Website Redesign, Migration & Copywriting
Website strategy, copywriting, UX/UI, redesign, and full site migration for a perinatal mental health practice focused on creating a clearer, calmer, and more client-centered digital experience.
THE BREAKDOWN
The Haven Group
Website Strategy, Copywriting, UX/UI Design, Redesign & Migration
The Haven Group had a website that had been around since 2013.
Which, in website years, is approximately 400.
The practice itself had evolved, the services had become more specialized, and the way people search for and choose a therapist had changed dramatically — but the website had not kept pace.
The site wasn’t responsive, the navigation had become cluttered, and the copy had grown into a mix of older messaging, overlapping pages, and information that no longer reflected the clearest version of what The Haven Group does today.
Loose Ends Creative stepped in to rethink the experience from the ground up: reorganizing the site structure, rewriting the copy around The Haven Group’s perinatal mental health focus, creating a clearer path for prospective clients, developing a more modern visual direction, designing with mobile in mind, and migrating the full site to a platform that would be easier to manage moving forward.
The goal was simple: keep what already made The Haven Group recognizable and trusted, while giving the rest of the site a very overdue update.
This project is currently in progress. This case study will continue to evolve as the redesign, migration, and final website build are completed.
Before the Build
Before we could start building anything new, we had to figure out what was worth keeping, what needed to go, and what had simply been hanging around since 2013. That meant doing the strategy work first — auditing the existing site, comparing platforms, reorganizing the content, and defining a clearer direction for the brand and client experience.
Website Audit
A full review of the existing site covering structure, navigation, mobile usability, content hierarchy, accessibility, conversion paths, technical concerns, and visual design — including typography, color, layout, imagery, and how the existing brand could be modernized without losing what made it recognizable.
Platform Strategy
Comparing migration options based on cost, ease of maintenance, flexibility, and what made the most sense for the practice long-term.
Content & Sitemap Restructure
Identifying overlapping pages, simplifying the navigation, defining what belonged on each page, and rebuilding the client journey around how someone would actually look for care.
Copy Strategy & Rewrite
Repositioning the practice around its perinatal mental health specialty while rewriting the copy into something clearer, warmer, and easier to scan.
Visual Direction
Developing font pairings, color palette options, inspiration references, and early desktop and mobile mockups before beginning the final build.
First draft mobile mock-up
Building the Visual Design
The goal wasn’t to replace The Haven Group’s identity — it was to modernize everything around it. The existing logo and yellow already had recognition, so the work became finding a softer, more contemporary visual system that could support the practice’s perinatal focus without feeling overly clinical or overly maternal.
Copy & Site Structure
Once the strategy was clear, the next step was making the site easier to understand.
The original website had years of copy layered into pages that often overlapped, repeated the same ideas, or made visitors work too hard to figure out where they belonged. The goal was to simplify the experience without flattening the practice into generic therapy language.
I reworked the sitemap so each page had a clear job, consolidated overlapping content, and created a more intentional path from first visit to consultation.
At the same time, I rewrote the site copy around The Haven Group’s strongest differentiator: specialized perinatal mental health care informed by real experience with pregnancy, birth, postpartum, loss, and family transitions.
The result is a structure that is easier to scan, easier to navigate, and much clearer about who The Haven Group helps, what they offer, and what a prospective client should do next.
Key changes included:
-
Simplifying and reorganizing the main navigation
-
Combining pages that were competing with each other
-
Separating services from therapeutic approach
-
Rewriting the homepage around the client experience instead of a general welcome
-
Making Amanda’s expertise easier to understand without turning the About page into a résumé
-
Creating clearer service categories and calls to action
-
Establishing consistent language for consultations, telehealth, services, and support
The Copy
I wrote all website copy for the project, translating Professor Alaimo’s expertise into language that felt warm, confident, and easy to follow.
The messaging focused on helping agents move from potential to production through structured one-on-one coaching, practical strategy, accountability, and support. Instead of relying on heavy sales language, the copy was written to make visitors feel understood and guided.
The final voice is professional, encouraging, and direct: clear enough for someone who needs answers quickly, but warm enough to make them feel comfortable reaching out.
THE BREAKDOWN
Professor Alaimo
Brand Identity, Website Copy, UX/UI Design & Website Build
Professor Alaimo needed a brand and website that could do two things at once: establish him as a trusted authority in insurance coaching while still feeling warm, approachable, and easy to learn from.
His work centers around helping new and struggling insurance agents build confidence, sharpen their sales process, and turn knowledge into consistent production. The goal was to create an online presence that reflected that same balance: structured, professional, encouraging, and clear.
Note: This overview reflects the original brand identity, website copy, UX/UI design, and website build completed by Loose Ends Creative. Images shown and the live site may include post-launch updates that differ from the original creative direction.
THE BREAKDOWN
The Haven Group
Website Strategy, Copywriting, UX/UI Design,
Redesign & Migration
The Haven Group had a website that had been around since 2013.
Which, in website years, is approximately 400.
The practice itself had evolved, the services had become more specialized, and the way people search for and choose a therapist had changed dramatically — but the website had not kept pace.
The site wasn’t responsive, the navigation had become cluttered, and the copy had grown into a mix of older messaging, overlapping pages, and information that no longer reflected the clearest version of what The Haven Group does today.
Loose Ends Creative stepped in to rethink the experience from the ground up: reorganizing the site structure, rewriting the copy around The Haven Group’s perinatal mental health focus, creating a clearer path for prospective clients, developing a more modern visual direction, designing with mobile in mind, and migrating the full site to a platform that would be easier to manage moving forward.
