Industry: Mental Health & Online Therapy
Audience: UK-based patients (Adults, Couples, Families, Children)
My Role: SEO Expert & UX/UI Audit Consultant
Service Provided: UX/UI Audit for SEO, CRO & Trust Optimization
Website Type: Lead-driven healthcare service platform
Project Background
This is a UK-based online therapy platform offering confidential mental health support for adults, couples, parents, and young people. The platform operates in a high-trust, high-emotion industry, where UX, clarity, and emotional reassurance directly impact conversions.
I was brought in as an SEO Expert to audit the website from a UX/UI and SEO perspective, with a clear goal:
Improve user experience, engagement, trust signals, and conversion readiness, while aligning the site with Google’s UX and helpful content signals.
Unlike typical SEO audits focused only on keywords and links, this audit prioritized user psychology, emotional flow, and decision-making behavior, which is critical for therapy and healthcare websites.
Why UX/UI Matters More for Therapy Websites (SEO Perspective)
For mental health platforms, Google evaluates:
- User engagement
- Content clarity
- Trust & safety signals
- Page experience
- Intent satisfaction
A technically optimized website will still fail to rank or convert if:
- Users feel confused
- CTAs feel cold or aggressive
- Content feels clinical instead of human
- Forms lack trust and reassurance
This audit focused on removing friction at every emotional touchpoint.
UX/UI Audit Scope & Methodology
I conducted a page-by-page UX/UI audit covering:
- Homepage (multi-device experience)
- Blog & content structure
- Pricing & packages page
- FAQs & informational clarity
- Contact & conversion forms
- CTA behavior & trust signals
Each issue was analyzed through:
- User intent
- SEO usability principles
- Conversion psychology
- Mobile-first experience
Key UX/UI Issues Identified & Recommendations
1️⃣ Homepage UX Issues (Desktop, Mobile & Tablet)
❌ Problem Identified
- Blog section missing on desktop and mobile
- Tablet shows inconsistent layout (“Recent News”)
- Content placement breaks the natural scroll flow
This created:
- Poor content discovery
- Lower topical authority signals
- Missed engagement opportunities
✅ UX/UI Recommendations
Section Placement
- Place blog section between Newsletter Signup and FAQs
- Maintain consistent visibility across all devices
Content Optimization
Replace heading with:
H2:
Latest Insights on Mental Health & Wellbeing
Supporting Text:
Thoughtful, therapist-written articles exploring stress, anxiety, relationships, parenting, and everyday emotional challenges.
Design Improvements
- Show 3 visible articles
- Remaining articles in carousel format
- Sort by newest first, left-aligned
📈 SEO Impact:
Improves dwell time, internal linking strength, and content discovery signals.
2️⃣ Blog Page UX & Content Structure Audit
❌ Problems Identified
- Category labels showing as generic “Category”
- Headings not optimized for users or search engines
- Lack of emotional framing
✅ UX/UI & SEO Fixes
Optimized Blog Page Heading
H1:
Understanding Your Emotions, Stress, and Mental Health
Subheading:
Explore blogs on anxiety, burnout, relationships, parenting, and personal growth — written for real life, not clinical textbooks.
Suggested Core Categories
- Adults (Therapy & Coaching)
- Children & Young People
- Couples & Relationships
- Parents & Families
📈 SEO Impact:
Strengthens topical relevance, improves internal categorization, and enhances E-E-A-T signals.
3️⃣ Pricing Page UX & Conversion Audit
❌ Issues Identified
- Generic heading not aligned with therapy intent
- Packages feel transactional instead of supportive
- Minor CTA spacing error (“BookYour”)
✅ Recommended Improvements
Replace Heading With:
H2:
Therapy Packages Designed for Meaningful, Ongoing Support
Supporting Text:
Some concerns need more than one conversation. These packages offer continuity, structure, and better therapeutic outcomes.
CTA Fix
- Add proper spacing: “Book Your Session”
📈 Conversion Impact:
Increases perceived value, reduces hesitation, and aligns pricing with emotional decision-making.
