MATTIE CHEIN LCSW
01. OVERVIEW
Mattie Chein is a licensed clinical social worker running a solo private practice for adults in California and New York. Every session is virtual and private pay. There is no front desk, no billing team, and nobody else to catch an enquiry she misses.
Her practice ran on a Squarespace template wearing the same soft, interchangeable look most therapy sites wear. That is a real commercial problem in a category where the entire purchase decision is whether a stranger trusts you enough to make one phone call.
I rebuilt the practice end to end as a fast site she owns, then built the acquisition engine behind it: paid search into a page written for the search, a free consult that books itself into her calendar, and a measurement rail that ties a booked consult back to the search that caused it without ever recording anything about the person's health.
02. THE CHALLENGE
Therapy is bought on trust and advertised under rules most categories never meet. Both of those had to be solved by the same build.
03. THE SOLUTION
I built the site and the ad engine as one system: a page that makes the first step obvious, a booking that finishes itself, and measurement that proves which searches turn into consults, all inside the rules the category imposes.
A practice that looks like her
A warm palette drawn from real materials (bone, greige, clay) with soft radii and no dark bands, a display serif over a reading serif, and a hand-drawn icon set drawn with one pen so nothing reads as clip art. Sections alternate paper, greige and linen so every idea gets its own room.
One ask, on every page
Every page terminates in the same primary action: a free fifteen-minute consult. It is its own calendar event with its own availability, and it collects the phone number she needs to make the call, so a booking arrives ready to run rather than starting another round of email.
A landing page built for paid search
Ad traffic lands on its own page, written for the intent that brought it and deliberately kept out of the search index so it never competes with the practice site. The old campaign URL still redirects into it, so no live ad can ever point at a dead page.
Compliance designed in, not bolted on
Counseling framing throughout, no remarketing and no interest or affinity audiences anywhere in the account, and the only conversion the system records is that a consult was booked. Never a symptom, never a condition, never a diagnosis.
Consults tied back to the search that caused them
A booking that happens days after the click still lands against the click that created it, joined by an anonymous click id imported back into the ad account. Analytics and the ad account are linked, so the loop closes without a spreadsheet and without anything identifying moving between systems.
Written so answer engines can quote it
A plain-language machine summary at /llms.txt, structured practice data covering what she offers and where she is licensed, and an FAQ whose structured data is generated from the same source as the visible answers so the two can never drift apart. Every public page carries its own title and description.
A monthly read she can use
One report a month in plain language: what people searched, where the traffic came from, and how many consults were booked. Outcomes, never account mechanics. She stays informed about the funnel without ever having to operate it.
04. RESULTS
A template practice site became a site she owns with an acquisition engine behind it:
Live on a stack she owns
A Squarespace template became a fast site on her own domain, carrying the practice pages, a blog, the legal set a health practice needs, and a booking flow that runs without a developer in the loop.
The first step runs itself
A stranger can find her, read enough to decide, and hold a consult slot without Mattie touching anything. The only thing that reaches her desk is the call itself, with the number she needs already attached.
Measurable inside the rules
The system can say which search produced a booked consult while carrying nothing about the person who searched. That is the part most health funnels either skip or get wrong.
Legible to answer engines
Our own AI-findability audit scored the first pass at 80 out of 100, named the gaps, and scored the fixed site 100 out of 100. Her practice facts are now readable by an assistant answering on her behalf, not just by a person scrolling.
Therapy sells on trust, so I built the trust into the system: a site that sounds like her, one free call as the only ask, and an engine that can prove which search booked it without ever recording a thing about the person who searched.