Custom Squarespace Website & SEO Strategy for a Trauma Therapist
Richard Brouillette
When Richard came to me, he didn’t need “more traffic.” He was already getting it.
What he needed was the right traffic.
Richard’s previous website was attracting visitors — but many of them were other therapists, students, or peers searching for clinical information.
He was ranking for:
academic and modality-heavy keywords
professional training terms
general psychotherapy phrases
What he wasn’t ranking for?
High-intent searches from real people looking for help, such as:
therapist for CPTSD
trauma therapy online
EMDR online treatment
internal family systems therapy online
In other words: Google saw him as an educator.
Not as a therapist available to help clients.
And that misalignment was quietly costing him conversions.
The Strategic Shift
This wasn’t just a redesign.
It was a positioning and SEO correction.
Using deep keyword research and a full structural overhaul, we rebuilt the site around clear service-intent clusters:
A Trauma Therapy pillar page anchored to “trauma therapy online”
A dedicated CPTSD therapy page targeting “therapist for CPTSD” (high volume, strong intent)
A separate EMDR page built around “EMDR online treatment”
An IFS therapy page for modality-specific seekers
Instead of scattering credentials and modalities everywhere, we created focused service pages designed to match how potential clients actually search.
Google now understands:
Richard offers trauma-informed therapy.
Online.
For people actively seeking support.
Repositioning the Message
But SEO alone wasn’t enough.
Richard’s brand is deeply relational and emotionally attuned — 70% Healer, 30% Sage.
His soulmate clients are emotionally overwhelmed, trauma-aware individuals longing for clarity and safety.
So we aligned the copy to reflect:
Emotional safety
Clear explanations of trauma
Direct, grounded language
A steady, regulated tone
No academic distance.
No clinical jargon overload.
No talking at people.
Instead, the site now speaks directly to the exhausted, over-responsible, emotionally flooded person searching late at night for help.
Visual & Structural Refinement
The visual brand reflects his core attributes:
Gentle
Clear
Steady
Warm
Spacious layout.
Lots of white space with a splash of color.
Soft structure.
Clear hierarchy.
Inventive imagery.
The homepage now anchors identity and service clearly, instead of acting as a catch-all for credentials.
And his “About” page tells a human story — not just a résumé.
The Outcome
✔ Traffic now aligns with client intent
✔ Clear service pathways for CPTSD, EMDR, IFS
✔ Stronger positioning as a trauma therapist (not an academic resource)
✔ Higher-quality inquiries
✔ A brand that feels safe, grounded, and human
Most importantly:
The website now attracts people who are ready for therapy — not just information.
Need a Therapy Website That Attracts Clients, Not Just Clicks?
If you’re a therapist, healer, or purpose-driven professional and your website is ranking — but not converting — the issue may not be traffic.
It may be positioning.
Let’s build a custom Squarespace website and SEO foundation that speaks directly to the people who are already searching for you.