LynLake Centers for Wellbeing
LynLake Centers for Wellbeing
Website strategy and UX, SEO and copywriting and positioning for a local therapy and wellness clinic practice
Overview
LynLake Centers for Wellbeing is a Twin Cities-based practice of therapy and wellness clinics that has seen a lot of growth in recent years as a result of the need and increased visibility for mental health services.
The goal of this project was to refresh LynLake’s website with a new look-and feel, add more detailed content about its growing list of services (for SEO), and update messaging throughout to reflect how the practice has evolved in recent years.
The project team included myself throughout most phases, a UX Designer leading the visual sitemap, wireframing and design phases, and a developer leading this phase.
View Live Site >Improving the website user experience
At the start of this project, we had a kickoff meeting to gather requirements and better understand the greater team’s feedback about their existing website: what’s working, what’s not working, what’s missing, what’s new, etc.
Following this kickoff and other discovery meetings, I prepared a content outline to document a new approach for telling LynLake’s story more effectively for several key pages and how we’d start to address any concerns or opportunities with the website refresh.
This outline document allowed us to work back and forth with the LynLake team and ultimately put the UX Designer one step ahead in his work in preparing the visual sitemap and wireframes that followed.
Throughout the entire UX and design phase of this project, I collaborated heavily with the UX Designer to ensure SEO and messaging carried through to the final design.
Moving from concept to prototype
SEO strategy and planning for growth
The initial reason I was brought into this project was to lead the SEO strategy and implementation. After kickoff, I conducted keyword and competitive research to understand existing performance.
LynLake had strong ranking performance for a high search volume keyword group: “therapists minneapolis”. This was great, but they lacked any rankings for more detailed and moderate search volume keywords like “family therapist minneapolis”, “couples therapist st paul”, and other key groups and types of therapy. Additionally, LynLake offers a whole host of other wellness services and therapies like nutrition therapy and medication management but lacks rankings as a result of not having detailed content pages targeting each service and keyword group.
The existing site architecture didn’t allow us to create new, more detailed content pages for each of these therapies and services, so I recommended an architecture that would allow us to create the next batch of detailed service pages with a roadmap for how we’ll continue to add another batch of pages without having to overhaul the navigation any time soon.
Copywriting and messaging for new and revised pages
As we moved past the visual UX and design phases into development, I was fully responsible for writing and editing all of the new, missing and or combined content for the refreshed website. I tackled the key positioning and messaging that was present throughout the content and aligned on the tone of the content: welcoming and supportive to prospective new patients.
Although I kept content organized on my end, I ultimately migrated and styled all of the finished content into the development website for the LynLake team to review in a "preview” format to reduce the complexity of introducing new tools to the process and to receive quicker feedback on edits that I would make directly in the CMS (content management system, in this case, WordPress).
In being so hands-on in the development CMS, I was able to perform QA and send a punch list to the developer to address along the way which put us one step closer to launch once all content was finalized.
The Results
The results are still pending as this project is set to wrap up in February 2024. I will update this once we’ve had enough time to see the results of this project!