New brand and growth platform for a Therapist.
When you are starting our, getting your website as good as it can possibly be is crucial
What did Alec Williams Therapy need?
A new therapy practice with no brand, no website, and clients who need to trust before they will ever pick up the phone.
Alec Williams Therapy was starting from scratch. No existing identity, no site, no digital presence of any kind. For most businesses that is a problem. For a therapy practice, it is a particularly sensitive one.
People looking for a therapist are not browsing casually. They are making a considered, often difficult decision. The website is frequently the first point of contact – and if it does not feel right, they move on. There is no second chance to make that impression.
The brief was to build the whole thing from the ground up: brand identity, logo, and a website that felt calm, credible and approachable – without being generic or clinical.
What the project needed to deliver:
- A brand identity and logo that felt professional without being cold or corporate
- A website that builds trust quickly with visitors who are making a sensitive decision
- Clear, calm presentation of services, approach and experience
- A straightforward path to making an enquiry – no friction, no barriers
- A platform Alec could manage and update without technical support
- Technical SEO foundations in place and ready for future growth
Our approach
Project overview
A full brand and website project delivered from scratch. Logo design, brand guidelines, site architecture, page design and a bespoke WordPress build – all in one engagement, all working together.
Branding and logo design
- Concept development and design refinement to find the right visual tone for the practice
- Custom logo supplied in multiple formats and colour variations
- Brand guidelines covering logo usage, colours and typography
- Identity designed to feel professional and approachable – not clinical or generic
Website design
- Site architecture planned before any design work began – structure first, visuals second
- Key pages designed to guide visitors calmly through services, approach and experience
- Layouts built around the decision journey of someone considering therapy for the first time
- Clear calls to action throughout – making it easy to enquire without feeling pushed
WordPress build
Bespoke build on our own custom starter theme. Purpose-built ACF content blocks give Alec full control over every page – services, about, blog – without needing technical help to make a change.
Default Gutenberg blocks were disabled entirely. Every page uses the same controlled set of layouts, which keeps the site looking exactly as it was designed however many updates are made over time.
SEO foundations
The site was built with local search visibility in mind from day one. Clean page structure, logical URL hierarchy, and on-page SEO configuration throughout – so when Alec is ready to invest in content or search, there is nothing to unpick first.
For a solo practice relying on local enquiries, being findable in search is not a nice-to-have. It is how the business grows.
Starting a new practice?
If you are launching a new business and need a brand and website that do justice to what you do – without the generic template look – we should talk.
Tell us what you are building and we will tell you what we would do with it.
The results
This was a new website project, so we have no comparison data.
100
Google PageSpeed score on mobile and desktop at launch
One stop
Brand identity and website delivered together – no handoffs between separate agencies
Zero
Third-party page builders or plugin frameworks – built entirely on our own custom theme
100%
Of content manageable by Alec directly – no developer needed for updates
Full set
Brand guidelines, logo files and website delivered as a complete, ready-to-use package
Ready
SEO foundations in place from day one – no remedial work needed before growth activity can begin
Thanks to Toast for designing my new website. I’ve been impressed with the service from start to finish – always responsive, professional, and full of creative insight.
A special thank you to Charlotte and Max for developing the initial concept and then bringing it to life during the build. The final result has exceeded my expectations, and I would highly recommend it to anyone looking for a high-quality, reliable design agency.
Technical details
WordPress theme
Built on our own bare-bones WordPress starter theme. No inherited styles, no third-party framework dependencies, no bloat. Before any design work goes in, we run the blank theme through Google PageSpeed Insights and aim for 100 out of 100 on both mobile and desktop. That discipline is what makes the performance scores possible.
Plugins
We keep third-party plugins to a minimum. This site uses ACF-powered content blocks edited in the Gutenberg editor. The default WordPress block library was disabled entirely – editors can only use the purpose-built blocks we created, which means every page is built consistently and on-brand regardless of who published it.
Branding deliverables
Logo supplied in SVG, PNG and PDF formats across full colour, reversed and single colour variations. Brand guidelines document covering correct logo usage, colour palette with hex and RGB values, and approved typography. Everything Alec needs to maintain a consistent identity across print and digital.
SEO configuration
Page titles, meta descriptions and on-page structure configured throughout the build. Local SEO considerations built into the page structure from the start – relevant for any practice serving clients in a specific geography. The site is ready for content and search investment without any remedial technical work first.
Why WordPress was the right platform for Alec Williams Therapy.
Therapy websites are one of the most common things people get wrong online. The temptation is to pick something that looks calm and professional. The problem is that everyone picks the same thing.
Wix, Squarespace and the various therapy-specific website builders all produce sites that look roughly the same. Soft colours, stock photography, a list of modalities. They are inoffensive. They are also completely forgettable – and for a solo practitioner trying to stand out in a local market, forgettable is a serious problem.
WordPress gave us the ability to build something that genuinely reflected Alec’s approach and identity – not a template that hundreds of other therapists are also using. The brand we designed and the website we built work together as a single coherent thing, because they were made at the same time by the same team with the same brief.
And practically speaking: WordPress grows with the business. When Alec wants to add a blog, expand into new service areas, or invest in local SEO, the platform is already built to accommodate that. There is nothing to migrate, nothing to bolt on, nothing to work around. It just works.
