Case Study

Steps for Change

How Webserv Increased Steps For Change Organic Traffic By 1,354%

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Steps For Change is a mental health treatment center in Hennepin County, Minnesota that specializes in treating children and adolescents with sexual behavior problems. The highly-trained staff works with court-involved youth and their juvenile probation officers as well as Health and Human Services (HHS) caseworkers.


Although successful in their niche, Steps For Change needed a marketing solution that aligned with its goals. To be able to compete in the rest of the mental health industry, the organization needed a strategy that would increase organic traffic and keep users on the website.

When Janae Sullivan, executive director and owner of Steps For Change, came to us, she needed a modern website that was functional and user-friendly, had a clear SEO strategy to drive more traffic for new and old services, and a booking system that allowed clients to book appointments online.


Our first step was to conduct a technical and content audit of the website. We were able to identify issues with functionality and any problems that were hindering the site’s rankings.

Next, our web development team went to work. They developed a brand new website that included Steps For Change’s existing content while creating room to build new pages, include compelling CTAs and a client portal that allowed new and old clients to book an appointment.

Once the new website was built, our SEO team was able to dig in. They created a keyword map that outlined how every single page—past and future—was going to be optimized. They then created a content calendar with informative blogs, new service pages, and resource pages that supported a strong link-building campaign.

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“Webserv was amazing to work with. The web development team is truly gifted at web design and has worked with me on two different websites to bring my vision to life. SEO can be really complex and technical to understand. However, Webserv was great at breaking it all down and giving weekly updates about how my business is ranking, and providing suggestions on how to drive more traffic. I highly recommend the Webserv team!”

Janae Sullivan, Executive Director/Owner


Since working with Webserv, Steps For Change has been able to rank in the SERPs for keywords and services that were once unachievable, and the online booking system makes it easy for new clients to make an appointment.

Steps For Change’s organic traffic has increased 1,354% over the course of six months. Due to Webserv’s informative content calendar, strategic keyword map, and user-friendly website design, Steps For Change was able to accept clients for new treatments and successfully expand its services.

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