Custom Website for Course Creator and kid Behavior Therapist
Client: Morgan Abraham, Founder of Parenthood on Purpose
Project Type: Custom Squarespace Website + Copywriting + Freebie + Tripwire Funnel
Industry: Child and Family Therapy, Parenting Education, Parent Coaching
About the Client
Morgan Abraham is a child and family therapist, parenting coach, and the founder of Parenthood on Purpose. Based in Southern California, Morgan supports parents navigating big emotions, confusing behaviors, and difficult conversations with their children through a relational neuroscience and nervous system informed lens.
With over a decade of clinical experience, advanced training in perinatal mental health, and certification in evidence based modalities, Morgan wanted her online presence to reflect what parents feel when working with her in real life: grounded, safe, compassionate, and deeply validating.
She was preparing to expand her offerings beyond private work and needed a website that could clearly communicate her expertise while also supporting digital education, lead generation, and course enrollment.
About the Project
When Morgan reached out, she knew she needed more than a simple informational website. She wanted a space that could hold both the emotional depth of her work and the practical needs of a growing education based business.
Her goals were clear:
Create a calm, supportive website that felt safe for overwhelmed parents
Clearly explain complex concepts like nervous system regulation and relational safety
Build a freebie and tripwire funnel to nurture parents before inviting them into her signature course
Set the foundation for scalable offers without overwhelming visitors
We approached this project with intention, clarity, and restraint, making sure every page felt spacious, supportive, and easy to navigate.
What We Created Together
Custom Squarespace Website Design
We designed a clean, calming Squarespace 7.1 website that mirrors Morgan’s presence as a therapist. Soft layouts, thoughtful spacing, and gentle flow guide parents through her content without pressure or sensory overload. The site is fully mobile optimized and structured with SEO friendly layouts to support long term growth.
Website Copywriting
All copy was written to reflect Morgan’s voice: warm, neuroscience informed, and shame free. We focused on helping parents feel seen and understood while clearly explaining her approach to parenting support and behavior support for kids. Each page was designed to guide visitors toward clarity and the next right step.
Lead Generation Funnel
We built a full freebie to tripwire funnel designed specifically for overwhelmed parents:
Freebie: “25 Scripts for Tough Conversations With Kids”
Tripwire: A low cost mini course that expands on the freebie with short, accessible lessons grounded in relational neuroscience
This funnel allows parents to experience Morgan’s teaching style and build trust before committing to her larger program.
Course Pathway Strategy
The site and funnel were intentionally structured to lead parents toward Morgan’s signature 12 week program, Raising Kids with Big, Baffling Behaviors, making the transition from free content to paid support feel natural and supportive.
The Process
This project was highly collaborative and deeply values driven. We spent time refining Morgan’s messaging so it felt both clinically sound and emotionally accessible. Every section was reviewed through the lens of nervous system safety, asking: Does this feel regulating, clear, and supportive for a stressed parent?
We also ensured Morgan felt confident managing her site and funnel after launch, providing guidance on structure, content flow, and future scalability.
By the end of the process, Morgan had more than a website. She had a complete educational ecosystem that supports parents at multiple entry points.
The Result
The final Parenthood on Purpose website feels like an extension of Morgan’s therapeutic work: calm, grounded, and deeply human.
Parents can:
Easily understand Morgan’s approach and services
Download a high value free resource
Move seamlessly into a supportive paid offer
Feel safe exploring sensitive topics
Since launch, Morgan now has a clear, conversion ready foundation that supports both her clinical work and her growing educational offerings. Her freebie and tripwire funnel gives parents an accessible entry point while consistently nurturing aligned leads for her signature program.
A Website Built With Care and Intention
At Carbon & Clay, we design websites for service providers who want more than something that looks good. We create intentional systems that support growth, connection, and ease.
If you’re ready to build a website that feels aligned, supportive, and strategic, we’d love to help you bring that vision to life.