The goal was simple: keep what already made The Haven Group recognizable and trusted, while giving the rest of the site a very overdue update.
This project is currently in progress. This case study will continue to evolve as the redesign, migration, and final website build are completed.
Before the Build
Before we could start building anything new, we had to figure out what was worth keeping, what needed to go, and what had simply been hanging around since 2013. That meant doing the strategy work first — auditing the existing site, comparing platforms, reorganizing the content, and defining a clearer direction for the brand and client experience.
Website Audit
A full review of the existing site covering structure, navigation, mobile usability, content hierarchy, accessibility, conversion paths, technical concerns, and visual design — including typography, color, layout, imagery, and how the existing brand could be modernized without losing what made it recognizable.
Platform Strategy
Comparing migration options based on cost, ease of maintenance, flexibility, and what made the most sense for the practice long-term.
Content & Sitemap Restructure
Identifying overlapping pages, simplifying the navigation, defining what belonged on each page, and rebuilding the client journey around how someone would actually look for care.
Copy Strategy & Rewrite
Repositioning the practice around its perinatal mental health specialty while rewriting the copy into something clearer, warmer, and easier to scan.
Visual Direction
Developing font pairings, color palette options, inspiration references, and early desktop and mobile mockups before beginning the final build.
First draft mobile mock-up
Building the Visual Design
The goal wasn’t to replace The Haven Group’s identity — it was to modernize everything around it. The existing logo and yellow already had recognition, so the work became finding a softer, more contemporary visual system that could support the practice’s perinatal focus without feeling overly clinical or overly maternal.
Copy & Site Structure
Once the strategy was clear, the next step was making the site easier to understand.
The original website had years of copy layered into pages that often overlapped, repeated the same ideas, or made visitors work too hard to figure out where they belonged. The goal was to simplify the experience without flattening the practice into generic therapy language.
I reworked the sitemap so each page had a clear job, consolidated overlapping content, and created a more intentional path from first visit to consultation.
At the same time, I rewrote the site copy around The Haven Group’s strongest differentiator: specialized perinatal mental health care informed by real experience with pregnancy, birth, postpartum, loss, and family transitions.
The result is a structure that is easier to scan, easier to navigate, and much clearer about who The Haven Group helps, what they offer, and what a prospective client should do next.
Key changes included:
-
Simplifying and reorganizing the main navigation
-
Combining pages that were competing with each other
-
Separating services from therapeutic approach
-
Rewriting the homepage around the client experience instead of a general welcome
-
Making Amanda’s expertise easier to understand without turning the About page into a résumé
-
Creating clearer service categories and calls to action
-
Establishing consistent language for consultations, telehealth, services, and support
The Copy
I wrote all website copy for the project, translating Professor Alaimo’s expertise into language that felt warm, confident, and easy to follow.
The messaging focused on helping agents move from potential to production through structured one-on-one coaching, practical strategy, accountability, and support. Instead of relying on heavy sales language, the copy was written to make visitors feel understood and guided.
The final voice is professional, encouraging, and direct: clear enough for someone who needs answers quickly, but warm enough to make them feel comfortable reaching out.
THE BREAKDOWN
Professor Alaimo
Brand Identity, Website Copy, UX/UI Design & Website Build
Professor Alaimo needed a brand and website that could do two things at once: establish him as a trusted authority in insurance coaching while still feeling warm, approachable, and easy to learn from.
His work centers around helping new and struggling insurance agents build confidence, sharpen their sales process, and turn knowledge into consistent production. The goal was to create an online presence that reflected that same balance: structured, professional, encouraging, and clear.
Note: This overview reflects the original brand identity, website copy, UX/UI design, and website build completed by Loose Ends Creative. Images shown and the live site may include post-launch updates that differ from the original creative direction.
The Challenge
Professor Alaimo wanted his website to feel welcoming from the first click. He did not want the brand to feel cold, corporate, or overly rigid. At the same time, the site needed to position him as an expert with the experience and structure to guide agents through booking, presenting, closing, licensing support, continuing education, and renewals.
The creative direction centered around one key idea: an open authority. Someone knowledgeable and experienced, but not intimidating. Someone who could lead with clarity while making visitors feel supported.
His main visual request was a blue that felt like the sky, which became the starting point for the full brand direction.
The Challenge
Professor Alaimo wanted his website to feel welcoming from the first click. He did not want the brand to feel cold, corporate, or overly rigid. At the same time, the site needed to position him as an expert with the experience and structure to guide agents through booking, presenting, closing, licensing support, continuing education, and renewals.
The creative direction centered around one key idea: an open authority. Someone knowledgeable and experienced, but not intimidating. Someone who could lead with clarity while making visitors feel supported.
His main visual request was a blue that felt like the sky, which became the starting point for the full brand direction.
Final pricing plan purchase page
The Website Build
I designed and built the full website from start to finish, including every page, layout, integration, and user flow.
The finished site brought together the brand identity, UX/UI planning, copywriting, and technical build into one cohesive online home. I also walked through each integration and setup step to make sure the site functioned smoothly and could support the business beyond launch.
The Outcome
The final result is a digital home that gives Professor Alaimo a clear digital presence for his coaching work. The brand feels credible without being cold, structured without feeling stiff, and welcoming without losing authority.
By combining brand strategy, copywriting, UX/UI design, and website development, the project created more than a website. It created a foundation for Professor Alaimo to present his services clearly, build trust with potential clients, and guide insurance agents toward the support they need.