Homepage concept

Trail Magic Counseling

A Vermont IFS therapist asked for weekly inquiries from full-fee clients. We started with a free audit, then designed a homepage concept.

Patrick Cassidy runs Trail Magic Counseling, an Internal Family Systems (IFS) therapy practice in Montpelier, Vermont. Clients meet in person or by secure video across the state.

Patrick started with our free credibility audit. The homepage concept came next, built from Patrick's own words and photos. Patrick's current site is still live.

See the full concept Visit the current site

What Patrick asked for

Patrick asked for something many private-pay therapists want: regular weekly inquiries from clients who pay the full fee, for ongoing IFS therapy. Patrick also wanted to be found, in Google and in the answers people get from AI assistants like ChatGPT. And when the right person did arrive, Patrick wanted the site to make reaching out feel easy.

What the audit found

We started with what already worked, then looked at everything a potential client might see: the site, the directory listings and profiles, the Google reviews, and the answers AI assistants give. Patrick shared Google Search Console and Analytics through each platform's own sharing settings, so the findings came from the practice's real numbers.

The clearest finding was about reach. Visitors from search stayed more than twice as long as everyone else, and most of them kept reading. Patrick's writing was already working. Too few people were finding it.

The good news: Patrick had already written the message the practice needed, on several pages. The site needed to lead with it.

**Patrick Cassidy, LCMHC**Therapist, Trail Magic CounselingOn the free credibility audit

What we recommended

Each recommendation ties back to something Patrick asked for. The homepage concept carries some of them, and the rest happen beyond the homepage.

Weekly inquiries from full-fee clients

What we found: The homepage opened on trauma therapy, and IFS, the work Patrick most wants to grow, came later. The fee also read differently from one place to the next.
What we recommended: Lead with IFS and who it is for. State one fee, the same way, everywhere a client meets it. Bring the reviews and colleague endorsements onto the site.
In the concept: The homepage opens on IFS and the fee, gives the fee its own clear section, and puts the practice's Google rating on the page.

Found in Google and in AI answers

What we found: AI assistants already recommended the practice, and the IFS searches ranked well. But few people nearby searched for IFS, several renamed pages had lost their old addresses, and little outside the site pointed to it.
What we recommended: Redirects for the renamed pages and up-to-date directory listings. Then the routes that carry demand across the state. That means directories, the AI answers people ask, referrals from colleagues who endorse Patrick, and writing placed where readers already are.
In the concept: The homepage names Internal Family Systems in plain words. Most of this work happens beyond the homepage, in listings, referrals, and published writing.

Reaching out feels easy

What we found: Visitors who arrived stayed and read. But the phone number could not be tapped, and the deepest pages ended without a way to get in touch.
What we recommended: Phone and email you can tap, a clear next step on every page, and a calmer contact page.
In the concept: A request button at the top, phone numbers you can tap throughout, and a contact form at the end.

Knowing it worked

What we found: The site's inquiry tracking had never been set up, so no one could see which page led to an inquiry.
What we recommended: Tracking that shows which page produced each inquiry, then a fresh look at the audit's starting point a few months later.

The homepage concept on a computer: the headline, an introduction naming Internal Family Systems therapy, the fee, and a photo of Patrick Cassidy — Patrick's homepage as it looked on September 23, 2026, and the concept. The concept names IFS, states the fee, and puts a request button beside the first words. Drag the line to compare. See the full concept.

Trail Magic Counseling's current homepage on a computer: a photo of Patrick with a dog beside the headline, Trauma therapy for anxious and disconnected adults — Patrick's homepage as it looked on September 23, 2026, and the concept. The concept names IFS, states the fee, and puts a request button beside the first words. Drag the line to compare. See the full concept.

What we designed

The new homepage opens with the work Patrick most wants to grow. In a few lines, a visitor learns it is IFS therapy, who it helps, and what it costs. Patrick's own photo sits beside the headline, so visitors see the person they would be working with right away.

The words draw on Patrick's own pages, including a line from the IFS page: “Part of you wants to change. Another part of you is terrified to.” A short section explains Internal Family Systems in everyday words, then links to Patrick's full IFS page for anyone who wants more.

Three cards speak to what brings people in: anxiety, old relationship patterns, and the strain of being a father. Each links to the page Patrick already wrote on it. The fee appears once, in plain words, with the free consultation right beside it.

Getting in touch is always close by: a button at the top, phone numbers you can tap, and a contact form at the end.

A section titled You have already done a lot of this work, with four points a visitor may recognize and Patrick's line about change set in italics — In Patrick's own words

A section titled What Internal Family Systems is, in plain words, beside a photograph of sunlight through birch trees — IFS in everyday words

Three service cards for anxiety, attachment, and fathers, each with a landscape photograph and a link to its own page — What brings people in

A fees section showing one rate for the therapy hour and a free consultation — One clear fee

A contact section titled Request a consultation, with a short note, a phone number, and a form asking for name, email, and what brings someone to therapy — Easy to get in touch

What it is built to do

Tell visitors what Patrick does, and who it helps, at the top of the page
Show one clear fee
Put Patrick's own photo beside the first words a visitor reads
Keep a way to reach out close at every point on the page

Trail Magic Counseling's whole current homepage on a phone, from the photo of Patrick with a dog and the headline down to the footer — The whole homepage on a phone, current and concept. Scroll inside each screen to read it top to bottom. One client review is blurred for privacy.

The whole homepage concept on a phone, from the headline, fee, and consultation button down to the contact form and footer — The whole homepage on a phone, current and concept. Scroll inside each screen to read it top to bottom. One client review is blurred for privacy.

“That looks phenomenal.”

In short

Built for the full-fee client who finds Patrick.

The homepage is built to turn the right visitors into consultation requests. The rest of the plan is built to bring more of them.

Next step

Want this for your practice? It starts with a free audit.

Request your free audit

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