Case Study: A Strategic Website Tidy-Up - Improving Design, Structure and SEO
The starting point
When Claire, founder of South London Psychology, got in touch, her Squarespace website was already doing a lot right. It looked calm and professional, reflected her clinical expertise, and had strong foundations in terms of content and structure.
However, there were opportunities to tighten the design, build out the content and clarify the messaging to better reflect the direction of the practice moving forward.
The site also needed some behind-the-scenes improvements, particularly around SEO (Search Engine Optimisation), accessibility and mobile responsiveness, to help it perform more effectively in search and create a smoother experience for visitors.
The aim was to refine what was already there, not start again.
What we wanted to achieve
We focused on:
Creating a more consistent, balanced design across all pages
Building SEO foundations to improve visibility
Clarifying the messaging and hierarchy
Expanding the content to support the new location and offerings
Improving user journeys and clearer calls-to-action
Making sure the site worked smoothly across all devices
Bringing consistency to the design
One of the biggest (and quickest) wins came from tightening up the design system across the site, on both desktop and mobile.
Visual inconsistencies can quickly add up to make a website feel disjointed and less polished. So, we standardised everything from heading styles, paragraph fonts and button design through to margins, padding and section spacing.
Header styling was also adjusted to ensure the inverted logo didn’t get ‘lost’ on pages with a lighter background colour.
Not only did this make for a more balanced and cohesive look, it also improved layout hierarchy, making content easier to scan and helping visitors find key information more naturally.
Before the tidy-up: the key pages had inconsistent spacing, buttons and hero styling, and the logo was getting ‘lost’ in the navigation.
Improving the user journey
The main navigation was restructured to create a clearer, more intuitive experience across both desktop and mobile, with a prominent call-to-action button to make it easier for visitors to take the next step.
Buttons and links throughout the site were also rewritten to feel more specific and user-focused, such as “Book a free 15-minute consultation”, helping guide users more naturally through the site.
The footer was redesigned with the same intention. Often overlooked, it can play a key role in supporting the user journey with clear contact details and quick links to important pages. It also helps strengthen local SEO by giving search engines (and visitors) a clearer picture of the business, location and services - so don’t let your footer go to waste!
Homepage hero section, after navigation restructure and prominent call-to-actions added
Website footer, before
Website footer, after
Laying the SEO groundwork
Alongside the visual updates, improving how the site performs in search was a key focus throughout the project.
Image optimisation was part of this work. While the professional photography was 10/10, most of the files were too large and were slowing the site down. Images were resized and compressed, with descriptive file names and alt text added to support both accessibility and SEO.
From there, we we moved on to on-page SEO, making the site clearer, more structured and easier for both visitors and search engines to navigate.
Key improvements included:
A clearer heading structure, including one main H1 supported by logical subheadings
Optimised page titles and meta descriptions
Improved internal linking between related pages
Edited copy for clarity, flow, keyword relevance and location
More descriptive, user-focused calls-to-action
Building out the site content
To support the next stage of the business, we then built out several new pages.
This included:
Two new pages for associate information and room rental enquiries
A blog to support ongoing content and SEO
Privacy and cookie policy pages for compliance
We also updated existing pages to better reflect Claire’s expertise and build trust including surfacing qualifications, professional memberships, and FAQs to answer common client questions.
New Associates and Consulting Room pages, and restructured/redesigned Therapy page
The final outcome
The finished website feels more polished, cohesive and aligned with the direction of the practice.
From an SEO and structure perspective, the site is in a much stronger position to grow its visibility over time. And from a user perspective, it’s simpler to navigate, understand, and take action.
All of this was achieved in just 1-2 weeks, without the need (and cost) for a full redesign, and is a good example of how you can develop a website when the foundations are already solid.
For a look at the final site, head to South London Psychology
Feedback from Claire
“It was a real pleasure to work with Tanya who helped me tidy up my existing Squarespace website and put significant effort into making it look professional and well thought out. I have been really pleased with the outcome, and both colleagues and potential clients have commented on how impressed they are with the finished website.
I valued Tanya’s work ethic; her motivation and energy ensured the project was completed efficiently and quickly. She also saw that I had a high workload and paced the work so it wouldn’t become overwhelming for me.
I have learnt a lot working with Tanya, about the inner workings of websites and how to optimise them to improve visibility going forward. I really appreciate her help and expertise and would highly recommend her to anyone thinking of improving their website!”
Thinking about a Squarespace website tidy-up?
If your Squarespace site needs a little love, a thoughtful tidy-up might be all you need - tightening the layout, clarifying the messaging, improving the SEO basics and making sure the site reflects where your business is now. Get in touch for a free mini-audit and we can chat through how I can help optimise your site, or have a look through my Squarespace website design packages if you’re just getting started.
