Filling Caseloads at $75 per patient for Expansive Therapy

Driving Growth Through A Website Overhaul & Google Ads Optimization

ROLE:
Paid Media Lead &
UX Strategist

SPEND:
Multi-State Scale

IMPACT:
$75 Per Patient Start

FOCUS:
Website UX & Paid Search

The Challenge

THE CHALLENGE

Expansive Therapy, a reputable network for the LGBTQ community, struggled to fill caseloads after a period of rapid hiring. Their digital presence lacked personality and relied almost entirely on 3rd-party platforms like Psychology Today. They needed a self-sustaining acquisition engine and a website that reflected the high quality of their clinical team.

The objectives included:

  • Reducing the reliance on 3rd-party therapist directories.

  • Modernizing a "personality-less" website to improve UX and messaging.

  • Scaling Google Ads while significantly reducing the Cost Per Lead (CPL).

The Solution

I led a complete digital transformation, moving the practice from a static site to a high-converting growth engine:

  • Full Website Redesign: Collaborated with a designer to refresh the logo, colors, and overall UX—creating a professional, engaging experience across mobile and desktop.

  • Lead Qualification System: Integrated Typeform to pre-qualify leads upfront. This ensured the intake team only spent time on high-intent patients who matched the practice's specialties.

  • Google Ads Reconstruction: Rebuilt the account from the ground up with fresh keyword research and high-converting copy focused on the unique needs of the LGBTQ community.

  • Messaging Overhaul: Reworked the site’s value proposition to clearly communicate the benefits of Expansive Therapy’s specific clinical approach.

The impact

THE IMPACT

The transformation turned the website into the practice’s most effective recruitment and acquisition tool:

  • $75 Cost Per Paying Client: Achieved incredible efficiency on Google Ads, filling therapist caseloads at a fraction of previous costs.

  • Streamlined Intake: The Typeform integration significantly reduced manual work for the intake team by filtering for qualified leads automatically.

  • Branding Authority: Established a cohesive, professional online presence that allowed the brand to compete with national therapy networks.

  • Full Caseloads: Successfully filled the schedules of several full-time therapists, driving sustainable growth for the network.

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