About the Client

Upstream Counselling is a respected therapy clinic located in Kitchener-Waterloo, Ontario. Their team offers compassionate, professional mental health support to individuals, couples, and families. As demand for therapy services grew, Upstream recognized the need to elevate their digital presence to better serve their community and improve how clients accessed support.

The Challenge

Despite their clinical reputation, Upstream faced several digital and marketing roadblocks:

• An outdated website with confusing user experience
• Low conversion from visitors to actual therapy bookings
• Limited visibility in local search results
• Unfocused SEO and minimal organic lead generation
• Inconsistent and underutilized social media content

Together, these issues made it difficult for Upstream to scale their impact and connect effectively with potential clients online.

Our Approach

HealthConnect delivered a comprehensive growth strategy designed specifically for healthcare clinics. Our work with Upstream focused on three key areas:

1. Website & Onboarding Redesign: We rebuilt Upstream’s website with a clean, user-friendly layout and service-first navigation. The booking experience was simplified and better integrated with Jane App, creating a smoother pathway from interest to appointment.
2. SEO & Content Development: We conducted keyword research aligned with therapy-related search intent, optimized core service pages, and developed blog content to drive long-term organic traffic. Technical SEO updates improved the site’s speed, structure, and indexability.
3. Social Media Strategy: We implemented a focused content calendar featuring therapist videos, carousel posts, and educational graphics. The goal: build trust, improve visibility, and drive more users to take action.

The Results

The redesign of Upstream Counseling’s digital experience led to substantial improvements across both user engagement and business performance. Within months of launch, monthly website traffic surged from approximately 50 users to over 9,000, driven by improved SEO and a clearer content structure. Engagement metrics followed suit—average session duration increased to 1.5 minutes, and the engagement rate reached 55%, indicating deeper, more meaningful user interaction. Most importantly, the clinic saw a dramatic rise in conversions: monthly form submissions jumped from 10 to 55, and online bookings through Jane App increased from 24 to over 200. Organic traffic alone grew to 7,000 visits per month, and keyword rankings expanded from 20 to over 3,000, establishing Upstream as a trusted authority in local mental health services. These results reflect not just a visual upgrade, but a deeply user-centered transformation that improved access to care.

Our HealthConnect Service increased website traffic by 180x and boosted online bookings by over 700%—a transformative shift in both visibility and client engagement.

Conclusion

Upstream Counselling’s success story highlights how a targeted digital strategy can drive real-world results. With a user-focused website, optimized SEO, and purposeful content, they’ve transformed their online presence into a meaningful channel for client growth and community impact.