35% increase in Online Bookings for One Team QLD

Rebuilding Connection Through Emotion, Clarity, and Trust

The One Team Counselling & Coaching Website didn’t need more traffic. They needed more trust. Their site looked fine, clean and professional, but it didn’t feel safe. There was no emotional clarity, no reassurance, and too many small friction points that made visitors hesitate instead of book.

This wasn’t about making the site prettier. It was about fixing the actual decision-making journey for someone trying to work up the nerve to reach out for help.

The Problem: Pretty Websites, Cold Conversations

Before the redesign, this site had every classic CRO mistake:

• Content repeated across pages, scroll fatigue kicked in fast
• Headlines that said nothing emotional or specific
• CTAs buried or inconsistent
• Cost, fear, uncertainty never addressed until too late
• Generic stock photos, zero local proof
• Dense text blocks nobody was reading
• Pricing dropped on them with no reassurance
• FAQs hidden at the bottom where they’re useless

The structure ignored how people actually decide to book therapy. They were bouncing before they got anywhere near the form.

What We Did: Match the Psychology, Then the Website Design

Rebuilt every page with conversion-first structure – specifically for high-trust services where people are generally hesitant to take action.

This wasn’t about making it “look better.” It was about making every click, scroll, and call feel easier and safer. People don’t book because a site is pretty. They book because they feel understood. So, we led with empathy, showing visitors we get what they’re dealing with before asking for anything.

We softened the conversion path. Early CTAs like “Book Online” and “Learn How It Works” showed up before the sales pitch. No pressure. Just reassurance that help was one click away.

Every two or three sections, we added a gentle nudge, enough rhythm to guide momentum, not overwhelm it. Think “helping hand,” not “hard sell.” Then we flipped the structure: FAQs came before pricing. That’s where hesitation happens. We handled objections while trust was still high.

Local proof mattered most. Real counselling room images, Springfield location photos, and genuine google reviews. When visitors see people like them, not stock models, it builds comfort.

We cleaned up the mobile booking flow too. Add invitations to call first with no forms and no frustration. Because on mobile, every extra field is a lost lead.

Next was a risky move, We also pulled the embedded TidyCal calendar. The client was getting okay bookings but it came at site speed/performance and usability cost. On mobile there were limited page speed optimisation options and visually it stretched the page forcing users to commit to what felt like an endless scroll, before receiving all the relevant information.

We replaced it with a softer, two-step action and designed copy so the pages were shorter. The faster load times, and a clear next step (“Book Online” or “Learn How It Works”). Now, visitors don’t feel pushed into a decision. They feel guided.

And finally, we rewrote every service page to speak directly to who’s booking, individuals, couples, teams. Each message felt personal, not templated.

The result? A website that doesn’t just look professional, it feels like a safe next step.

What Actually Changed

The goal wasn’t “better looking.” It was making every interaction feel easier and safer.

Above the fold – The Hero or Top of Page: Before: Generic headline, neutral imagery.
After: “You don’t need all the answers to start.” Warm tone, inviting photo, reassurance from second one.

CTA rhythm: Early introduction with a learn more “assist” link → mid-scroll after trust-building → soft reinforcement before footer.

Local proof: Springfield-specific content. Testimonials tagged to real issues: “communication,” “clarity,” “trust.” Real office photos, not stock.

Pricing context: Added “No contracts. No pressure” near pricing. Small line. Big confidence lift.

FAQ repositioning: Moved above pricing. Conversion blockers became confidence builders.

Results So Far – A clear conversion maturity shift

Just days after launch, the client called asking whether the updates were already live.
While I was still in the testing and optimisation phase, he was dealing with a different issue a sudden increase in bookings, including a couple of double bookings caused by disconnected systems.

Early analytics reflected an immediate ~35% uplift in total bookings (Based on a comparison of average fortnightly booking volume over the previous 3 months)

It was a clear reminder that improved conversion doesn’t just require better websites, it requires CRMs and calendar systems that can keep up.

Early months brought higher volume with weaker intent, while later months show fewer users engaging more deeply and behaving like decision-stage prospects.

Over a three-month period, the website demonstrated a clear shift from enquiry-led traffic to conversion-ready user behaviour, with measurable improvements across engagement, bookings, and local discovery.

Key outcomes

• Total bookings increased from 10 to 25 (July → November), representing a 2.5× increase in conversions – This was not incremental optimisation +150% overall
• Online bookings grew from 1 to 8, an 8× increase, indicating stronger trust, clarity, and self-service adoption That’s a 700% increase
• Calls increased from 6 to 17, showing higher-intent users choosing direct contact alongside online booking
• New enquiries rose from 10 to 32, supporting overall demand growth without diluting conversion quality

Engagement quality improvements

• Returning users 7 → 18 ~140% increase
• Average engagement time per user reached 15 minutes in November
• Views per session increased to 4.18, indicating deeper on-site exploration
• Engagement rate stabilised around ~70%, well above typical benchmarks
• Bounce rate reduced to ~30%, reflecting stronger intent matching and content relevance
• Average of 2 to 4 Clicks to primary conversion within 2:45 seconds of entry
• Scroll depth up across all pages (50% Scrolled from 16.61% → 65.68% ) with shorter pages
• Form completions

Analytics event tracking also noticed more engagement with pricing, reviews and FAQ sections

Local visibility impact

• Google Business Profile interactions increased by over 80%
• Website clicks from local search grew by over 800% year-on-year
• Growth in calls and bookings aligns with increased branded and service-based discovery in local search results

Rather than relying on higher traffic volume alone, performance improvements were driven by higher-quality users, clearer service pathways, and reduced friction between discovery and conversion. The data reflects a conversion maturity shift: fewer low-intent visits, more decision-stage users, and a growing proportion of bookings completed without manual follow-up.

The launch is never the finish line its just the start 

One Teams web design project started as a budget friendly build with solid technical SEO. Using long form content service pages for visibility. A year in, it’s ranking for high-intent Search Engine results for “couples counselling Springfield” and “Springfield counselling.”

Now it’s time to evolve the content and visibility too. We are trimming service pages for decision clarity, not “cutting content” every section we remove gets considered for blog article repurpose. This keeps the local and keyword context strong.

Next we ran One Team’s site and services through our ALTC framework to build clear “known-for” topic clusters that link back to key service pages.

From here we will strengthen these clusters with ongoing content to grow authority and keep One Team ranking and trusted in AI and Traditional Search.