A practice that now gets found by AI.
Dr Michael Vitulano is a triple-state licensed psychologist and executive coach with a PhD and twenty-plus published papers. He came to us for a website redesign. He left with a brand, two landing pages, a booking system that runs itself, a social presence built from zero, and clients arriving through ChatGPT.
Visit michaelvitulano.comClient
Dr Michael Vitulano, PhD
Sector
Psychotherapy and executive coaching
Engagement
Brand, web, SEO, automation, social
Starting point
A self-built Wix site
One brief. Six disciplines.
He asked for a redesign. What the practice actually needed touched almost everything, and we built all of it.
Brand identity and logo
Full website design and build
Two landing pages, one per service
Four SEO and AEO pages
Booking flow and calendar automation
Social presence from zero
What he came with
Michael had built the site himself in Wix and knew it looked dated. Three things bothered him. Booking was awkward. The site made him look less credible than he is. And he wanted a social presence but had no idea where to start.
On the discovery call we walked through each of those, found several more, and planned the fix for all of them.
Where we started: a site working against him
Not dated. Unreadable. A visitor who wanted to book had to get past the design to find out how.
Nobody could read it
A stock 3D desk scene sat behind every section. Body copy ran across a flying craft knife, a ruler and a pencil pot. On the publications page, twenty academic citations were set in small grey type over a bright orange table.
The credentials read like a disclaimer
Three state licences, a PSYPACT number and a PhD were stacked as centred lines in near-identical weights under his name. The most persuasive thing about him was formatted like small print.
One page, two different businesses
Therapy and coaching shared a single page, a single story and a single call to action, so neither audience saw an offer written for them.
No route to a booking
A black LET'S CHAT box floated bottom-right on every screen, next to a mailto link. Someone ready to start had to compose an email.
Where it ended up: soft enough for therapy, sharp enough for coaching
He sells two different things to two different people. The design had to hold both without feeling like two websites.
The site is live. Have a look at the real thing.
michaelvitulano.comA brand mark that holds both halves of the practice
A single continuous line drawing a head and a tangled thought, resolving into an ear. Warm enough for a therapy client, composed enough for a corporate coaching one.
Deep green
#2C3D35
Cream
#F4F1E9
Terracotta
#D4886A
Ink
#1A1A1A
A homepage for each side of the business
We built two standalone landing pages, one for therapy and one for coaching, each written and designed as if it were the only thing the practice does.
When he runs a coaching campaign, the coaching page is the homepage. When he runs a therapy campaign, the therapy page is. Nobody lands on a general page and has to work out which half applies to them.
Built to be found by Google and by ChatGPT
Robots.txt, a sitemap, clean structure and schema, plus a set of pages each written around one specific thing somebody might actually be looking for. They serve double duty: they rank, and they give a campaign somewhere to point.
3
clients who found him through ChatGPT, within 1 month of the site going live.
Michael told us that alongside other inbound enquiries, three people booked with him after ChatGPT pointed them his way. None of them had heard of him. They were describing the problem they had, and ChatGPT named him as someone who solves it. That is what the AEO work was for.
Michael never has to open a dashboard
Booking happens on the site itself, not on a third-party page. The form asks qualifying questions first, so he knows who he is meeting and why before the call starts.
Because coaching and therapy are different engagements with different intake needs, they run as two separate flows rather than one form with a dropdown. Each confirmed booking lands on his Apple calendar across his devices automatically.
A social presence built from zero
Profile art, highlight covers, banners for every platform, and post templates built in his new brand. Designed so his team can keep publishing without us, and so we can run it for him if he wants that instead.
Templates, not one-offs
Every post was built as something repeatable. Our goal is not to make a client dependent on us, it is to help them win. If Michael keeps us on retainer we run the channel. If he does not, he still has a system he can use.
Carousel: the pattern behind the hesitation
Swipe through the full set.
Carousel: what high performers never say out loud
A second format, same brand.
Instagram highlight covers
We are marketers first, so we build things that are marketable.
Everything here was designed with the campaign that comes after it already in mind. The landing pages exist so there is somewhere to send traffic. The SEO pages exist so there is something to rank and something to point an ad at. The social templates exist so there is a channel to run. When the founder is ready to market, the assets are already there.
He came for a redesign
What he got was a practice that explains itself. The credentials are visible. Therapy and coaching each have their own front door. Booking takes one flow and lands on his calendar without him touching anything. He has a social presence where he had none.
And the part nobody asks for by name: the site is structured so that when somebody describes their problem to ChatGPT, his name is one of the answers.