Elizabeth M is a skincare clinic based in Edinburgh that asked us to develop a new website. The previous site they had was tired, didn’t reflect the brand accurately and wasn’t getting any leads for the business.
Though we discussed the scope of the website and what should be included, we also made it clear that ongoing SEO should be an integral part of the site development post-launch to generate the desired amount of leads, but nevertheless, the foundational SEO structure we build into the site upon creation should set it up for success.
We also suggested that based upon the nature of the business, there was scope to generate leads through an email nurturing campaign. This would be designed as an automated sequence of emails to be sent to the subscriber after they had opted in which is designed to provide tips and tricks about how to look after your skin between appointments. This would position the client as the expert and authority with her subscribers and offer an opportunity to control the narrative and ensure her message was delivered.
Build an attractive website that accurately reflects the values of the brand which includes all key messaging of the client as an expert in the locality for facials and skincare.
To incorporate the ability to add to and edit areas of the website without the need to have specialist knowledge to do so and without breaking the design of the site, specifically blog posts and treatments.
The site was to include a way for clients to make appointments through a simple email system which the client could easily understand but have enough detail to communicate with the client to arrange specifics but within GDPR parameters.
To help generate and nurture leads and new automated email sequence was requested so that interested parties could subscribe and an automated email sequence was then delivered with tips on skincare and facials direct to the subscriber’s inbox.
Incorporate a solid SEO infrastructure so that any SEO carried out on the site at a later date would be optimised and as effective as possible.