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WORK / FAMILY THERAPY ASSOCIATES OF JACKSONVILLE

The lead was only
the beginning.

A CRO audit grew into a broader effort to improve both sides of conversion: how the practice earns an inquiry, and how the team helps that person become a client.

← Back to Work
CLIENT
Family Therapy Associates of Jacksonville
BUSINESS
Premium private-pay therapy practice
RELATIONSHIP
Strategic partnership since October 2024

DISCIPLINESPOSITIONING / WEBSITE / CRO / DIGITAL MARKETING / CRM / AUTOMATION / DATA

At a glance

INITIAL PROBLEM
Audit and improve a website that was not converting enough prospective clients.
WHAT LMG FOUND
The practice did not just have a website conversion problem. It had an offer-conversion and lead-management problem. More inquiries would not solve inconsistent follow-up, unclear ownership, or friction after first contact.
WHAT LMG CHANGED
LMG clarified the value proposition and ideal client, analyzed the market, redesigned the website, improved paid acquisition, and built the GoHighLevel process, phone messaging, automations, and reporting that connect inquiry to client.
WHAT IT ENABLED
One visible journey from source to inquiry to client, clearer ownership and next actions, automated paperwork and follow-up, and a stronger operating foundation for managing approximately 50 to 100 monthly inquiries.

What is now different

Delivered and substantially complete work

FULL WEBSITE REDESIGN

The practice’s positioning, service presentation, therapist-discovery experience, and conversion paths were rebuilt around the prospective client’s decision.

ONE INQUIRY-TO-CLIENT PIPELINE

The team can follow an inquiry from first contact through paperwork, review, recommendation, scheduling, payment, and becoming a client.

VISIBLE OWNERSHIP AND NEXT ACTIONS

Inquiry ownership, stage, paperwork status, follow-up requirements, and next steps are visible in one system.

AUTOMATED FOLLOW-THROUGH

Paperwork reminders, follow-up sequences, long-term nurturing, and older-lead reactivation reduce reliance on memory and disconnected manual processes.

SOURCE-TO-CLIENT REPORTING

The dashboard connects acquisition source, requested service, pipeline stage, lost reason, and client outcome.

01 / STRATEGIC FOUNDATION

Start with the decision
a prospective client is making.

The relationship began with a CRO audit of the FTAJ website.

The initial question was how the practice could help more prospective clients understand its value, evaluate therapist fit, and feel confident taking the next step.

LMG then led a value proposition workshop, ideal-customer analysis, competitive analysis, industry research, and a full website redesign.

The work addressed more than visual presentation. It clarified the practice’s premium positioning, the problems it was best equipped to solve, and the experience prospective clients needed before they were ready to make contact.

  • Value Proposition Workshop
  • Ideal Customer Profile Analysis
  • Competitive Analysis
  • Industry Research
  • Full Website Redesign
02 / TWO SIDES OF CONVERSION

Conversion does not end
when the form is submitted.

Before the inquiry

Prospective clients need to understand why the practice is different, believe the service fits the problem, find an appropriate path, and know what will happen after they reach out.

  • Value proposition and premium positioning
  • Service and offer presentation
  • Couples-therapy specialization
  • Therapist discovery and fit
  • “Get Matched” messaging
  • Website conversion paths
  • Meta advertising and campaign experiences

After the inquiry

The team needs a consistent way to respond, maintain momentum, distinguish each stage, and see where an interested person is getting stuck.

  • Initial-call messaging and scripts
  • Inquiry ownership
  • Paperwork status
  • Follow-up and reminders
  • Clinical review and recommendation
  • Appointment offered versus scheduled
  • Payment status
  • Long-term follow-up
  • Reactivation
  • Source-to-client reporting
03 / FOLLOWING THE EVIDENCE

More leads were only
part of the answer.

The website redesign produced initial improvements, but it also made the next constraint easier to see.

Increasing inquiry volume would not solve what happened after the initial call. Messaging during the conversation, follow-up consistency, ownership, paperwork, scheduling, and the ability to see why people did not book all influenced conversion.

