Therapy Practice Website Refresh for AJ Counseling and Consulting
When a licensed therapist and clinical supervisor like Dr. Arianne Jennings reaches out, the conversation starts with heart, not just pixels.
Dr. Jennings was already doing meaningful work. She offers virtual therapy for adults navigating anxiety, burnout, grief, and major life transitions. She provides clinical supervision and coaching for emerging clinicians. She also partners with organizations and communities through trauma informed trainings, leadership workshops, and speaking engagements across Maryland and Virginia.
Her existing website reflected her warmth and authenticity. The soft tones, genuine imagery, and inviting voice were already there. What was missing was clarity. Services overlapped. Pathways were not clearly defined. And visitors, many of whom were already overwhelmed helpers themselves, had to work too hard to understand where they fit.
The site did not need a full reinvention. It needed alignment.
The Challenge: Clarity, Positioning, and Trust in Mental Health Spaces
For mental health professionals, a website is not just a digital brochure. It is often the first place someone lands when they are tired, unsure, or quietly searching for support. That space has to hold people well.
This project needed to balance several important realities.
Clinical therapy services had to be clearly separated from non clinical offerings like supervision, coaching, consulting, and speaking to honor licensing standards and build trust.
The messaging needed to feel supportive and human, not sales driven or overwhelming.
The structure needed to support growth, including future blog content, events, and speaking engagements.
And the site needed a stronger SEO foundation to meet people where they were already searching, virtual therapy in Maryland and Virginia, clinical supervision for emerging clinicians, burnout support for therapists, and trauma informed leadership training.
The heart was there. The strategy needed to catch up.
Our Strategic Approach
We approached this project with intention, restraint, and a long view of where Dr. Jennings’ work is headed.
Clarifying Services and Audience Pathways
We began by creating clear, intuitive pathways for each audience. Therapy Services were separated from Professional Services and from Speaking and Trainings. Each section now clearly communicates who it is for, what is offered, and what the next step looks like, without asking visitors to figure it out on their own.
This immediately reduced confusion and decision fatigue, especially for visitors already carrying a lot.
Refreshing the Brand and Visual Experience
Rather than reinventing her brand, we refined it. We adjusted spacing, typography, and layout to create more breathing room and visual steadiness. The design now feels calmer, more cohesive, and more reflective of her grounded, compassionate approach. It invites people in without feeling clinical or busy.
Supportive Messaging That Guides, Not Pushes
We rewrote the site copy to center empathy and clarity. Each page answers three simple questions: who this is for, what you can expect, and what to do next. Clear calls to action were added, not to pressure, but to gently guide visitors forward.
Compliance, Trust, and SEO Foundations
Clinical and non clinical boundaries were clearly defined. Emergency and disclaimer language was added where appropriate. Credentials were made easy to find. On page SEO was strengthened across key service areas and locations, including virtual therapy and clinical supervision in Maryland and Virginia, without sacrificing warmth or readability.
Building for Growth
To support the full scope of her work, we added dedicated Blog and Events pages. These spaces allow her to share insight, highlight upcoming trainings and conversations, and steward the depth of knowledge she brings to mental health, leadership, and community work. The website is now positioned to grow alongside her mission.
The Result
The refreshed site now feels like an extension of Dr. Jennings’ care.
Visitors can quickly recognize where they fit and take meaningful next steps. Therapy clients find a safe, clear entry point. Clinicians discover a human centered space for supervision and support. Organizations can easily explore trainings, speaking, and consulting opportunities.
More than a visual update, the site now offers alignment. It reduces friction. It honors ethical boundaries. And it creates space for sustainable growth.
Before
After
Why This Matters
In a field where trust and safety matter deeply, a website should hold people gently before the first session ever begins. When strategy meets empathy, clarity follows. And clarity allows the right people to find the right support at the right time.
This is the work we care about.
If you are a therapist, supervisor, or clinician led organization ready to bring clarity, structure, and intention to your digital presence, we approach every project with the same care and thoughtfulness.
Your work deserves a digital home that reflects the impact you are already making.
If you are ready for a website that feels clear, grounded, and aligned with the work you are doing, I would love to support you. Use the button below to connect with us.