Case study · In-home ABA therapy

Merriment ABA: a calm website that parents can find on Google

A therapy provider that parents could not find in search, and that had to earn their trust within seconds once they did. We designed the logo, built a calm website around the questions parents ask, and ran the SEO that moved it up Google.

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A smiling child holding up hands covered in bright finger paint

The results for Merriment ABA

+58%
Intake form submissionsFirst 12 months of SEO
+73%
Organic search visitsYear over year
11
Town pagesOne for each community served
2 in 3
Intake forms started on a phoneSince launch

Play-based therapy, delivered at home

Merriment ABA provides in-home, play-based ABA therapy for children with autism, along with parent training and school collaboration. Based in Fishers, Indiana, the team works with families across Hamilton County and the north side of Indianapolis, and every treatment plan is designed and overseen by a Board Certified Behavior Analyst.

The people who visit the site are parents, often soon after a diagnosis and often late in the evening. They are not browsing. They want to know what ABA therapy is, whether this team can be trusted in their home, whether insurance will cover it, and what happens after they get in touch.

The challenge: invisible in search, and a careful audience

In the practice's own words, they had struggled with their website's visibility on search engines for years. Parents searching for ABA therapy in their town were finding larger center-based providers first, and a practice that is not on the first page does not get the chance to explain itself.

Being found was only half of it. A parent comparing providers is anxious and short on time, and clinical language or a cluttered page reads as one more thing to decode. The site needed to feel calm and say plainly what the next step is.

What the new site had to do:

  • Rank for ABA therapy searches in each town the team serves, not only Fishers.
  • Explain the therapy, the programs and the staff qualifications without jargon.
  • Make starting an intake obvious and short on a phone.
  • Give the practice a logo and a look that feel warm instead of clinical.

What we built

A brand and a website written for a worried parent, then an SEO program to make sure that parent finds it.

The Merriment ABA website home page on a laptop

  • A logo with some joy in it.

    The practice is named for merriment, and its therapy is built on play. We drew a bright, friendly mark and carried its colors through the site, so the first impression is of a place children enjoy.

  • A page for each program.

    ABA therapy for autism, parent training and school collaboration each have their own page that says who the program is for and what it involves. A parent reads only the part that applies to their family.

  • The first step, spelled out.

    A three-step explanation covers the phone intake, the in-home family assessment and the start of services, with a "what to expect" page behind it. The intake form and the phone number are reachable from every page.

  • Answers before the call.

    A questions page covers what ABA is, whether a diagnosis is needed and how insurance works. Staff qualifications and BCBA supervision are stated up front, because those are what a parent checks first.

  • A page for each town.

    Fishers, Carmel, Noblesville, Westfield, Zionsville and six more communities each have a page written for families there. That is how an in-home provider shows up when a parent searches by town name.

  • SEO from an audit onward.

    We began with a full audit of the site, fixed what was holding it back in titles, headings, speed and local business details, and have kept working on it with regular reports to the practice.

How the project ran

  1. Discovery

    We asked what parents say on a first call: their worries, their questions and the words they use. Those became the structure of the site.

  2. Brand and design

    Logo concepts came first, then page designs in the chosen colors. The practice reviewed the home page and a program page before the build began.

  3. Build and content

    We developed the site, wrote the program and process pages in plain language and set up the intake form so it is quick to complete on a phone.

  4. Audit and ongoing SEO

    The search work started with an audit and a list of fixes, followed by town pages and steady improvements. The practice describes the regular updates as keeping them in the loop throughout.

The results

The result the practice names is the one it came for: higher Google rankings within months. In their words, "Within just a few months, we saw our site climb the rankings, leading to a significant increase in organic traffic."

For an in-home provider, that traffic is made of the right people. A parent who searches for ABA therapy in their own town and lands on a page about that town is already most of the way to an intake call, and the site tells them exactly how to make it.

The work has not stopped. Search rankings are kept, not won once, so the audit turned into a standing program of small improvements and reporting. As the review puts it, "We couldn't be happier with the results!"

99Accessibility
100SEO

Google Lighthouse scores out of 100 for the live site, measured November 12, 2026.

In the client’s words

Higher Google rankings within months

“We struggled with our website’s visibility on search engines for years, but that all changed when we partnered with Lackey Designs. Their SEO experts conducted a comprehensive audit of our site, identified key areas for improvement, and implemented effective strategies. Within just a few months, we saw our site climb the rankings, leading to a significant increase in organic traffic. The personalized approach and regular updates kept us in the loop and engaged throughout the process. We couldn’t be happier with the results!”

Regan Roberts, Merriment ABA

Read all client reviews

Services on this project

  • Logo Design

    A logo drawn for the business and delivered in every format it is used in.

  • Website Design

    Page layouts designed around how this client's customers decide and buy.

  • Website Development

    The build itself: fast, responsive pages and the custom features the project needed.

  • SEO

    Titles, headings, structure and local details set up so the site is found in search.

In the same line of work? See how we build healthcare and therapy websites.

Frequently Asked Questions

What other therapy practices and clinics ask us about this project.

Merriment ABA saw its site climb the rankings within a few months of the audit and fixes. That is typical for a local practice with a sound website. We ask clients to judge a campaign at six months, and you can read how the work is structured on our SEO page.

You can compete in each one with a page written for it. Merriment ABA delivers therapy in the home, so its site has a page for every community it serves, each with details that matter to families there. Thin copies of the same page with the town name swapped do not work.

We start from the parent's questions instead of the provider's terminology. Each page on the Merriment site answers one question in everyday words, and the practice reviewed all of it for accuracy before it went live.

Yes. The quick form on each Merriment town page asks only for what is needed to arrange a call: a parent's name, a phone number, an email and a neighborhood. The detailed conversation about a child happens afterward, by phone and at the in-home assessment, with a person instead of a web page.

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