The diagnosis therefore expanded from website conversion into offer conversion and lead management.

Growth could not be measured only by how many people completed a form. The practice needed to understand how many inquiries progressed, where momentum stopped, and what the team needed to do next.

04 / THE INQUIRY SYSTEM

One journey.
A visible next step.

The GoHighLevel system gives the team one defined path from first contact to becoming a client.

Each inquiry can have a stage, owner, next action, paperwork status, source, service type, and outcome. Separate lost and long-term-follow-up paths keep inquiries from simply disappearing when they do not book immediately.

Every inquiry has a stage.
Every stage needs a next action.

FROM INQUIRY TO CLIENT
A SIMPLIFIED VIEW OF THE PIPELINE
  1. 01

    Make the connection.

    New Inquiry → Attempted Contact → Connected

    Establish who owns the inquiry and whether contact has been made.

  2. 02

    Keep intake moving.

    Paperwork Sent → Paperwork Completed

    Make incomplete paperwork visible so follow-up can address the next step.

  3. 03

    Find the next direction.

    Clinical Review → Recommendation Provided

    Track the handoff from intake into the practice’s review and recommendation process.

  4. 04

    Connect intent to an appointment.

    Appointment Offered → Appointment Scheduled → Payment Collected

    Distinguish an offered appointment from a confirmed next step.

  5. 05

    Follow through to the outcome.

    Became Client

    Connect the outcome back to the inquiry that started it.

WHEN THE JOURNEY TAKES ANOTHER PATH

Lost / Did Not Book keeps the reason visible. Long-Term Follow-Up gives not-yet-ready inquiries a defined path back into the conversation.

05 / FOUNDATION DELIVERED

A stronger process
on both sides of the handoff.

Website and offer

A redesigned website and clearer message help prospective clients understand the practice, its services, therapist fit, and the next step.

Inquiry pipeline

A shared stage structure follows the journey from first contact through paperwork, recommendation, scheduling, payment, and client status.

Ownership and next action

The team can see who owns the inquiry, what stage it is in, and what needs to happen next.

Phone and follow-up structure

Call messaging, follow-up paths, reminders, and longer-term nurturing create a more consistent response to interest.

Paperwork visibility

Paperwork status is visible, and reminders can address incomplete steps before the inquiry goes cold.

Lost reasons and reactivation

The practice can categorize why people did not book and maintain a defined path for older or not-yet-ready inquiries.

06 / MEASUREMENT AND DECISIONS

Connect the source
to the client outcome.

The reporting layer now connects inquiries to acquisition source, requested service, pipeline stage, owner, follow-up status, lost reason, and client outcome.

The dashboard gives the practice a clearer way to see:

  • Total, open, converted, and lost inquiries
  • Inquiry volume by source
  • Progress through the pipeline
  • Follow-up that is due
  • Inquiries with no recent activity
  • Lost reasons
  • Performance by owner
  • Service and appointment details
  • Which sources produce clients rather than only leads

This turns the question from “How many leads did marketing generate?” into “What happened to the people who raised their hands?”

07 / WHAT CHANGED

Make every inquiry
more accountable.

Positioning and experience

A clearer articulation of the practice’s value and a website designed around therapist fit, confidence, and the prospective client’s next decision.

One visible journey

A shared system connects initial interest to paperwork, recommendation, scheduling, payment, and becoming a client.

More consistent follow-through

Ownership, call messaging, reminders, nurture, and reactivation give the team a more disciplined way to respond to existing demand.

Better questions

Source, stage, service, owner, follow-up, and lost-reason data make it possible to see where conversion is breaking instead of treating every performance problem as a need for more leads.

The work does not depend on presenting a simple year-over-year growth story. Its value is a stronger conversion system: clearer messaging before the inquiry, more consistent follow-through after it, and better visibility into where prospective clients are being lost.

LET’S FIND THE NEXT MOVE

Bring the problem.
We’ll help find the way.

Your constraint may look different.
Start with what should be working better.

Let’s talk about your business ↗