SEO strategy + website rebuild
Wavepaths B2B SaaS: SEO Strategy & Blog Content
Rebuilt a non-functional site and drove relevant traffic — from zero rankings to 260+ keywords.
- Client
- Wavepaths
- Industry
- Medtech, Healthtech
- Type of work
- SEO strategy + website rebuild
- Ranking keywords
- 260+
- Top-3 keywords
- 11
- Starting rankings
- 0
The client
Wavepaths is a London-based startup serving a primarily US audience. Their app generates live, personalised music for therapists to use during psychedelic therapy sessions — built with insights from psychedelic science, machine learning, music theory, and psychotherapy.
The brief
Upgrade the content on wavepaths.com so it actually spoke to their audience (ketamine clinics and psychedelic therapists) and started pulling in traffic from relevant keywords. When I started, the site wasn't ranking for anything.
The approach
Run a full SEO audit. Build out audience personas for ketamine clinics and therapists. Get into the legal and regulatory weeds around emerging treatments like ketamine for depression. Develop a glossary and language guidelines for safely writing about mental health.
Methodology
Primary research on the US ketamine-clinic landscape. A full SEO audit using SEMRush, Screaming Frog, and GSC. In-depth interviews with existing Wavepaths customers about why they loved the product and where the website got in their way. All of it stitched together into a website strategy built around SEO and UX.
The challenge
The original site was a custom build — beautiful, animated, and basically un-rankable. We had to convince the team to scrap it and rebuild on WordPress. There were also almost no backlinks (despite the founder being interviewed in Wired and GQ), and everything was in YMYL territory, where accuracy isn't optional.
The solution
Rebuild fast on a WordPress template with proper site speed, lazy-loaded images, and indexable content. Restructure around audience personas. Chase down backlinks from publications already mentioning the brand. Write in-depth, long-tail blog content that answered the questions therapists were actually asking.
The results
From near-zero organic traffic to ranking for 260+ keywords, with 11 in the top 3 positions — including #1 for high-intent terms like 'wavepaths' and top-3 for 'ketamine music' and 'ketamine playlist'. Core Web Vitals went from failing to passing.