wiki/knowledge/website/new-dawn-therapy-content-workflow.md · 554 words · 2025-12-05
A New Dawn Therapy — Content & Design Workflow
Established during the [1] with Katie Geiser. Defines how specialty page content is produced, structured, and handed off between the client and AAG.
Problem: Single-Template Approach
Katie identified two issues with the original single-template approach for specialty pages:
- Visual monotony — all specialty pages looking identical felt restrictive and unprofessional.
- Content flow mismatch — different specialties (e.g., trauma therapy vs. anxiety therapy) have different natural content structures. For example, FAQ placement that works for one page may not suit another.
Solution: Three Specialty Page Templates (A / B / C)
AAG will build three distinct specialty page template variants to provide visual variety and layout flexibility.
- Template A is built first and shared with Katie for feedback.
- Templates B and C are built after A is approved, using A as a foundation.
- Katie can be particular with feedback on any of the three versions; templates are not locked in.
- Once A, B, and C exist, individual specialty pages are assigned to whichever template best fits their content structure.
This keeps template creation within AAG's scope and frees Katie to focus on copy.
Copy Drafting Process
The workflow is divided between Katie (voice and content) and AAG (structure and SEO formatting):
- AAG adds structure to the shared copy document — Sebastian will add H1, H2, and other heading-level formatting to the shared Google Doc so Katie has a clear scaffold to write into.
- Katie drafts copy — using the targeted keywords provided by AAG and ChatGPT as a drafting aid, Katie writes the body copy for each specialty page, fitting her voice and clinical approach into the provided structure.
- AAG finalizes SEO elements — AAG handles the SEO title, meta description, URL slug, and any headline adjustments needed for keyword optimization.
Katie's primary contribution is the body copy and clinical voice. AAG handles everything structural and technical.
Keyword Strategy Notes
Several specialty pages required keyword decisions that affect copy direction:
| Page |
Issue |
Resolution |
| Social Anxiety |
Low search volume for "social anxiety therapy" |
Fold into the main Anxiety page; add a blog post targeting informational searches about the condition |
| LGBTQIA+ Therapy |
Low volume for "LGBTQ therapy" broadly |
Target intent-based searches (e.g., "gay therapists near me"); page should address both identity-affirming therapists and general LGBTQ+ care |
| Who We Treat |
Existing groups confirmed (health workers, teachers, parents); additional high-volume groups TBD |
Sebastian to research additional groups to expand the section |
Keywords in the shared document are listed in order of search volume, which also reflects copy priority.
Location Pages
A parallel template will be built for SEO-targeted location pages (e.g., "Verona therapist," "Sun Prairie therapist").
- Pages follow a standardized structure with swapped location-specific copy.
- Navigation: linked from a non-obtrusive "Madison area" dropdown in the main nav — present enough to be crawlable, but not so prominent it implies geographic restriction.
- Goal: capture local searches without making the site feel geographically limited.
See also: [2].