Month 4: the honest accounting.

This is the month the whole engagement gets measured. Below is every number I have, including the ones that went the wrong way. Summer was the peak and the last six weeks have cooled off — that matters more than a tidy headline, so it leads.

Month 4 of 4 · Complete

Google Business Profile — the main numberApr–Sep 2026

339 interactions in six months, and a clear peak in July.

“Interactions” is Google’s own count of people doing something on your profile — calling, asking for directions, clicking through to the site. It is the cleanest number in this report because the measurement never changed.

Month	Interactions	vs. May baseline	What was happening
April	64	—	Before we started. Profile largely unbuilt.
May	40	baseline	The week I captured the “before” column.
June	69	+73%	Profile activated — hours, categories, services, photos.
July	86	+115%	Peak. Services tiled, posts running, all reviews answered.
August	51	+28%	Directories added. Traffic cooling.
September (to the 24th)	28	~level	Tracking to roughly 35 for the full month.

Read it straight

June and July are real and they are big — the profile roughly doubled what it was doing. August and September gave a chunk of that back. September is pacing at about where May was. I would rather show you the whole curve than the three months that make me look good.

So why did it cool off?What I can and can't say

Search visibility didn’t drop. Something else did.

The first thing I checked was whether we broke something in the move off Squarespace. We didn’t. Google Search Console shows impressions flat to slightly rising through September:

Search Console	Since 21 June	Note
Clicks to your site	58	~19/month, steady
Times you appeared	1,650	trend is flat-to-up
Click-through rate	3.5%	healthy for local
Average position	35.7	the number with the most room in it

So the site is being found and clicked at a steady rate. The drop is specific to profile interactions, which points at seasonality — late summer into September is a known soft patch for counseling enquiries, and your April number was 64 before I touched anything, which suggests the whole line moves with the season.

What I can’t prove yet: we don’t have a prior year of profile data to compare against, because the profile wasn’t built out before June. One more season of clean data settles it. That’s worth knowing before you decide what happens after this month.

What shipped this monthSeptember · Complete

Five things, and one of them was a legal gap.

A Good Faith Estimate page — rhettedwards.com/good-faith-estimate. Federal No Surprises Act notice, built from the CMS model text, quiet link in the footer the way you asked.
Curative added everywhere — your site, Psychology Today, TherapyDen and Healthgrades. Two of those listings turned out to be further behind than expected: TherapyDen was still missing Providence from August, and Healthgrades was missing Carelon. Both fixed.
Six more months of Google posts queued into 2027, so the profile keeps looking active without you thinking about it.
The contact-card photo you flagged — the crop was cutting your hairline. Re-centred and live.
A final tech sweep — no broken links, no regressions from the Squarespace move.

Where I fell shortSaid plainly

Two line items didn’t land the way they were sold.

Directory listings were substituted. The plan named TherapyDen, GoodTherapy and Inclusive Therapists. You got TherapyDen, Bing Places and Healthgrades. Bing and Healthgrades are the better call for how people actually search for you here, but it isn’t what I wrote down, so I’m naming it.
Photo optimisation came in thin. You sent fourteen photos. I cropped them and used them on Google, but the rebuilt site turned the Specialties section into a colour-tile grid with no photos in it — so five of the six office shots and the outdoor portrait never made it onto the site. That was a design decision I made and didn’t flag at the time. The photos are cropped, sized and sitting ready if you ever want them placed.

One more, on the directories: Healthgrades has produced zero profile views and zero reviews for you across two years, and TherapyDen has just moved search visibility behind a paywall. Both are accurate and both rank for your name, so they’re worth keeping correct — but I wouldn’t spend money or much more time on either, and I’d rather tell you that than keep them on a list of wins.

Where the practice stands nowEnd of engagement

Four months ago the web pipeline was effectively zero.

What we're tracking	Before (late May)	Now (September)
Website	Squarespace, monthly bill	Your own domain, no monthly fee
Google profile	Incomplete, no posts	Fully built, posts queued into 2027
Google reviews	11, none answered	11 at 4.9, every one answered
Profile interactions	40 / month	~35–51 / month, peaked at 86
Directories	Psychology Today only	PT, TherapyDen, Bing, Healthgrades
Insurance listed	Out of date in three places	Current everywhere, incl. Curative
Sharing your details	Nothing	Tap card, QR card, email signature
Legal notice	Missing	Good Faith Estimate page live

What's nextOctober

A fifth month, for the apparel line.

Month 5 is Tesserae: a working storefront, one finished shirt listed and buyable, and the starting brand kit as final vector files. Printed rather than embroidered to begin with — the mosaic depends on lines too fine for stitching to hold, and embroidery stays open for a version two once the mark is proven.

Month 5 — $300 flat

Fourthwall’s free tier, on shop.rhettedwards.com, in your name and your bank details. You order a sample and wear it before anything goes live. When it’s up, it’s yours to run — I’ll leave you a short written how-to for adding a product, changing a price and checking an order.

Not included, so neither of us is surprised later: a second product, hats or hoodies, fulfilment, customer service, marketing, or custom neck labels and hang tags — those last ones need minimum order quantities, which means holding stock.