Case study
A refreshed logo and a calm website for an online counselling practice, built so the people it can help find it and reach out on WhatsApp, its preferred channel.
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Results
Enquiries and visits compare our first three months working with Be Positive with the three months before. Back then, the site drew visitors from all over the world. Now 98% of them come from the areas Be Positive works in.
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Be Positive is an online counselling and guidance practice built on 20 years of supporting people in person: individuals, students, couples and families. As it moved its work online, we refreshed its logo and built a calm new website around one aim: helping the people it can support find it, feel at ease and reach out the way it prefers.
01Logo refresh
Be Positive came to us with a logo of its own. Rather than replace it, we kept the parts the practice already knew and redrew the rest, so the logo now carries the hope in its name.
The name says be positive. The original logo showed a bleeding hand.
It had the right ingredients: an open hand and a growing plant. But red drops ran from where the stem met the palm, as if the seedling had grown out of a wound, and the eye went to the blood before the leaves. For a counselling practice whose clients often arrive already hurting, a wound is the wrong first impression.
Beside the name, the drops could even read as the blood group B positive, more blood bank than counselling. And with no person and no name in it, the logo couldn't say who the practice helps or what it's called.
We built the palette from the logo's purple, green and orange, set on a warm cream, so the website feels calm and reassuring before anyone reads a word.
Every pairing of text and background is chosen to stay easy to read. An automated test checks each text colour against every background it can sit on, and fails if any pairing drops below 4.5:1, the WCAG AA contrast level for body text.
Ready for everywhere it appears
02Website design
Our website design and development work gave Be Positive a site where someone wondering whether counselling is right for them can read, reflect and take a first step in their own time.
Lighthouse is Google's own audit of how fast, accessible and well built a page is, and how easily search engines can read it. Be Positive's site scores 100 in all four of its categories.
“We felt heard throughout the process, and they took the time to understand what Be Positive means to us. They helped us create a brand and website we are proud of.”
03SEO
Before we started, Be Positive's website drew visitors from all over the world. Visits only help a practice when they come from people it can support, so our SEO work focused the site on the areas Be Positive works in.
Before
Visitors from all over the world
Now
How we focused it
Visits from people the practice can support are the ones that become genuine enquiries.
04Mobile enquiries
WhatsApp is how Be Positive prefers to hear from new clients, so we made it the easiest way to reach out. Rather than go with the first idea, we tested the options with visitors and kept the one that worked best for them.
How we got there
Be Positive told us WhatsApp is how it prefers new clients to reach it.
People decide to get in touch partway through a page, often on a phone. The way to message Be Positive had to be there at that moment, not back at the top.
We sketched ways to keep WhatsApp within reach, from a floating button in the corner to a bar fixed along the foot of the screen.
For four weeks, half of first-time mobile visitors, chosen at random, saw a floating button and half the sticky bar. Return visitors were left out. We measured what share of contact taps went to the button or bar rather than the page's other contact links.
Its share of contact taps was 34% higher than the floating button's, so it became the way to get in touch on phones and tablets.
Today, Be Positive has a refreshed brand, a website that welcomes people the way its counsellors do, and more of the right people getting in touch.
“We hope people who might not hear about us through a personal recommendation will now find us online.”
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