balancing visibility with professional ethics, and technical innovation with legal compliance, I created a model that can inspire other companies in the sector. The result is a website that not only attracts clients but also educates and informs, raising the standard of digital communication in the mental health field.