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• An outdated website with confusing user experience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

HealthConnect helped Upstream Counselling transform their online presence into a growth engine for their clinic. In just a few months, our digital strategy delivered measurable results:

• Monthly website traffic grew from 50 to over 9,000 visitors — fueled by targeted SEO and strategic content.
• Organic traffic alone reached 7,000 visits/month, putting Upstream at the top of local search results.
• Keyword rankings skyrocketed from 20 to 3,000+, making the clinic far more discoverable to those searching for therapy services.
• Online bookings through Jane App increased from 24 to over 200/month — a 10x improvement.
• Form submissions jumped from 10 to 55/month — a 5x lift in qualified leads.
• Engagement rate climbed to 55%, with session duration increasing to 1.5 minutes, showing that users were staying longer and interacting more meaningfully with the site.
  

These results didn’t just improve visibility — they translated into real client growth. HealthConnect gave Upstream the tools to reach more people, streamline onboarding, and become a trusted name in local mental health care.

"They are true professionals who take care of the details." - Brad Wilton, Founder and Clinic Director of Upstream Counselling

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.