Website for aesthetician - by me Clinic -
From A-Z: structure, graphics, image choice and editing, copy
Situation:
Beauty procedures? Not my expertise.
After lots of google-ing I found out that there are only boring websites for clinics and aestheticians using blue and grey and too much text.
Our lovely doctor is full of life and her way of living and doing things is very colorful.
We met at a music festival and there we started talking about her business:
a beauty clinic with a very popular instagram page
She didn't have a website and was considering one, but was very busy.
Approach:
I researched what she did on her instagram, watched her daily stories to find out more about the procedures, the clients, the way she interacts with them.
I came up with a bold proposition:
updating the logo,
using fresh colors: 3 main pastels, 1 accent inspired by her statement fuchsia gloves
line art
friendly copy for medical explanations.
She loved it!
Problems:
She is working both in Romania and Sweden, has two cabinets.
The website has to appeal to different clients with different cultural backgrounds.
The procedures are for both female and males, feature male figures and clarify the benefits and state it as a trend.
Not much time between appointments and travelling.
No clear structure of what was needed, not much text.
Bi-lingual website needed: in English and Romanian.
Solutions:
A website that works as her business card and translates her personality as a doctor and person - this way it is appealing to both of her clientele, with video of presentation.
Pages for explaining the procedures with benefits and effect
special pages for treated areas - lips and skin- for those who don't know what procedures are available
FAQ sections for each page, responding to the questions she gets from her clients on Instagram
Design elements
Highlight the areas she works on through line art - cause everybody is different - refused to use a picture that people can't identify with.
Creating bubble elements to help the copy - short sentences, used a lot of bullet points
Using stock photos for different age groups and racial representation, adding hand-made
graphics to accentuate the zones treated.
Live Instagram feed
Blog
Soon: virtual consultation with form and payment
Platform used - Wix - in order to give her the possibility to make her own blog posts.
She wanted a logo with handwriting, so we used it on the website too and found a complementary Sans Serif used in light for paragraphs and regular for titles.
Headers used to clarify the content of the page and inspire the patient.
She has very strict rules about respecting the anatomy - made sure to highlight it.
Procedures page - informative/educational
simple and easy to understand for everyone
categorised under their effects: Enhancing beauty, Healthy Aging, Correcting & Treating
highlights a very big misunderstanding - Botox is not for the lips - used a banner and the accent color
Call to action - Make an appointment