4️⃣ FAQs Section & Page UX Audit
❌ Issues Identified
- Repetitive wording
- Generic headings
- CTA linking directly to booking (too aggressive)
✅ UX & SEO Optimization
New FAQs Section Heading:
Heading:
Your Questions, Answered — Therapy Made Clear
Subheading:
Clear, honest answers to common questions about therapy, sessions, pricing, confidentiality, and getting started.
CTA Fix
- Change “Get Started” CTA to link to Contact Us page instead of booking
📈 UX Benefit:
Builds reassurance before asking for commitment.
5️⃣ Contact Page UX & Trust Optimization
❌ Problems Identified
- Emotionless copy
- Generic form heading
- No required fields
- Missing trust reassurance
✅ High-Impact UX Improvements
Optimized Heading
H2:
Let’s Talk — Share What You’re Looking For
Supporting Text:
Whether you’re seeking therapy for yourself, your child, or your relationship, we’ll guide you confidentially.
Form Heading:
Start a Conversation at Your Own Pace
Required Fields
- Name*
- Email Address*
- Reason for Contact*
- Message*
Trust Line (Under Form):
Your information is kept confidential and will only be used to respond to your enquiry.
📈 Conversion Impact:
Significantly increases form completion rates and user confidence.
SEO & Conversion Impact Summary
This UX/UI audit directly supports:
- Higher engagement & dwell time
- Improved mobile experience
- Better intent satisfaction
- Stronger trust & credibility signals
- Increased form submissions
- SEO-friendly content hierarchy
For healthcare and therapy websites, UX is SEO, and this audit addressed both simultaneously.
Why This UX/UI Audit Matters for SEO
Google increasingly rewards:
- Helpful, people-first experiences
- Clear information architecture
- Emotional clarity
- Trust signals (especially in YMYL niches)
This audit aligned the site with Google’s page experience and helpful content systems.
Looking for a UX/UI Audit That Improves SEO & Conversions?
If you run:
- A therapy or healthcare website
- A service-based business
- A lead-driven platform struggling with conversions
I provide UX/UI audits built specifically for SEO performance and revenue growth, not just design feedback.
Hire me for a UX/UI Audit that improves rankings, trust, and conversions.
SEO Built on Strategy, Data & Execution
FAQs
What is a UX/UI audit service?
A UX/UI audit service is a structured evaluation of a website’s user experience and interface design to identify usability issues, conversion barriers, and trust gaps. The goal is to improve user flow, engagement, and actions such as form submissions, bookings, or sales — while supporting SEO performance.
How does a UX/UI audit help with SEO?
UX/UI audits directly support SEO by improving:
- Dwell time and engagement
- Mobile usability
- Page experience signals
- Intent satisfaction
- Conversion paths
Google favors websites that provide clear, helpful, and friction-free experiences, especially for service and healthcare websites.
Who needs UX/UI audit services?
UX/UI audit services are ideal for:
- Service-based businesses
- Healthcare & therapy websites
- SaaS platforms
- Ecommerce stores
- Websites with traffic but low conversions
If users visit your site but don’t take action, a UX/UI audit is often the missing link.
What do you include in your UX/UI audit?
My UX/UI audit typically includes:
- Page-by-page UX review
- Mobile, tablet & desktop analysis
- CTA placement & messaging review
- Trust signal evaluation
- Form & conversion optimization
- SEO usability alignment
- Actionable recommendations (not generic design advice)
Is your UX/UI audit different from a design review?
Yes. This is not a visual redesign critique.
My UX/UI audit focuses on:
- User psychology
- Search intent alignment
- Conversion behavior
- SEO impact
Every recommendation is tied to user action and business results, not aesthetics alone.
Can UX/UI audits increase leads and bookings?
Absolutely. In service-based and healthcare websites, UX/UI improvements often lead to:
- Higher form completion rates
- Better booking conversions
- Reduced bounce rates
- Increased trust and engagement
In many cases, UX/UI fixes outperform traffic growth alone.
Do you offer UX/UI audits as a standalone service?
Yes. I offer standalone UX/UI audit services, and I also combine them with SEO audits for businesses that want both ranking improvements and higher conversions.
