Dr. James Bass, DPC, LMFT, founder of James Bass Counseling, has been practicing since 2014 and leads a depth-focused private practice in Plano, Texas, serving individuals, couples, and families. After several years in practice, his Squarespace website no longer reflected the professionalism and clinical expertise he brings to his work.
More importantly, the old site was attracting the wrong inquiries. Because it wasn't clear about exactly what James offers and who he serves, he was spending valuable time on consultations that ultimately weren't a fit. James came to Helm Business & Marketing Solutions looking for a website that communicated his specialties with precision, so the people reaching out would be the people he is best equipped to help.
Before partnering with Helm Business & Marketing Solutions, James Bass Counseling was working with a website that held an established practice back:
Helm Business & Marketing Solutions migrated James Bass Counseling from Squarespace to a fully custom Webflow site built around clarity, credibility, and discoverability.
1. A Refined, Professional Brand Presence
We designed a polished, grounded site that reflects the depth and seriousness of James's clinical work, giving prospective clients an immediate sense of his experience and professionalism.
2. Clear Service and Specialty Architecture
We built dedicated pages for Individual, Couples, Family, and Online Therapy, along with specialty pages for Infidelity and High-Conflict Couples, Grief and Loss, Clergy and Ministry Leaders, and C-Suite Executives, plus a separate pathway for LMFT-Associates seeking clinical supervision. Every visitor now knows within seconds whether James is the right fit.
3. Copy Written in James's Own Voice
We wrote every page in James's first-person voice, so the site sounds like the clinician clients will actually meet, building trust before the first consultation.
4. Optimized for Next-Gen AI Search
We implemented comprehensive JSON-LD schema for the practice, the clinician, and every service and specialty, added FAQ structured data powered by the CMS, and published an llms.txt file so AI tools can accurately understand and recommend the practice.
5. Scalable, SEO-Ready CMS and Local Visibility
We rebuilt the blog and service collections with full SEO fields so James can keep publishing content that ranks, and optimized his Google Business Profile with Plano as the anchor location and service areas across North Texas.
Since launch, James Bass Counseling has been attracting clients who fit the populations James most wants to serve, and the mismatched inquiries that defined the old site have given way to consultations that convert. Site traffic has grown month over month, and James has shared that many of his new clients found him through AI chat assistants like ChatGPT and Claude, proof that the AI search foundation is working exactly as intended.
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