Mikina pre dušu — a new website with an evergreen webinar for a sensitive topic
Children's mental health is a sensitive topic — the parents decide, and trust has to come first. We took the project over from the previous agency and built a completely new website around a single mechanism: an evergreen webinar that turns an ad click into someone who trusts the therapist.
The starting point
Mikina pre dušu is a project by psychotherapist Zuzana Oravcová — online mental-health support for children and young people aged 12 to 25. It's a sensitive topic and the buying decision is made by the parents. The ads brought plenty of clicks, but few of them turned into actual sessions — the step that builds trust first was missing. We took the project over from the previous agency: we took on the communication, the entire technical solution and the marketing, and turned it into one working system.
What we did
- A completely new tailor-made website — a standalone site focused on a single goal and a clean funnel, instead of a subpage buried in a large website.
- Evergreen webinar — a pre-recorded seminar with Zuzana that runs every day as a "live" session. The parent experiences it as a real meeting and builds trust before booking.
- Meta Ads — performance campaigns that bring the right parents to a landing page built precisely for this topic.
- Video production — video content for the website and the ads that carries the therapist's face and expertise.
- Social media management — organic content that builds credibility and authority over time.
- Overall strategy and E-E-A-T — the whole funnel from ad to booking, and a site set up so search engines take Zuzana seriously as an expert.
A website built on trust
When it comes to children's mental health, nobody clicks "Book" in three seconds. The parent first needs to believe Zuzana is the right person. That's why the whole site is built around an evergreen webinar — a pre-recorded session that runs every day as if it were live. The parent watches it, gets to know the therapist and the way she works, and arrives at the first free session already decided. The ad doesn't sell a session — it builds a relationship.
We took the whole thing over
We took the entire project over from the previous agency — the website, the ads and the communication. Since then we handle and run everything directly: the site, the campaigns, the video and the social media all run from one place, so they fit together instead of pulling in different directions.
The result for the client
Mikina pre dušu now has a website that actually converts — the new site clearly outperforms the previous solution and turns ad clicks into real bookings. Instead of scattered vendors, the client has one team holding the website, the ads, the video and the social media, plus the entire strategy, under one roof.
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