NorthWest Ontario Counselling & Consulting offers approachable virtual therapy across Ontario and in-person sessions in Fort Frances.
NWOCC had no shortage of therapists. They had a shortage of clarity.
With more than 20 clinicians offering different specialties, treatment approaches, and availability, new visitors were expected to figure out who they should book with on their own. Instead of feeling guided, they felt overwhelmed.
The website had grown into a library of information rather than a booking tool. Important conversion points, including the clinic's free consultation, were buried beneath lengthy pages and outdated content. A contact form had been silently failing, and many potential clients abandoned the website altogether or called the clinic asking the same question:
"Which therapist is right for me?"
At the same time, the clinic was investing in Google Ads and social media to drive new traffic. Visitors were arriving, but the website wasn't helping them take the next step.
The challenge wasn't generating more traffic.
It was turning existing traffic into confident bookings.
Rather than redesigning the website around aesthetics, we redesigned it around decision making.
We mapped the entire journey from "I need help" to "I've booked my appointment," then removed every unnecessary point of friction.
The project included:
Every design decision served one purpose:
Help visitors make a confident decision faster.
The redesign has fundamentally changed how prospective clients move through the website.
Instead of asking visitors to compare more than 20 therapists themselves, the website now guides them through a simple decision process that recommends the most appropriate clinicians based on their needs before sending them directly to book online.
The site has also eliminated multiple sources of friction that previously interrupted conversions, including outdated content, broken contact forms, confusing navigation, and hidden calls to action.
Real solutions. No guesswork. Just results.
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