Two Websites for One Person

Rick Senninger came to me twice. The first time was to build the website for his clinical practice, TIP Hypnosis. The second time was for his personal brand. The two sites turned out completely different and the project taught me more about brand strategy than any generic identity brief ever did.

When one site isn’t enough

Most of my clients have one business and need one site. Rick is more complicated than that. He’s a clinical hypnotherapist (TIP Hypnosis). He’s also a three-time National Award-winning counselor, an author, a speaker, and an independent researcher publishing white papers on consciousness and grief.

Trying to fit all of that on the practice site would dilute the practice. New clinical clients land on a page about service offerings. New podcast bookers land on the same page and have to dig to find Rick’s media bio. The white paper sits buried three clicks deep on a page also trying to convert booking inquiries.

After a year of letting tiphypnosis.com try to be everything, the right answer became obvious. Two sites. Two clear jobs.

The split

TIP Hypnosis sells the work. Services, methodology, booking. The visual language is harvest gold and deep purple, structured, authoritative, premium. Every page is built to convert a clinical client.

RichardSenninger.com sells the person. Bio, books, research, speaking, media. The visual language is midnight blue with a slow-drifting constellation field. Rick’s signature is the hero, set huge in gold script. Every page is built to convince a podcast booker, a conference organizer, or a reader.

The two sites cross-link. The TIP TV podcast page exists on both. The book is featured prominently on the personal site and mentioned on the practice site. But each site stays in its own lane, which means each one does its job sharply.

The lesson for other practitioners

If you do more than one thing for a living and you’ve been trying to make one website carry all of it, that’s probably the reason your site isn’t converting. The fix isn’t more content. It’s a clearer split.

A lot of consultants, coaches, therapists, and professional service providers are in this same boat. Practice plus book plus speaking plus a course. Or firm plus expert witness work plus media presence. The instinct is to consolidate. The right answer is usually to separate.

If you have a parallel situation, I want to talk to you. It’s some of the most interesting design work I do.