From Two Therapists to Two States
A two-person Denver practice is now 15+ clinicians across Colorado and Arizona, serving clients nationwide — and a founder with the room to build a podcast, a speaking career, and the courses coming next
Background
Industry
- LGBTQIA+ Psychotherapy
Challenges
- Two therapists, one Denver office — capacity capped at the hours the founders could personally bill
- Plenty of traffic, but no view into what was converting, or where the budget was being wasted
- Expansion was the goal, and a second location needs demand waiting for it before the lease gets signed
- A founder whose podcast, speaking invitations, and teaching work all sat behind a full clinical caseload
- A category where practices stay small and local by default — most LGBTQIA+ practices never leave their first city
Solutions
Advanced Analytics & Conversion Rate Optimization
- 1. Established what was actually producing clients and what was burning budget. Nobody signs an employment agreement against a good month; they sign against a number they trust.
- Set baseline conversion rates and A/B tested to lift them — turning lead flow from something that happened to the practice into something it could plan around.
- Built the site to convert into the practice rather than into one person’s calendar, so an inquiry became a clinic client instead of a founder client.
SEO — Broke Dependency
- This is the part that actually freed the owner. A referral arrives asking for the owner. Someone typing “LGBTQIA+ affirming therapist” at midnight is looking for the right clinician, not a name they already know — and will book with whoever fits.
- We shifted where new clients came from. Ranking for the identities, conditions, and relationship issues people actually search spread incoming demand across the whole team’s specialties instead of concentrating it on the founder’s.
- And we built national and non-local visibility years before a second office existed — which is why Arizona opened into demand instead of into silence.
The Numbers
SEO Traffic Year Over Year
Increase In Year Over Year Total Revenue
Increase In Avg. New Patients Year Over Year
WHAT THE GROWTH MADE POSSIBLE
The Real Result Isn’t a Number
Read the original strategy and one line stands out: build national SEO presence and brand awareness for future offices. At the time there were no other offices. There was one location, and a founder who personally saw most of the clients.
Today the practice runs on a full team across more than one state, seeing clients well beyond the city it started in. The demand arrived before the offices did, which is the only order in which expansion is safe.
What changed most, though, is the founder’s week. They built this practice by seeing clients; it no longer needs them to. That’s what made room for a podcast, for speaking invitations, and for the teaching work being built now — work that reaches far more people than a calendar of appointments ever could.
A practice that depends on its founder can only ever be as large as one person’s week. Marketing built to scale a team is what turns a practice into something that keeps growing while its founder is somewhere else.
“The LRoss Marketing team has been huge in helping us drive consistent leads from our website. Through best practices, consumer insights & continuous testing we’ve been able to turn the site into a lead-generating machine!”
Isaac Archuleta – Writer, Speaker & Founder of iAmClinic LGBTQIA+ Therapy, iAmCouncil, and iMatter Neurofeedback Therapy
SEO Traffic Year Over Year
Increase in Therapists
Increase In Year Over Year Total Revenue
Increase In Avg. New Patients Year Over Year