MATTIE CHEIN LCSW
01. OVERVIEW
Mattie Chein is a licensed clinical social worker with a virtual, private-pay practice for high-functioning adults in California and New York.
A therapist is chosen in the seconds after the page opens. The reader is deciding whether this is a person they could say the hard thing to, and a wellness template answers that question the same way for every therapist at once.
I rebuilt the practice end to end and went live on 18 July 2026: her own identity from the palette to the wordmark, one small ask on every page, a search campaign that serves only in the two states she is licensed in, and a measurement rail that can say which click booked a consult without recording anything about the person.
02. THE CHALLENGE
Therapy is a decision people make slowly and privately, so every part of the path has to lower the cost of the first step.
03. THE SOLUTION
One build carrying the identity, the path to a first call, the search campaign, and the measurement that closes the loop.
An identity from one hue
Four surfaces on a single hue, separated only in lightness, so a section change reads as a step and never as a mood swing. A wordmark set in her own display face, in four variants, with the favicon and the share image built from the same outlines.
A drawing language, not an icon set
Seventeen marks and the botanical sprig, all drawn with one pen at one stroke weight: the five modalities, the contact icons, the profile links. Nothing on the page comes out of a generic library.
The path to a first call
One ask on every page: a free fifteen-minute consult, booked on the site itself. Eleven links used to send people out to the calendar's own domain, where a booking was invisible to me; since 4 September 2026 they all land on one page that embeds the same calendar. The booking asks for a phone number, because she calls.
Written for the machines too
A plain summary of the practice, her services and every FAQ answer in the form assistants read, generated from the same source as the visible answers so the two cannot drift, and a unique title and description on every page. Three answer-first guides in her voice went live on 22 August 2026.
Search sized to the licence
A campaign that serves only to people physically in California or New York, on exact and phrase keywords, with no audience segments and automated expansion off, and a negative list that keeps her budget away from people searching for other therapists by name. Ad traffic lands on its own page, kept out of the index and rebuilt on 6 September 2026 a third shorter.
Measurement that survives the rules
A consult booked days after the click still lands against that click, joined by the click's own identifier and by nothing about the person. The whole chain was walked live on 4 September 2026, from first visit to booking to the figure the ad account counts, and fixed where it broke. The only thing the system ever records is that a consult was booked.
04. RESULTS
A template site became a practice with a front door, a measured path to it, and a written baseline for every change that follows.
A perfect readability score, held
My own audit engine scored the site 80 out of 100 on 30 July 2026. Fixed the same day, it returned 100 out of 100 the next day, and 100 again on 22 August after the guides went live: access, facts, legibility and contactability, all at 100.
Search that speaks in two states
The campaign serves only in California and New York, with no audience targeting of any kind, and lands on a page written for the search. The last leg, the ad account counting a real booking against a real click, waits on traffic rather than on work.
A booking that carries its click
Since 4 September 2026 every consult booked on the site arrives with the click that caused it, and the studio gets one line the moment a booking lands, cancels or moves. No health information is stored or sent, ever.
A headline on a thirty-day clock
The landing page's new headline went live on 6 September 2026 against a written baseline: 88 paid visits to the old page and a 6.8% click rate on its call to action. It is frozen for thirty days and read on 6 October. Below half the baseline it swaps for the named runner-up; flat is noise, and nothing else moves.
A therapy site has one job: make the first call feel small. The identity, the facts assistants read and the campaign are all in service of that one step.