Sue Dalby Counselling Psychologist
Website design and content development for a Counselling Psychologist
The starting point
Sue Dalby was introduced to me via a good friend of mine from Sydney, New South Wales. Sue was looking for help to modernise and redesign her existing website, as well as content development that supported a new approach to her practice. She was working out how to transition her site from one that felt ‘too corporate’, to one focused on the life transitions experienced by women throughout their lives, each with unique needs and treatment approaches.
“My website just didn’t convey the kindness, strength, inclusivity and vulnerability I wanted to articulate,” says Sue.
Sue’s existing website was very comprehensive but lacked a sense of focus and purpose – something she was keen to establish. It was clear that Sue wanted everything about her site to reflect her passion, warmth and depth of experience. So, we started from the beginning; we discussed how she had arrived at this point, what life experiences informed her professional approach, and who would gain life-changing outcomes from working with her.
What we kept, and why
Sue's experience and credentials were never in doubt, so they would always have a place on the new site. The early career experiences she shared had also been a catalyst for her professional journey. But what was missing was her personal warmth – something that I was immediately captivated by when I met Sue in our first online meeting.
Her old site was also lacking colour, which we both felt was important to convey the warmth of her practice. So, one of my first jobs was to develop a colour palette based on Sue’s own preferences – also influenced by a recent redecoration of her home office and consulting room. We both thought that bringing her consulting room to life on her site would be a welcoming experience.
We then started to discuss her services, practice, beliefs, values and influences, and these conversations took place over the course of six months. It was during these catch-ups that Sue refined her core purpose, something she’d not really done before. It was truly enlightening for both of us – a journey that ultimately brought out the focus and clarity she’d been seeking.
“When I was a child, I felt and understood the power of women. But sadly, as I grew older, I witnessed how much negativity and hostility surrounded women and their life transitions in society, when in fact stages such as first blood, pregnancy and birth, and menopause are all such beautiful, powerful and profound events that should be celebrated and fully acknowledged.”
It was this injustice that compelled Sue to focus on women’s health, ensuring women understand how their bodies inform the mind and vice versa. When connection is lost, the impacts can be devastating.
What I did
Brand refresh. A mood board, photography direction for a photo shoot, colour palette, iconography and updated logo all to enhance and convey Sue’s personality digitally.
Website design and build. Site architecture, wireframes (low-fi and hi-fi), and a full build in Squarespace, designed to present Sue's practice professionally and allow her voice to speak her truth.
Copy and content. I continually questioned Sue to draw out her background, her services, her values and the visitor expectations and experience her site needed, to convey empathy and build trust. Then I drafted all the copy for the site from her responses.
Photography direction. Sue was keen to have new photography for the new site, so I provided direction for her local photographer and the results were wonderful. You can feel Sue’s personality shine throughout the pages.
Technical delivery. I coordinated the backend and domain transfer, as well as SEO metadata and descriptions, and handled the testing and launch.
“I’m so happy with my new website – it feels like an extension of me because it brings everything I stand for together in one place. It’s helped me articulate my body of work and how I hope to bring strength to women in what has become a hostile environment. Sam was patient and supportive throughout the process and continues to support me with other marketing activities.”
The outcome
The new brand and site represent Sue and her practice the way they deserve to be seen and experienced. The colours and imagery both convey her warmth and empathy, and the content helps convey her years of experience and knowledge with an honesty that is refreshing and real.
“Working through the whole process with Sam helped me articulate my body of work, with all its emotional and sensational elements.”
If you are looking to convey your purpose and personality across your branding and website, contact me for a
free 30-minute chat.
