A counsellor people feel seen by
Anastasia is a counsellor in Melbourne. She works with relationship patterns and with something called overfunctioning.
Overfunctioning is doing more than your share, all the time. Carrying everyone's feelings, plans and problems, because it feels like if you stop, everything falls apart. It looks like being reliable. It feels like being exhausted.
She understands the people she helps because she's lived parts of it. Her content has a way of making you see yourself. People follow her because they recognise their own patterns in what she says.
Good content, no path
Her videos were doing well. The views just weren't turning into clients.
Part of it was legal. She can only offer therapy to people in Australia, and most of her audience lives in the US, Canada, the UK and Europe. She did offer coaching overseas, but only through DMs, one conversation at a time. No page, no clear offer. To a stranger it can feel like "trust me and pay upfront."
The bigger problem was trust. Her topics go deep: childhood, relationships, old patterns. Nobody books someone for that after one video. People were following her for six to eight months before booking, and she had no way to nurture them in between. She called it a big rock she didn't know how to lift.
- Too many choices. A relationship quiz and a separate overfunctioning guide, both competing for attention.
- A quiz that stopped. It promised to email your result and never did. Results ended with nowhere to go.
- A half-finished website from a previous contractor who didn't act on her feedback.
The first call
I sent her a short personal video walking through what I saw. She wrote back that a lot of it was accurate and asked to talk.
On the call I mostly listened. The problem was clear. More content wasn't going to fix it. The path after the content was missing.
One door instead of three
Her audience is slow to trust, and for good reason. Every extra step or choice loses people before they ever realise how much they need help. A PDF guide mostly goes unread.
So I suggested merging everything into one quiz with two paths. The first question lets people choose: is this more about relationships, or about carrying everything? From there, each person gets a result that describes their pattern back to them.
Then we split every result by location. People in Australia are guided toward working with her in person or online. Everyone else is guided toward her coaching. Nobody ever lands on an offer they can't use.
What we built
Everything went out in her voice, so everything went past her first. Copy, colours, fonts, images. She knows exactly how she wants to come across, and Josh and I built to that.
- One quiz, two paths: relationship patterns and overfunctioning.
- 16 personal result pages, one for each pattern in Australia and overseas.
- 48 nurture emails, so every result gets its own email journey after the quiz.
- A clear coaching path for her overseas audience.
- Email capture and tagging, so every reader is sorted by pattern and location automatically.
- Artwork and design matched to her brand, agreed with her before we built.
Before: a relationships-only quiz, with nowhere to go after the result.
After: one quiz with two paths, in her voice and her style.
Inside the build: the branching logic behind the two paths.
A peek inside 1 of 16 result pages we built for Anastasia.
Her new coaching page, so overseas readers have a clear next step.
Inside her website editor, building her pages section by section.
Her Instagram, with the quiz as the first step in her bio.
Real readers finishing the quiz and getting their pattern, days after launch. (Names hidden.)
Anastasia's message to Josh after launch.
What working together looked like
Anastasia cares more about what you do than what you say, so that's how we worked. I always brought her a draft, never just a question.
We also tried to make each round of feedback the last of its kind. Every note she gave us, we applied everywhere it fit, not just where she pointed. I wanted her to never have to say the same thing twice, so her time could go to her clients and her content.
Timeline
- Jul 18I send Anastasia a short personal video about her funnel.
- Aug 23Kickoff call. Five weeks to launch.
- Early SepThe two-path quiz and 16 result pages take shape. Email platform set up.
- Mid SepVisual style agreed. Quiz wording refined with her.
- Late SepEverything goes live: quiz, result pages and all 48 emails.
What slowed us down
Most of the delays came from getting the details right, which was the whole point.
Launch
When everything went live, she was happy with all of it. Her message to Josh that night: "You did such an amazing job! Thank you again!" That meant a lot to me, given that her feedback had gone nowhere with someone else before.
In the first few days, hundreds of people took the quiz, without a viral video behind it. The quiz just fits her audience. People want to understand themselves, and now there's an easy first step that does that.
It's early, so I'll be honest: there are no conversion numbers yet. What I'll be watching is how many quiz takers become subscribers, how the emails perform, and how many readers book.
Where it stands now
Anastasia now has the full system and is running it herself, putting more content behind it to send more people through.
The plan is to come back together in about six months, once real data has built up, and look at every step to improve what's underperforming.