Elana Story, LCSW
The Challenge
Elana Story is a queer, gender-expansive therapist in Oakland who works with queer and trans folks healing from trauma, and with chosen families and nontraditional family structures. Her website was a Wix site from 2018 that hadn’t kept up with her practice: mostly empty color blocks and general therapy language that didn’t sound like her, with nothing to set her apart from other queer therapists. Most of her clients found her through networking and referrals, and she wanted a site that spoke directly to the people she most wants to work with.
Her practice is irreverent, direct and radically affirming. Her website was none of those things.
Sectors: Mental Health · Therapy Practice
Location: Oakland, CA
Services: Mini Brand, Copywriting, Photo & Graphic Curation, Web Design, Squarespace Build, On-Page SEO, Launch & Handoff
Website: elanastorylcsw.com
What We Did
We gave Elana a mini brand, rewrote her site in her own voice and rebuilt it on Squarespace.
A mini brand. Two brand directions built from her own words; she chose the second, with a text logo, a muted plum-and-cream palette and a heart-and-roots illustration.
Copy that sounds like her. Every page written with a StoryBrand structure in her voice: candid, funny and permission-giving, written for queer and trans clients.
A page for each way she works. Individual Therapy, Chosen Family Healing (family therapy for adult relationships, from adult siblings to roommates), Group Therapy and Consultations for Therapists, plus My Approach, About and Resources.
Design and build. A new Squarespace site with curated photography and graphics, designed for phones as well as desktops.
SEO and launch. Meta titles and descriptions and alt text for every page, Google Search Console set up, the domain transferred, and a handoff call so Elana can run the site herself.
Before
Scroll the homepage 👇
After
The Outcome
Elana’s new site launched in February 2026. It now reads the way she talks to clients and shows the full range of her work, from one-on-one trauma therapy to chosen-family sessions and consultations for other therapists. She now owns and edits the site herself.
See it live → elanastorylcsw.com
Testimonial:
“I was struggling with ways to market my work and present myself online. Salaams helped me create a site that I feel represents my work, style and personality. They were creative, collaborative, and thorough. I appreciated their knowledge and experience working with therapists. If you’re looking for someone to help with the marketing and tech side of running a therapy practice, I recommend Salaams and WeGo Oakland highly.”
-Elana Story, LCSW
In Short
A queer therapist’s dated Wix site became a branded Squarespace site written in her own voice, with a page for every way she works.
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