Project summary
Sutton Counselling is a charitable organisation that has provided affordable psychodynamic counselling to the South London community for over 20 years. They came with a clear problem: their website was receiving steady traffic but converting very few visitors into referrals, while a dated, cluttered design was undermining the confidence of the full-fee paying clients they most needed to attract.
The brief called for a complete redesign, including a brand new logo, a fresh colour palette, and a site that could compete credibly alongside private practice therapists. The result is a clean, calm, professional WordPress site built around clear user journeys for three distinct audiences: clients seeking counselling, volunteer counsellors looking for placements, and therapists interested in the CPD programme.
The new logo, using a modern circular motif and the tagline “Talking Helps”, gives the organisation a identity that works across digital and print, replacing a brand that had remained unchanged for years. The colour direction moved away from the previous red and beige to a considered blue palette that communicates trust, professionalism, and calm, placing Sutton Counselling visually on a par with well-funded private clinics.
Every page was structured around conversion. The home page leads visitors directly toward a self-referral with minimal friction, while distinct pathways for placements and CPD keep secondary audiences from competing with the primary goal. Online forms handle referrals, CPD sign-ups with payment, and donations, with a members-only area providing a private resource hub for the counselling team. The site is fully editable in-house, keeping ongoing costs low for a small charitable organisation working to a tight budget.
Keywords
- WordPress website design
- Charity website design
- Logo design
- Brand identity
- Healthcare website design
- Counselling website
- Conversion focused web design
- Multi-audience user journey
- Online referral form
- Mobile responsive WordPress