A New Dawn Therapy — Site Architecture & SEO Strategy
Overview
This article documents the agreed site structure, specialty page strategy, keyword decisions, location page approach, and content workflow for the A New Dawn Therapy website rebuild. The goal is a lead-generation-ready site before any PPC or ongoing SEO retainer begins. See [1] for overall client context.
Site Architecture
Navigation Structure
- Main navigation includes a "Madison area" dropdown linking to location-specific pages
- The dropdown is intentionally non-obtrusive — it should not appear as a list of 20 random municipalities; users will primarily find location pages organically via search
- Mid-navigation items will include small descriptions and internal links (action item for Sebastian)
Page Sections
| Section | Notes |
|---|---|
| Specialties / Services | Multiple pages, each built on one of three templates (A, B, or C) |
| Who We Treat | Dedicated pages for high-volume groups; see keyword notes below |
| Approaches | In progress; keyword research not yet complete |
| Location Pages | Template-based; linked from Madison area dropdown |
| Blog | Not yet built; planned for future ongoing SEO retainer phase |
Specialty Page Templates
Problem
A single template was visually restrictive and did not accommodate variation in content flow (e.g., FAQ placement differs between trauma and anxiety pages).
Solution
AAG will build three distinct specialty page templates (A, B, C):
- Template A built first and shared with Katie for feedback
- Templates B and C follow based on A's approval
- Katie selects which template fits each specialty page best
- Templates support dynamic copy so each page can be individually populated
Workflow
- Sebastian adds structured format (H1, H2, body sections, etc.) to the shared copy document
- Katie drafts copy using provided keywords and ChatGPT for structure
- Katie submits draft copy in the document
- AAG finalizes SEO elements: title tags, meta descriptions, URL slugs, and any headline adjustments
Keyword Strategy
Social Anxiety
- Finding: Low search volume for "social anxiety therapy" as a standalone query
- Decision: Fold social anxiety into the main Anxiety Therapy page rather than a standalone page
- Supplemental: Create a blog post targeting informational searches (e.g., "what is social anxiety") to capture top-of-funnel traffic
LGBTQIA+ Therapy
- Finding: Low volume for "LGBTQ therapy" broadly, but meaningful volume for intent-based queries such as "gay therapists near me" and "LGBTQ therapists near me"
- Decision: Single page that addresses both the identity-affirming practice angle and the therapist-identity angle (Katie identifies as queer, which is a differentiator)
- Copy direction: Open with a statement that the practice has providers who are members of the community; target both therapy-seeking and therapist-identity keywords
Who We Treat — High-Volume Groups
- Confirmed pages (blue-dot volume indicators in shared doc): Health Workers, Teachers, Parents
- Next step: Sebastian to research additional high-volume groups to add to this section
- Note: Even lower-volume groups (e.g., students) are worth keeping for FAQ content that may rank on long-tail informational queries
Approaches Section
- Keyword research not yet complete as of 2025-12-05
- Will follow same process once research is done
Location Pages
Purpose
Capture local SEO traffic for searches like "Verona therapist" or "Sun Prairie therapist near me" — municipalities in the Madison metro area where A New Dawn Therapy serves clients.
Structure
- AAG builds a single location page template (standardized layout, swapped copy per location)
- Pages are linked from the "Madison area" dropdown in main navigation
- Pages are designed to be found organically; the nav link is a low-prominence anchor, not a featured menu item
Template Design
- Each page looks and reads similarly across locations
- Copy is location-specific (city name, any local context)
- AAG handles template build; Katie does not need to create individual templates
Content Workflow (Ongoing)
| Step | Owner | Details |
|---|---|---|
| Keyword research & document prep | Sebastian / AAG | Keywords listed in order of volume/priority in shared doc; H1/H2 format added to each page section |
| Copy drafting | Katie | Uses provided keywords + ChatGPT for structure; writes in her voice and approach |
| Image upload | Katie | Upload to shared Google Drive folder |
| SEO finalization | AAG | Title tags, meta descriptions, URL slugs, headline review |
| Template build & assignment | AAG | Builds A/B/C templates; assigns based on Katie's feedback |
Open Action Items (as of 2025-12-05)
- [ ] Sebastian: Add H1/H2 structured format to shared copy document for all specialty pages
- [ ] Sebastian: Build specialty page template A; share with Katie; then build B and C
- [ ] Sebastian: Research additional high-volume groups for "Who We Treat" section
- [ ] Sebastian: Build location page template; build out individual location pages
- [ ] Sebastian: Add small descriptions and links to mid-navigation on A New Dawn Therapy site
- [ ] Katie: Draft copy for specialty pages using provided keywords and document structure
- [ ] Katie: Upload images to shared Google Drive
Related
- [1]
- [2]
- [3]
- [4]