Tribeca Therapy
Increased conversion by 60% for a nationally recognized therapy office.
Tribeca Therapy is a nationally respected American centre for psychotherapy in New York focused on creative therapy solutions. Their website is their primary outreach mechanism. Matt Lundquist, the founder and owner, has been blogging about his work since 2010. In 2024, Matt came to me to design and develop a new Tribeca website. The brief: Design a website that reflected the creative approach of Tribeca Therapy — all while increasing on-page engagement and conversions.
How I helped:
SEO by:
- Josiah Casey for KC Visibility
This website converts
“Nathan defies many of the expectations of a web designer: He is incredibly responsive, does what he says he’ll do, and shows up with seemingly unflappable calm. Oh, and he’s got a great eye for design, technical proficiency and an understanding of how real businesses use websites. Thanks to my new website, I currently have a waitlist of dozens of patients, and dozens more in my inbox.”
Matt Lundquist Founder & Clinical Director, Tribeca Therapy
The design motif: A design system for squares
The Tribeca logo, placed in three colourful squares, became the design element that I leaned into everywhere on the site. A good, cohesive design often leans into a single concept, or motif. The motif for Tribeca became the three boxes in their logo. The blue, orange, and grey boxes could be arranged in a multitude of styles and ways. Good motifs are subtle, but influence the rest of the design, and leaning on the squares in the Tribeca logo neatly tied everything together in a subtle, yet convincing manner.
The logo's squares are used in landing page headers, where they reinforce the brand's imagery.
The logo's squares were incorporated into bullet points. The colour alternates through each bullet point to reflect Tribeca Therapy's logo. This is a subtle effect that recalls the branding while people read. On a text-heavy site like Tribeca’s, these subtle design elements make a big difference in visual recall for the reader.
The horizontal rule element, which is used frequently on every major landing page, looks like a tiny version of the Tribeca logo. It remains standards-compliant, so vision-impaired people using screen readers will still see it as a normal horizontal rule.
Many of the images and buttons have flattened corners to match the motif. Because the logo is made up of squares, and the page header images are squares, it made sense to flatten as many border radii as possible.
This square presentation extended to as many of the images throughout the site as possible, including the corner radii of bio images and headshots. Exclusions were made only when adhering to dogma would impact conversion rates.
Creative assets: Design at the molecular level
To drive the branding home, I designed a series of image collages modelled after the molecules in different anti-depression medications. I took ten different molecules and made a collage of squares over top of each one. The collages included photos used on the website, and the colours from the Tribeca Therapy logo. In total, I made three dozen different collages inspired by the molecules, and Tribeca Therapy is able to easily swap out images in these assets at any time to use in their landing pages. (See them in action on their Couples Therapy page.)
The Pipofezine molecule. Pipofezine is a is a tricyclic antidepressant. I’ve rotated the original image of the molecule sideways to match the final collage.
The Fluvoxamine molecule. Fluvoxamine is an antidepressant for treating OCD. I love how this one turned out.
The Duloxetine molecule. Duloxetine is a medication used to treat major depressive disorder, anxiety, OCD, fibromyalgia, neuropathic pain, and central sensitization. This is a great example of a collage where some slight liberties are taken for the sake of aesthetic beauty.
The Noxiptiline molecule. Noxiptlinie is an antidepressant. The molecule here is another example of slight creative liberties, but a great example of how good the results can be if you’re willing to soften your gaze and blur your eyes while comparing the two.
The results: All the numbers are up
Tribeca Therapy’s most important metrics were up immediately after launch. Conversion rate went up 60%. People spent significantly more time on the website: they clicked through to more pages, and they spent longer reading the pages they visited. (Bounce rate decreased as well.)
After a few months, the effects began to be felt across the business. Founder Matt Lundquist said: “Thanks to my new website, I currently have a waitlist of dozens of patients, and dozens more in my inbox.” The goal we set out to achieve wasn’t just met. It was smashed.
On large screens, the emphasis is on the copy — even when collages are displayed beside the text.
On mobile, the focus is on text. The Contact button is also prominently displayed in the site navigation.
The contact form is sprinkled throughout the site on almost every page. Conversion rates have nearly doubled since the new site went live.