Where We Started

Toni is a Registered Psychologist working from just south of Okotoks. She sees clients in person around Calgary, Okotoks and the Foothills, and online right across Alberta.

Her website had been with her a long while, and the practice had moved on without it. Here's how she put it:

"My previous website was long outdated and no longer reflected the evolution of my business. As my practice and offerings had expanded and evolved, I wanted a website that more accurately captured the essence of my work, communicated my brand clearly and professionally and helped increase my visibility online."

What had changed most was the shape of the work. Toni doesn't only offer counselling. She runs horse guided experiences, and she hosts retreats and group events. Those are three quite different things to come to someone for, and the website was still built around her unique offerings.

Three Services, One Practice

This was the interesting part of the project.

Most psychologists offer counselling, so most counselling websites only have to do one job. The structure gets built around one-on-one work, and every page points at the same booking button.

Toni's website has three jobs. It has to work for the person looking for regular counselling, the person curious about horse guided experiencese, and the person trying to find out when the next retreat is. Three different people, in three different frames of mind, usually arriving from three different directions.

So each of her services got a page of its own, with enough room to explain itself properly. Someone searching for horse guided work in Alberta now lands somewhere that's about exactly that. And because the horse work is the thing everyone asks about first, that page gets straight to the questions people have, starting with the fact that no riding is involved.

Then we built the paths between them. Someone who arrives for counselling should be able to see, without going hunting for it, that the horse work and the retreats exist. Plenty of Toni's clients move between the three over time, and the website needed to make that feel like a natural next step rather than a different business entirely.

What We Built

Five pages, an earthy palette of moss green, cream and rust, and an elegant serif.

Toni wrote the words herself, which made my job a different one on this project. Her voice was already there, warm and grounded, exactly how she comes across in conversation. What I brought was the structure around it: page titles, headings and formatting shaped so search engines and AI tools can follow what each page is actually about, without any of it reading like it was written for a machine.

She also wanted to offer retreats and events directly through the website, so rather than sending manual invoices for e-transfers every time someone signed up, we set up payment processing through her website. Squarespace has ecommerce tools built in, including its own payment processor, so there's nothing to add on. Someone finds the event and pays for it in the same place. She has one running on it now.

Feedback didn't go through email either. I now use a tool my clients can leave comments directly on the website itself, clicking the exact thing she meant and saying what she wanted changed. It’s made a huge difference in the feedback process becasue now my clients don’t have to write an email explaining which heading on which page they’re referring to, and just point to the spot, write feedback and I will view the feedback in the exact spot they’re showing it to me.

What's Happened Since

Toni picked one word for the new website: "Aligned."

"I couldn't be happier with my experience with Erin! From start to finish, she brought an incredible combination of creativity, professionalism and patience. She was always responsive, thoughtful, and beyond timely, making the entire experience feel seamless and collaborative. Her ability to truly understand and capture the essence of my business and brand, and translate it into a website that feels like 'me' was amazing. I'm thrilled with the finished result and so grateful for the care and attention she brought to the entire process. I would highly recommend Erin to anyone looking for exceptional website design."

— Toni Harris, Registered Psychologist, Inspired Connections Counselling

On the search side, two of her three services are already landing. On 27 October, 2026 (20 days after lauching her website), "horse guided therapy alberta" brought her up first in Google's AI overview and second in the organic results. "Psychology retreats and events alberta" put her second as well. Those are the two pages built for exactly those searches, so it's good to see them doing the job they were given.

Counselling is the harder one, and it always was. It's the most crowded category in her whole practice, and even in Okotoks she's up against multi-clinician group practices with more pages, more staff and years of head start on her. Some of her competitors have the location search term built into their business names.

What closes a gap like that is content, and that's exactly why Toni added a blog. Each post answers a question somebody is actually typing, and over time it gives the counselling side of her practice greater depth.

She's also on my Always Current monthly support plan, which gives her three updates a month. That suits a practice where the events change through the year. In a month where she doesn't need anything changed, I spend that time on SEO instead.

Which is the part I'd want to know if I was the one reading this. The website launching isn't the end of the work. It's the point where you find out what's working and what still needs building.

Why I Work This Way

I’m never the expert in my client’s field, and I don’t pretend to be. I build every project to be as done for you as it can be, and part of that is putting proper review stages in, where the client reads the content over, checks it’s accuracy, and makes sure it’s written the way they’d actually say it. Guessing isn’t good enough when it’s somebody’s practice.

But I do know what it looks like when a business has grown into something bigger than the website carrying it, and how to build one that can hold the whole of it.

Toni now has a website that looks like her and has the one that fits the practice she has now, with room for the one she's still building.