Results after launch
A private practice built around the client's story
Designed and developed a full client-facing website for Gen Fulton — a licensed psychotherapist and performance coach whose practice spans two very different audiences: individuals and couples seeking therapy for trauma, burnout, and relationship issues, and high-performing athletes and executives seeking a competitive mental edge.
The client needed a site that could speak authentically to both groups simultaneously — warm and approachable enough for someone in emotional distress, credible and results-oriented enough for a professional athlete. That required intentional copy architecture and audience routing, not just visual polish.
Trust-first, conversion-second
Three decisions, each answering a specific problem
Credibility for a dual-practice provider isn't just about listing credentials — it's about when and how you surface them. The intro section leads with Gen's voice and approach, not her titles. Qualifications are present but tucked behind a collapsible panel, available for the visitor who needs that reassurance without front-loading the experience for those who don't.
The core routing problem — serving a trauma client and a professional athlete on the same page — was solved with four question-framed expertise cards (Sports Performance, Stress/Burnout, Relationship, Trauma/PTSD). Each card opens with a direct prompt ('Do you need help focusing under pressure?') so visitors self-identify without the site having to assume who they are.
Booking on mobile was designed to be present without being aggressive. A single CTA — Free Consultation — persists in the nav at every scroll depth, framed as an invitation. The conversion step routes to a Calendly embed so it feels like scheduling, not committing.
Palette & Design Rationale
A deep teal anchors the site in calm authority — the same palette register as medical and wellness institutions, but warmer than corporate blue. Violet CTAs were chosen deliberately over teal-adjacent hues to create a moment of contrast that draws the eye without aggression. The warm cream background keeps the reading experience soft and inviting, while the dark navy grounds typography and prevents the lightness from reading as cheap.
Animation & Interactions
Hi, I'm Gen Fulton.
My approach to therapy is collaborative to help you reduce stress and prevent burnout. I use motivational neuroscience to help you re-regulate your nervous system, build resilience, and perform with clarity in high-stakes situations. This process empowers you to navigate life's uncertainties with greater ease, fostering hope, harmony and well-being.
Areas of Expertise
Do you need help focusing or performing under pressure?
Are you feeling post-covid burnout and difficulty asserting boundaries?
Do you and your partner need help with your communication?
Do you need help to increase stress resilience and promote hope?