Lassen Counselling

Lassen Counselling is an Ontario-based therapy practice run by Andy and Colleen Martin. They came to me with excellent content on their Wix site, but two critical problems: mobile pages were loading slowly, and updating their therapy content required too much overhead.

Their site manages multiple therapy service pages and a regularly updated blog with mental health resources. They needed to make quick updates without navigating Wix's deep interface, and they wanted their content properly formatted for SEO and Google Ads integration. Their Performance Max campaign was generating clicks but failing to convert visitors into actual client inquiries.

We addressed these issues by migrating from Wix to 11ty and rebuilding their ad strategy around focused Google Search campaigns.

Website Migration

We rebuilt their site using Eleventy, a static site generator that pre-builds pages instead of rendering them dynamically. Mobile page speed jumped from 67% to 100% on Google's performance rating. Load times dropped to under one second.

For content management, we implemented Decap CMS. It provides a familiar editing interface while storing content as markdown files in a Git repository. This means easy updates that result in fast page loads, all while giving them complete ownership of their content. Because everything lives in Git, they can move to any platform without losing their investment.

The CMS enforces consistency through field validation while maintaining flexibility where it matters.

Google Ads Optimization

Their Performance Max campaign was optimizing for views and clicks without conversion tracking. This attracted low-intent traffic that never converted into client inquiries.

We set up conversion events to track actual contact form submissions, then created Google Search campaigns targeting specific therapy keywords. We added demographic targeting based on their ideal client location, shifting ad spend toward users actively searching for counselling services in their region rather than across all of Ontario.

This resulted in conversion rates increasing significantly, and click quality improving as ads reached people actually looking for these services.

The Support Model

As with all clients, the monthly hosting fee includes general site support. I maintain a working relationship with the Lassen Counselling team so that whenever they need a site change, ad update, or just a second set of eyes on a technical question, I'm available.