Case study
A profile that was doing its job for the wrong reader
A CBT psychologist in private practice, fifteen years in, 620 profile views a month and four enquiries. Nothing on the page was wrong. It was written for a colleague reading a referral, not for someone at 3am deciding whether to reach out.
A worked example, shown with permission to publish the pattern but not the person: the profile text is a composite of the wording we see most often, and the clinician is not named or identifiable. The view, enquiry and fee figures are the kind of numbers clinicians enter themselves; the after-figures are the report's modelled range, not a promise or an observed result.
The reading
Three readings out of 100, each about the page rather than the practice. No score here is a judgement of the clinician's work.
Fit clarity
Who the page is for, in the reader's own words.
Reach
How many of the people who land here can see themselves.
First impression
The first 270 characters — all that shows in search results.
The profile, rewritten
Same clinician, same convictions, same structure-first approach. The rewrite keeps every stance and changes who can picture themselves in it.
Before
I am a licensed clinical psychologist with over fifteen years of experience providing evidence-based psychotherapy to adults. My practice is grounded in cognitive behavioural therapy, and I use a structured, goal-oriented approach. I expect clients to complete assignments between sessions and to attend consistently; therapy only works when clients are willing to do the work. I do not offer quick fixes. Sessions are 50 minutes. I have experience with anxiety, depression, trauma, and relationship difficulties. Please contact my office for availability.
After
If anxiety has been running the show — the 3am spiral, the email you have reread nine times — there is a way to get some of that time back. I am a clinical psychologist, and after fifteen years I still find the work hopeful.
We will work in a structured way, because structure is what makes the change stick: we set what you want to be different, and we practise it between sessions in small, doable steps. If a week goes sideways, we look at what got in the way rather than starting over.
I work with adults on anxiety, low mood, trauma, and the strain that shows up in close relationships. Sessions are 50 minutes. If you are weighing up whether this is the right fit, send a short note about what is going on and I will tell you honestly whether I am the right person.
The first 270 characters
This is all a search result shows. Before, it spent the whole snippet on credentials; after, it names the thing the reader came in with.
Before
“I am a licensed clinical psychologist with over fifteen years of experience providing evidence-based psychotherapy to adults. My practice is grounded in cognitive…”
After
“If anxiety has been running the show — the 3am spiral, the email you have reread nine times — there is a way to get some of that time back. I am a clinical…”
The three lines that did the most work
Each one is a real conviction kept intact — only the wording moved, so the reader stops hearing a condition and starts hearing how the work goes.
Someone who has cancelled on a therapist before
“I expect clients to … attend consistently”
Read cold, this sounds like a condition of being accepted rather than a description of how the work goes. A reader whose last attempt at therapy fell apart often reads it as a warning about themselves.
Rewritten
If a week goes sideways, we look at what got in the way rather than starting over.
Someone unsure whether they can do homework
“therapy only works when clients are willing to do the work”
The conviction is a real one and worth keeping — the wording just puts the burden of proof on the reader before they have said a word.
Rewritten
We practise it between sessions in small, doable steps — structure is what makes the change stick.
Someone comparing four profiles at once
“Please contact my office for availability.”
It is the only invitation on the page, and it asks for an administrative step rather than a human one.
Rewritten
Send a short note about what is going on and I will tell you honestly whether I am the right person.
Before and after, in numbers
Before and after figures for the case-study profile| Measure | Before | After | Note |
|---|
| Profile views / month | 620 | 620 | Unchanged — the rewrite does not buy traffic. |
|---|
| Enquiries / month | 4 | 6–7 | Modelled range from the clinician's own numbers. |
|---|
| Enquiry rate | 0.6% | 1.0–1.1% | Same visitors, more of them recognising themselves. |
|---|
| Session fee | $160 | $160 | Their figure, unchanged. |
|---|
The after-column for enquiries is a modelled range built from this clinician's own views, enquiries and fee — the same range your report gives you, with every assumption editable. We ask again at 60 days so the model is replaced by what actually happened.
See the same reading on your own profile
Paste your profile — text, link or screenshot. The read is free, and you keep the first three rewrites whether you buy the full report or not.
