Jane Algus M.D.
A Psychiatry practice specialized in New Yorkers.
Helping clients improve their mental health, navigate their life challenges, and manage career transitions and goals.
[ Launch site ]
Demystifying therapy
Focused on New Yorkers.
Dr. Jane Algus’s practice focuses on the emotional wellbeing and balance of her fast-paced city clients by providing a stigma-free sanctuary from the trials and tribulations of New York City life.
Fabrica Collective provided Jane with a brand strategy, website, and local SEO services to grow her client base.
Defining the brand
We start all our projects with workshops. With Dr. Algus, our workshop session focused on identifying the brand voice, her core values that define her personalized, compassionate, and eclectic approach. We used the workshop to get inside the minds and understand her patients’ and site visitors’ needs. Our goal was to create a more empathetic site experience to improve the site’s conversation rate.
Building an audience profile
Jane has been in private practice for almost twenty years and has built a loyal base of patients. However, over the last few years, she’d observed a change in patient profiles, suffering from the adverse effects of technology, the associated anxieties, and dealing with the impact of a polarized political environment.
We created a series of personas based on patients who live or work in Manhattan and selected site images based on their characteristics.
We crafted the site copy with a tone to drive engagement and appointment bookings with Dr. Algus and set Jane apart from her many competitors.
Qualitative traffic
Crucial to Dr. Algus was local SEO. We worked on relevant keywords, citations, schema markup, NAP consistency, Google My Business, and reputation management to enhance her discoverability and reach and drive more midtown Manhattan traffic. Our organic search strategy and results have exceeded targets.
219%
The number of users increased by a factor of 4 times, mainly through organic search.
90%
The average session duration increased to 2:54 mins vs 1:32 mins (in NYC)
234%
The number of page views increased, mainly from quality content.
149%
Organic search and keyword rankings increased between 2017 and 2019*
*Data by Google Analytics Jul-Sept 2017 vs 2019
The right story
In a sector where credentials and therapy acronyms abound, we wanted to create a brand story for Dr. Algus that would feel refreshing and nonjudgemental. We wanted to accentuate the positive and project an image that mental health is no different from physical health; it needs work.
Therefore we framed Dr. Algus’s story around the concept of therapy as fitness for the mind, as important as eating well and doing exercise to get physically fit. Investing the time to identify the past patterns that cause present stressors or anxieties enables patients to enact the changes required to create a more balanced self. This resonated with Dr. Algus and patients alike and captured the essence of her stigma-free sanctuary.
Patients' perspective
Google Reviews
'I can't say enough good things about her. She is deeply smart and profoundly funny, as well as being highly compassionate. Her analytic training allows her to see beyond the surface of the statements you make in treatment, but not in a condescending or aggressive way. She is focused on being constructive and helpful.'
'She's extremely practical, and a lot of our treatment has centered on building structures that allow me to live the best life possible. This is not to say she couldn't talk Freudian theory all day; she could. But at least with me, her treatment is focused on the day-to-day victories.'
'She is very accessible in times of emergency and goes above and beyond (she had a session with my parents once!). Not all therapists are right for all patients, but she has been a wonderful fit for me, and for that I am eternally grateful.'
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