Carol Christina
Creating trust on a website
How might a website create trust in a practitioner’s methods before the first appointment?
The Challenge
For an alternative practitioner, the first barrier is trust. How can someone feel confident enough to make contact with a method they may not yet understand?
My Contribution
- Website Redesign and Information Architecture
- Content Analysis and SEO
- 6-month Campaign Plan
Before a visitor can experience the methods, they first have to trust the person offering them.
The Story
Carol’s existing website contained years of knowledge and experience, but the content was difficult to navigate and the path from discovering Carol to working with her was not always clear.
Following the Connection
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Deconstruct
I reorganized the site around topics and rewrote the content with both visitors and search engines in mind. Going beyond the usual checklist, I looked at the different components of Carol’s practice and how they might be connected in a new way that could communicate her method more clearly.
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The Connection
As I looked more closely at how Carol worked with clients, another opportunity emerged. She used a test during the first paid session with new clients — one that was remarkably effective at revealing patterns in a person’s thoughts and behaviour.
Why wait until after the first meeting to reveal something that could already help someone understand themselves?
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The Final Solution
I brought the test onto the website.
The website could begin building trust before the first appointment.
This gave visitors something valuable before asking them to commit — while also offering a first experience of the methods Carol uses in her work.
The redesign became more than a new website.
It became a first step into Carol’s method — before asking visitors to take the next one.