New Dawn WordPress Rebuild Strategy

Guidance for the A New Dawn Therapy website rebuild, covering page template structure, SEO copy requirements, the specialty page duplication pattern, and hosting migration. Established during the ^[1] / Shine realignment call on 2025-10-23.

Context

The New Dawn website was taken offline for a full theme and layout revamp. Katie (the client) is building the pages in WordPress using Kadence/WonderBlocks. The Asymmetric team's role is to provide SEO-optimized copy once templates are finalized — not to build the pages themselves. This division of labor was clarified on the call and resolves earlier ambiguity about scope.

Page Template Structure

The Duplication Pattern

Rather than building every page from scratch, the recommended approach is:

1. Finalize one specialty page template (e.g., Anxiety Therapy) with the correct block layout.
2. Duplicate it for each remaining specialty page, swapping out copy, images, and keywords.
3. Apply the same pattern separately to other page types (e.g., "Who We Treat," "Approaches") if their layout differs from the specialty template.

This keeps the build manageable and ensures consistent structure across all specialty pages. Pages with genuinely different purposes (e.g., Client Portal) can still use a separate layout.

Recommended Block Order

The navigation and footer blocks are sitewide and not SEO-targeted at the page level.

SEO Copy Guidelines

H1 (Hero Headline)

• Must contain the primary target keyword for the page (e.g., "Anxiety Therapy," "Couples Therapy").
• Placed in the hero section at the very top of the page.
• Avoid clever/creative headlines that omit the keyword — Google's crawler reads top-to-bottom and weights the hero headline heavily.

Supporting Copy

• Sprinkle secondary and related keywords throughout body copy sections.
• Target a minimum of ~500 words of indexable copy per page (more is generally better for competitive terms).
• The FAQ section is a high-leverage location for keyword density without making the page feel keyword-stuffed.

FAQ Section

• Include a specialty-specific FAQ on every specialty page.
• Questions should mirror how users actually search (e.g., "What is anxiety therapy?", "How do I know if I need therapy?").
• This format is particularly effective for ranking in AI-generated snippets (Google SGE / featured snippets).
• A separate, general FAQ page (e.g., under Client Center) can cover practice-wide questions like insurance and getting started.

URL Structure

• Each specialty page URL should contain the target keyword (e.g., /anxiety-therapy, /couples-therapy).
• This is one of the strongest on-page SEO signals.

Image Naming

• Do not upload images with default filenames (e.g., iStock_12345.jpg).
• Use a descriptive naming convention: company_keyword.jpg or subject_company_keyword.jpg (e.g., new-dawn-therapy_anxiety-therapy.jpg).
• Google does not interpret image content visually — it reads the filename and alt text. AI-generated images are acceptable as long as naming conventions are followed.
• Alt text should be added in the WordPress media library backend.

Content Recommendations

Video

A short video of Katie speaking is strongly recommended. In the therapy vertical, prospective clients often want to get a sense of the therapist before reaching out. Video builds trust and can meaningfully improve conversion rates on specialty pages and landing pages.

Email Newsletter / Blog

An email capture block in the footer is appropriate. Connecting it to a newsletter (via the new EHR system's MailChimp-equivalent) and pairing it with a blog creates a content loop that supports ongoing SEO.

Hosting Migration

The team offered to host both the New Dawn and Shine sites free through year-end to:

• Eliminate the need for Bluehost credentials as a recurring blocker.
• Simplify backend access for SEO work, form troubleshooting, and copy deployment.
• Avoid overlapping costs (client's existing Bluehost contract runs through end of year).

At the new year, when the Bluehost agreement expires, hosting terms will be revisited formally.

Prerequisite: Katie needs to provide Bluehost login credentials for both sites as an interim step while migration is arranged.

Google Ads & Landing Pages

The New Dawn Google Ads account was reactivated on the call (it had auto-canceled due to inactivity). Ad copy drafting is in progress.

Rather than sending paid traffic directly to website pages, dedicated landing pages are recommended for Google Ads campaigns:

• Why: Landing pages with a single CTA (no nav links to distract) consistently outperform full website pages for paid conversion.
• Quality Score impact: Google's Quality Score — which affects bid competitiveness and cost-per-click — is partly determined by landing page relevance. A dedicated page can be keyword-matched precisely to the ad group, improving score and lowering effective CPC.
• Structure: One landing page per campaign theme (e.g., one for anxiety therapy, one for general therapy). May include a logo link back to the main site given the trust-building nature of therapy services.

Landing page research and initial mock-ups are assigned to the Asymmetric team.

Action Items (as of 2025-10-23)

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]