Overview

PureHypnosis is a hypnotherapy clinic in Atlanta, GA, led by well-known hypnotist Sean Wheeler (featured by CNN, USA Today, and local media). We replaced an aging WordPress site with a Figma-designed refresh on WordPress that modernizes the brand, clarifies user flows (learn → choose a program → book), and strengthens SEO with structured content and local signals. We consolidated stale sections (including a legacy WooCommerce store), improved readability and contrast, and delivered sub-3s performance.

Client quick facts

  • Client: PureHypnosis — Hypnotherapy clinic (Atlanta, GA)
  • Platform / Stack: WordPress (custom theme/blocks), Figma (design system), GA4 + GTM, image & caching optimizations
  • Services Delivered: UX/IA, Figma design system, WordPress rebuild, content migration & redirects, program & team pages, booking flows, on-page & technical SEO, schema implementation, performance tuning
  • Live URL: https://purehypnosis.com

Client Goals & Pain Points

Context

The legacy site felt dated (gradients, low contrast, fragmented UI), was hard to read, and scattered key paths (programs, booking, About). Years of content and indexing needed to be preserved while improving SEO.

Goals

  • Modernize the brand with clean, high-contrast design aligned to PureHypnosis blue palette
  • Create clear journeys for: buy a digital program, learn about Sean & the clinic team, book an appointment
  • Consolidate stale sections (incl. decommissioning the old WooCommerce footprint) and fix link hygiene
  • Ship SEO-ready templates and maintain all historical indexing

Pain Points

  • Outdated visuals and uneven typography → poor scannability and trust
  • Broken/fragmented UI patterns; unclear next steps to Programs and Booking
  • Legacy store remnants and stale URLs cluttering IA
  • Performance drag hurting UX and SEO

Success Criteria

  • Sub-3s core templates (achieved)
  • Find and complete a booking or program path in ≤2–3 clicks from the homepage
  • Preserve rankings via structured migration and redirects
  • Deploy comprehensive schema across key pages

Approach & Strategy

Discovery & IA

  • Content inventory and redirect mapping for legacy posts/pages and store remnants
  • IA centered on Programs, Booking, About Sean & Team, Results/Testimonials, Blog/Resources, FAQs, Contact

Design System (Figma)

  • New component library (hero, proof/testimonials, program cards, FAQ, media callouts)
  • High-contrast typography and spacing scale for readability and accessibility
  • Visual cohesion across program, team, and article templates

Development (WordPress)

  • Custom block library with guardrails (no inline/local styling drift)
  • Programs hub + detail pages with outcomes, what to expect, FAQs, and purchase/learn-more CTAs
  • Team profiles (Sean + hypnotherapists) with bios and Person schema
  • Booking entry points (header, hero, program pages) routing to the scheduling flow
  • Full content migration with 301 redirects to preserve equity

Lead Capture & CTAs

  • Primary CTAs: Book an Appointment, Explore Programs, Meet Sean & Team
  • Inline CTAs on long-form program and article pages; newsletter capture on content

SEO Foundation

  • On-page optimization (titles, metas, H1/H2/H3), internal linking between Programs ↔ Blog/FAQs ↔ Booking
  • Schema: LocalBusiness (clinic), Person (team), FAQPage, Article, BreadcrumbList, WebSite/WebPage
  • Performance: next-gen images, compression, lazy-loading, minimized CSS/JS, caching/CDN → sub-3s loads

Key Features (Technology & UX)

  • Program-first architecture — Clear cards and detail pages with outcomes and FAQs lead to booking/purchase
  • Team visibility — Sean’s authority plus additional hypnotherapists surfaced and cross-linked
  • Trust & proof — Media features and testimonials modularized across the site
  • Editor-friendly blocks — Marketing can update pages without breaking layouts

Performance & SEO Highlights

  • Desktop load: 3s on key templates despite rich media
  • Semantic structure: Single H1, logical H2/H3, descriptive alt text, internal link hubs
  • Schema coverage: LocalBusiness, Person, FAQPage, Article, BreadcrumbList, WebSite/WebPage
  • Indexing preserved: Historical posts/pages migrated with redirect coverage

Results

  • Modern, credible brand presence that mirrors Sean’s reputation and clinic professionalism
  • Faster discovery → action: clear paths to Programs and Booking improve conversion intent
  • SEO-ready foundation with deep schema and internal linking across programs, team, and content
  • Sustained performance (sub-3s) supports both UX and organic growth