From A Booking Link to Full Brand: Ethical Esthetics Gets a Website Worth Talking About
When Molly came to us, she had a lot going for her. A real specialty in acne, a growing client base in Bedford, NH, and a name
Ethical Esthetics that she'd earned through two years of doing things the right way. She didn't have a website and was ready to upgrade her business, her brand, and offer online shopping for her clients.
Step One: A Brand Refresh
Before we touched Shopify, we knew Molly needed a brand upgrade. So we connected her with our branding partner,
Kellie Lynn Media, for our Branding Foundation package.
Kellie helped Molly evolve her logo, elevate her overall aesthetic, and nail down the visual language that would carry through every corner of her site.
The Build: A Full Shopify Store, Built Around Acne
With the brand locked in, we got to work. We built out a complete Shopify website from scratch, nine pages in total, with an intentional focus on acne to support her SEO goals and position Molly as the specialist she already is.
- Home
- About
- Services
- Acne Program
- Shop
- Blog
- Virtual Consult
- Ingredient Checker
- Contact
The acne program page and blog weren't just nice-to-haves, they were strategic. More content about Molly's specialty means stronger SEO, which means the right clients finding her in search. We also built out a custom ingredient checker to help her acne clients navigate shopping for products.
The Store: 125+ Products
Molly wanted to sell products that she actually believes in. We uploaded her full catalog of 125+ items, adding product photos, descriptions, how to use copy, ingredient lists, and skin concern tags for every single one.
Skin concern tags let her clients self sort: sensitive, combination, oily, dry, acne prone, or all skin types. It helps makes shopping feel less overwhelming and more personalized.
We also set her up with eCommerce features to support long term growth:
- