Trawinski Consulting

Overview

Cindy Trawinski, long-standing client with extensive experience as a psychotherapy practice owner and founder, was embarking on a career transition to coaching and consulting for other psychotherapy practice owners and groups. This transition required establishing a new professional identity while leveraging their existing expertise and reputation. Cindy needed comprehensive brand development including a new logo, cohesive visual identity, strategic content architecture, and SEO-optimized, accessible content to effectively reach their new target audience.

I have worked with Emily for a decade now and she is one of my most trusted, valued business partners. She gets what I am looking to accomplish and helps me articulate my needs when I am not clear or do not have the technical language to describe. She has designed and developed websites for 4 separate entities I own and manage. She has also been a hands-on partner in the revitalization of each of those sites at least once. She knows what is working and what needs to be changed. Her recommendations are always in the service of the brand and the organization. Emily is thoughtful, comprehensive in her analysis of online needs and very thorough. I highly recommend her!

Cindy Trawinski, Psy.D., Trawinski Consulting PLLC

Challenge

The client faced several key challenges during this transition:

• Establishing a distinct brand identity that communicated authority in coaching/consulting while honoring their therapy background
• Creating a content strategy that would appeal to fellow therapists seeking business guidance
• Developing an information architecture that clearly presented their service offerings
• Ensuring website copy was both SEO-optimized and accessible
• Building a digital presence that positioned them as a thought leader in their specialized niche

The primary project goal was to create a professional online presence that would attract therapists seeking to grow their practices, while effectively communicating the client’s unique value proposition and expertise.

Approach

Brand Development

As long-time collaborators, the client and I had a shared sense of what might work and trust in the process. We:

• Created a logo that visually represented the new business and maintained an aesthetic that reflected her roots in therapy and helping
• Continued this cohesive visual identity through to the website with a muted, earthy color palette, typography, and imagery guidelines

Website Structure

• Implemented a user-centered design approach to create intuitive navigation
• Organized content into clear service categories to help potential clients easily find relevant information
• Designed clear calls-to-action throughout the site to guide visitors toward conversion

Content Strategy

• Developed SEO-optimized content using industry-specific keywords
• Created a content hierarchy using proper heading structure to improve both SEO and accessibility
• Implemented alt text for all images and ensured the site met WCAG accessibility standards
• Established a blog structure to showcase the client’s expertise and improve organic search visibility

Technical Implementation

• Built a responsive WordPress site with custom PHP and CSS
• Ensured fast loading times and mobile optimization
• Implemented schema markup to enhance search engine visibility
• Integrated analytics tools to track performance metrics

Results

We launched a memorable, professional brand identity that effectively communicates Cindy’s expertise, while the intuitive site architecture provides clear service offerings and conversion pathways. SEO-optimized content has resulted in improved search engine rankings for targeted keywords, and the accessible design meets WCAG 2.1 AA standards.