A brand-new practice, competing with 30-year clinics.
Healing Minds Behavioral Health · San Antonio, Texas · Child and adolescent trauma-focused counseling
Discovery and strategy · Brand identity · UX/UI design · Webflow build · SEO setup · Ongoing care
The challenge
Alex Lopez was opening his own practice for the first time. He knew who he wanted to help: children and teenagers working through trauma, and the parents trying to find them the right support.
Alex didn’t hire me because I’d built a lot of therapy websites. I hadn’t. Our families knew each other, and he knew I built websites. What he needed was someone to help him solve a business problem.
When I asked Alex what the biggest challenge facing his practice was, his answer was clear: competing with the more established clinics. The child therapy practices in San Antonio had been there 20, 25, 30 years, with reputations, referral networks, and a permanent place at the top of Google.
A new practice doesn’t get to wait 30 years. It needs clients now.
The insight
Before I designed anything, I asked Alex who his top three competitors were. He named them. Then I went and looked.
These long-established clinics were running old WordPress sites with images so large the pages crawled. Built once, handed over, and left alone. An independent SEO audit flagged the same problems on every one of them: technical errors, poorly structured pages, and SEO basics that had never been set up.
That was the opening. Their head start was real in the community, but it wasn’t real on Google. A parent searching at 11pm on a phone doesn’t know which practice is older. They know which page loads.
What I did
Discovery and strategy
Who Alex serves, what parents are actually worried about when they search, and what he wanted the practice to stand for.
Brand identity
A logo and visual identity that felt warm and safe rather than clinical, built for a practice working with children.
A content plan built around real searches
What each page needed to say and which searches it had to answer, like child trauma therapy in San Antonio. Alex wrote the copy from that plan, in his own voice.
A fast Webflow build
Built lean in Webflow, with no plugin bloat and no oversized images, and still being tuned for speed on phones, where most parents search.
SEO foundation
Page structure, titles, and local search set up properly from day one.
Ongoing care
The site hasn’t been left alone since. New therapists get added, content gets refreshed, performance gets watched.
A client who acted on it.
This is the part most case studies leave out. Alex didn’t just approve a design. He took the search terms, the page structure, and the tracking seriously, and kept acting on what the numbers showed. The practices that grow are the ones that treat their website as part of the practice.
A practice that grew.
The site has been working for Alex for years. The practice has grown from one therapist to a team of six, and more than 640 people a month now find it online.
- 1 → 6
- Therapists on the team since launch
- 7 yrs
- Working together, since 2019
- 640+
- People visiting the site in a typical month
Still improving, years later. In a recent tune-up, I took the site’s on-page SEO grade from B+ to A+ and cut the time it takes the main content to appear on a phone from 13.3 seconds to 5.7.
“I owe my business’s rapid growth to him.”
“Charles with StarCima truly thinks outside the box and is both diligent and adept at striking a balance between creativity and strategic planning. I owe my business's rapid growth to him, and looking back, I wouldn't ask for anything or anyone else!”
Is your competition beatable?
It’s easy to assume the established practices have it locked up. That wasn’t true for Healing Minds, and it may not be true in your city. I’ll look at your site and two local competitors and send you a short video with what I find.