Case Study
How Crawf Weir Went From Sporadic Referrals to Two Booked Intro Calls a Week
Crawf Weir is an Internal Family Systems psychotherapist in North Sydney, seeing clients in person and online across Australia. He had seven years in practice and a website that read well, but new clients came from referrals and word of mouth, in bursts rather than a steady flow. He now books around two intro calls a week through his own site.
2 a week
intro calls booked, on average
10
inquiries in the last month
7
clients signed in the first two weeks
The client
Crawf Weir is a psychotherapist practising exclusively in Internal Family Systems, based in North Sydney and working with clients in person and online Australia-wide. His site is crawfweir.com.au. He has seven years in practice and holds PACFA registration and IFS Institute Level 2 training.
The situation before
Crawf's practice ran on referrals and word of mouth. His website was well written and reflected genuine clinical depth, but it was not doing any work to bring in new clients. For anyone searching for an IFS therapist in Sydney who did not already know his name, he was on the second page of Google, which for practical purposes means invisible.
He was also, understandably, sceptical. He had a full practice built without SEO and no particular reason to believe search would change that. That scepticism shaped the entire engagement: every piece of work had to be measurable, and every result had to be shown rather than asserted.
What was blocking him
His pages were competing with each other. For his most important searches, like "IFS therapy Sydney," it was his homepage surfacing in Google rather than the dedicated service page built to win that search. Several pages were pulling against each other for the same terms, so none of them ranked as well as it could have.
The site was missing the exact language people search. Pages described the work accurately but did not always use the specific phrases prospective clients type. In one case a service page was already ranking near the top of the country for a specialty search without ever using the exact phrase for it, a single missing term standing between the page and the top result.
High-value searches were going unclaimed. The single largest national search for his modality was being won by other practices and directories, despite Crawf offering exactly that service online across Australia.
There was no way to see what was working. No enquiry tracking existed, so there was no way to connect search visibility to actual booking activity, which for a sceptical client is the number that matters.
Here's what we did
Built the technical foundation and cleaned up local listings.
Structured data, rewritten meta titles and descriptions built around real search intent, internal linking, a submitted sitemap, and Google Business Profile optimisation, including removing a duplicate listing that was splitting his local signals.
Outcome: A clean, legible base for every search engine to understand who Crawf is and where he practises.
Fixed pages competing against each other.
Direct analysis of live search results for each priority term, checking which of Crawf's pages actually surfaced, who ranked above him, and why. Pages competing for the same terms were separated and re-pointed, and pages missing the exact search language had it added.
Outcome: His practice moved from the second page of Google, where almost no one looks, to the first page for the core Sydney searches that lead to a booking.
Built a content cluster in his own clinical voice.
A dedicated men's therapy page and a series of posts on anger, shame, people-pleasing, and the aftermath of divorce, every piece reviewed and approved by Crawf before going live.
Outcome: More than twice as many people were seeing his practice in search by the end of the engagement as at the start.
Set up enquiry tracking.
Booking activity measured against visibility week to week, so the sceptic in the room had numbers instead of assurances.
Outcome: Booking-link clicks roughly tripled over the engagement, and the connection between visibility and bookings became visible for the first time.
The entire engagement ran without paid advertising, paid directory listings, or directory dependency.
The results
Crawf now consistently has around 2 intro calls booked every week, most of which convert into clients since they are the right-fit clients he's looking for. After the foundation work and three months of ongoing work, he has a consistent inflow of inquiries and consistent bookings, enough to support his private practice comfortably.
Not every high-value search is won yet. A few of the most competitive Sydney terms are still just outside the first page, and that is the honest picture: this is a foundation that keeps compounding, not a finished job. But the direction is unambiguous, and it is already producing booked clients.
In Google Search Console, impressions went from 2.27K over two months (1 February to 31 March) to 5.99K over six weeks (1 June to 12 July). More than twice the impressions in a shorter window, roughly three times the daily rate, while average position held steady. Booking-link clicks, tracked separately in GA4, roughly tripled over the same period.
What the results show
Crawf's starting point is the common one. Therapists and practices almost always have websites that are technically incomplete in ways they have no reason to know about, and the gap between "has a website" and "is findable" is a structural problem, not a content one. Crawf's writing and clinical work were already excellent. The site was not built to be understood by search engines or to speak the language his clients were searching.
What makes this engagement worth reading is that it was run for a sceptic, which meant everything had to be measured. The visibility did not come from volume for its own sake. It came from making a strong practice legible to search, claiming the searches that were within reach, and tracking the work through to booking activity. Several high-value national searches remain just outside reach, which points to further growth ahead.
Work with HarborVisibility
If you are a therapist or practice whose website is not generating inquiries, the starting point is the same regardless of location or specialty.