Role & Scope
Website Redesign | Backend Systems | Local SEO Optimization | Ongoing Support | Lead Magnet Strategy & Design
Overview
Sadie, the founder of Crescendo Counselling, first reached out for help with a small but frustrating issue: connecting their newsletter to their website.
At the time, Crescendo Counselling had an outdated and overly complex site that was difficult to maintain and didn’t reflect the depth, care, or clarity of Sadie’s work. Over time, that initial request evolved into an ongoing collaboration.
As Sadie’s practice grew, so did the need for a website and systems that felt supportive, accessible, and sustainable, both for clients and for Sadie as the practitioner behind the work.
Redesigned homepage for Crescendo Counselling, built to be clear, affirming, and optimized for local search visibility in Berlin.
My Role
This project became a long-term partnership rather than a one-off redesign.
I supported Sadie across multiple phases:
• Untangling a complicated website structure
• Rebuilding the site from the ground up with clarity and ease in mind
• Simplifying backend systems so Sadie could confidently manage updates themselves
• Supporting new offerings as the practice evolved
A key goal of the redesign was creating an optimized website that could be found through local search, particularly for people looking for counselling services in Berlin, where Sadie is based.
Website Redesign, Systems, and Local SEO
The website redesign focused on simplicity, clarity, and autonomy, while also supporting discoverability through search.
Key priorities:
• Clear navigation that reduced cognitive overload
• A structure that reflected Sadie’s values and therapeutic approach
• Thoughtful on-page SEO to support local search visibility in Berlin
• Backend systems that were easy to update without technical friction
Since the redesign, Sadie has seen an increase in leads coming directly from search engine results, helping the website function not just as an information hub, but as an active part of their client intake.
Landing page for the Breaking Boxes initiative, designed to introduce the work clearly while supporting education-first engagement.
Lead Magnet: The Breaking Boxes Journal
As part of Crescendo Counselling’s continued growth, Sadie wanted to create a resource that could:
• Introduce their intersectional, human-rights-informed approach
• Support gentle self-reflection
• Serve as an entry point into the Breaking Boxes workshops and group program
I supported the strategy, structure, and design of The Breaking Boxes Journal, a free, evergreen lead magnet combining:
• Clear definitions of key concepts
• Guided journaling prompts
• A calm, accessible visual layout
The journal was designed to feel supportive rather than overwhelming, while clearly connecting to Sadie’s paid offerings and longer-term work.
Outcomes
This work resulted in:
• A fully redesigned website aligned with Sadie’s values and practice
• Improved local search visibility and increased inbound inquiries
• Simplified systems that reduced maintenance stress
• A cohesive lead magnet supporting list growth and program enrollment
• A flexible foundation that can evolve as Crescendo Counselling grows
Most importantly, the work supported Sadie in showing up online in a way that felt grounded, affirming, and sustainable, without sacrificing clarity, accessibility, or professionalism.
Reflection
This project grew slowly and intentionally, starting with a small technical request and evolving into a long-term partnership focused on clarity and sustainability. Rather than rushing into a redesign, we addressed what Sadie needed at each stage: simplifying systems, improving usability, and building a website that felt manageable to maintain. By pairing a calm, values-aligned experience with thoughtful local SEO, the site became easier to use and easier to find, supporting steady growth without sacrificing integrity.