Ben White Therapy
A fast, search-ready counselling website for three London rooms and online.
Ben's previous Squarespace site wasn't bringing in enquiries and had fallen foul of Google Ads policy. He needed a website that would rank in three different parts of London, show up when people ask AI tools for a therapist, and make the first step feel easy for someone anxious about reaching out — all while staying within BACP ethics.
- 01Rank for counselling and therapy searches in Hackney, Peckham and East Dulwich
- 02Be cited accurately by AI search tools such as ChatGPT, Perplexity and Google AI Overviews
- 03Turn more visits into intro calls without any pressure
- 04Stay fully within BACP ethics and advertising rules
A fast, search-ready counselling website for three London rooms and online.
Still working together today.
What we were asked to do.
Ben White is a BACP accredited counsellor (MBACP Accred) and CBT therapist offering integrative counselling for anxiety, OCD and intrusive thoughts, addiction and low self-esteem, with rooms in Hackney, Peckham and East Dulwich and sessions online.
- Rank for counselling and therapy searches in Hackney, Peckham and East Dulwich
- Be cited accurately by AI search tools such as ChatGPT, Perplexity and Google AI Overviews
- Turn more visits into intro calls without any pressure
- Stay fully within BACP ethics and advertising rules
At a glance.
The headline moves we made on this project.
- /01Rebuilt from Squarespace as a hand-coded Astro site: static pages, no heavy page builder, near-instant loads on a phone
- /02A dedicated page for each room — Hackney (E8), Peckham (SE15) and East Dulwich (SE22) — with directions, nearby neighbourhoods and photos of the actual room
- /03Six service pages (anxiety, OCD and intrusive thoughts, addiction, depression, trauma, self-esteem and perfectionism) and five approach pages, each written and reviewed by Ben
- /04A free intro call booking drawer, a short enquiry form with topic chips, and a 'Prefer to text?' option for people who find calling hard
- /05Private GAD-7 and PHQ-9 self-checks that run entirely in the browser, linking gently to the right service page
- /06Structured data, an llms.txt file and quick-facts boxes so Google and AI assistants can quote fees, locations and credentials accurately
The search strategy behind each page.
Every page was built around the terms real clients actually search for, with SEO titles and meta descriptions written to earn the click, not just the ranking.
Homepage
OCD & intrusive thoughts
Therapy in Hackney
Anxiety self-check
How the work unfolded.
Every project starts with listening. The phases below are the shape this one took, and the shape yours would take too.
- 01Phase 1Discovery & audit
Audited the old Squarespace site, the Google Ads policy issues and the local search results for each area, then wrote a 50-point SEO and AI-search plan before any design work.
- 02Phase 2Design & build
Designed a calm, editorial look around Playfair Display and Figtree, real photos of Ben's rooms and a muted green palette, then built it in Astro with zero-framework JavaScript, view transitions and responsive WebP images.
- 03Phase 3Conversion journey
Mapped what an anxious first-time visitor needs to see: fees, locations and accreditation in the first screen, a 'How it works' journey, a note from Ben, answers to common worries, and three low-pressure ways to get in touch.
- 04Phase 4Search & launch
Rolled out the full SEO and GEO plan: page titles and descriptions, local signals for each area, schema reviewed by Ben, FAQs on cost and location, an XML sitemap and consented analytics. We now host and look after the site.
Where we started, and how we solved it.
Three separate London locations plus online, all competing for different local searches
One page per location with its own title, description, neighbourhoods, transport and room photos, linked from every relevant service page
A previous site with Google Ads policy violations and no clear path to enquiry
A compliance-first rebuild: clear fees, accurate claims, privacy, terms and cookie policies, and Google Analytics that only loads after consent
Testimonials aren't appropriate under BACP ethics, so trust had to be built another way
Credentials made visible everywhere (BACP accreditation number, directory verification badges, 'written and reviewed by' bylines) plus composite client stories in place of testimonials
Visitors are often anxious, and a phone call can feel like too big a first step
A free intro call drawer, a short form with topic chips and contact preferences, an SMS option and an 'Accepting new clients' badge
What changed.
We only list what we can stand behind. This partnership is still running, so the list keeps growing.
Live at benwhitetherapy.co.uk, hosted and maintained by Psyche Creative
Every page built to a strict SEO checklist: one H1, titles under 60 characters, descriptions of 120–160, alt text, canonicals and en-GB hreflang
Lightweight static pages tuned for strong Core Web Vitals on mobile
Location, service and approach pages that work together, giving Ben a solid base for local and AI search to build on
A closer look.
Real screens from the finished work, not mock-ups. Open any of them full size.
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Your website should do this job for you, too.
A therapy website is the moment a nervous person decides whether to get in touch. Everything in this project is how we build every site: calm design, plain language, booking a tap away, and pages mapped to the searches your clients actually make. That is true whether you are a solo practitioner, a group practice or a training provider.
Every project gets a senior eye from first call to launch. No account managers, no hand-offs.
About Psyche CreativeEach page targets the terms your ideal clients type, so the site brings enquiries rather than just receiving them.
Low-stimulus design, no pop-up pressure, accessible contrast, and every page reviewed against BACP, UKCP and HCPC guidance.
Hosting, backups, updates and small changes handled for you, so the site keeps pace with your practice.
- 1Discovery
A call to understand your practice, ideal clients, and the barriers stopping the right people getting in touch.
- 2Design & Build
We design and build with purpose — a calming visual identity, easy booking, and accessible content.
- 3Launch & Optimise
Test, refine, and track performance across devices and search before we go live.
- 4Support & Growth
Ongoing care — content, performance, and small improvements over time.
The things people ask after reading this.
Straight answers about the work, the timeline and what it would cost to do something similar.
Let's talk about your version of this.
A free 30-minute call: tell us what you need, and we'll tell you straight what it would take, and what it would cost. No pitch deck, no pressure.
- Founder-led, UK-based
- Reviewed against BACP, UKCP and HCPC guidance
- Clear, fixed packages with no surprise extras
- Most clients stay on for monthly support
- 3–5 page website designed around your practice
- Trauma-informed, mobile-first design
- Contact form and booking link integration
- Core SEO setup — page titles, meta descriptions, schema
Usually a reply within one working day.
