Feeling Good Institute

FGI is a pioneering mental wellness treatment and training organization, dedicated to offering evidence-based Cognitive Behavioral Therapy (CBT).







Committed to mental well-being, the Feeling Good Institute (FGI) is on a mission to transform lives through effective therapy. With a reach extending to over 10,000 therapists, the brand is driven by the goal of making effective therapy accessible to all.

The institute is on a mission to transform therapy and make it warm, data-driven, effective in less time, and continuously improving. They use a method named TEAM-CBT, which is a framework for providing evidence-based psychotherapy, an approach developed by Dr. David Burns. A form of Cognitive Behavioral Therapy (CBT) that is eight times more effective than traditional methods. After working and training with Dr. Burns at Stanford University, the founders of The Feeling Good Institute, Drs. Maor Katz, Jill Levitt, and Angela Krumm set out on a mission to share Dr Burns’ groundbreaking approach with therapists and clients around the world.

The Feeling Good Institute, hence, was born to set the standards, train, organize, and support the therapist community practicing TEAM-CBT. Today, more than 10,000 therapists have honed their skills at the institute, and countless clients have learned lifelong skills for sustained recovery through online sessions and in-person treatment.

The Challenge

Despite being a revolutionary mental wellness service and training institute, FGI was not able to reach all its audience effectively. Our Simple task was to bridge this gap.

Redesigning the user experience (UX) and implementing marketing strategies for Feeling Good Institute (FGI) presented a multifaceted challenge and a set of ambitious aims. Our primary challenge was to harmoniously integrate the various regional websites of FGI into one cohesive platform while preserving existing SEO traffic. This required meticulous content consolidation and redirection efforts to avoid duplicate content issues. Additionally, our aim was to elevate FGI’s online presence by enhancing the website’s design and functionality, ensuring a seamless and engaging user experience that aligns with the brand’s attributes.

We also sought to increase organic search traffic and boost conversion rates for both clients and therapists, encouraging bookings and training registrations. In parallel, our marketing initiatives aimed to raise brand awareness, facilitating easier access to FGI’s mental wellness services. Combining the elements of website redesign, SEO optimization, and strategic marketing, our goal was to create a digital ecosystem that not only encapsulated FGI’s core values but also facilitated an outstanding and accessible customer journey for those seeking effective therapy.

How did SimplePlan do it?

In our comprehensive efforts to revamp the digital experience for Feeling Good Institute (FGI), we addressed several critical aspects of the website. One key achievement was streamlining the booking process, making it considerably more user-friendly. We prioritized simplifying the steps involved in scheduling appointments and ensured that clients could access the services they needed with ease. By reducing friction in the booking process, we aimed to enhance the overall user experience and encourage more individuals to take the crucial step of seeking therapy.

We made feature-rich website for FGI, providing users with a wealth of information and tools to support their mental wellness journey. One notable addition was the therapist locator, a dynamic feature that enables users to find therapists who best match their needs and preferences. We also incorporated a “find a therapist” module, allowing users to efficiently locate professionals who can cater to their specific requirements. This not only facilitates the process of connecting clients with suitable therapists but also empowers individuals to take a more active role in their mental health care.

But it doesn’t stop there, we implemented a locator system for popular cities, which is particularly beneficial for users seeking therapy in specific geographic areas. This feature streamlines the search process, helping clients easily locate therapists in their city. By providing this local search functionality, we aimed to connect FGI’s services with those who are in proximity to their centers. These enhancements collectively aimed to make FGI’s website a valuable and user-centric resource for individuals seeking mental health support.

After a complete revamp of the website, we were assigned the task of marketing FGI and have since been responsible for its web presence for five years now!

Our ongoing efforts for Feeling Good Institute have encompassed a multifaceted approach to boost its online presence and engage its target audience effectively. In the realm of SEO, our strategies include on-page and off-page optimization, leading to a significant increase in impressions and clicks over the last three months, with impressive year-over-year growth. FGI has achieved high visibility for keywords like “Team CBT,” “Team CBT therapy,” “Local therapist,” and “Feeling Good Institute,” underpinning our SEO success. Meanwhile, our focus on UI/UX improvements, such as the “Refer a Patient” feature, enhanced the user experience.

Our lead generation efforts and the introduction of courses have yielded substantial returns, with a remarkable 7x return on ad spend (ROAS) for courses. In the realm of advertising, Meta Ads, specifically on Facebook, have delivered excellent ROI, and our target audience, which includes a compact yet diverse range of professionals in the mental health field, such as psychiatrists, marriage and family therapists, licensed professional counselors, and more, has proven to be highly receptive to our marketing efforts. By catering to audiences like the associations for behavioral therapies and American school counselors, we’ve achieved solid results and further cemented FGI’s digital presence as a reputable source for mental wellness and therapy solutions.

Feeling Good Institute represents a groundbreaking approach that addresses a fundamental mental health issue. Its UX redesign mirrors this innovation, ensuring a seamless and user-centric experience.

Simultaneously, its marketing efforts consistently amplify its narrative and training to a precisely targeted audience.


Feeling Good Institute


Health & Fitness



  • SEO
  • UI/UX Design
  • Digital Marketing
  • Website Development
  • Brand Strategy & Positioning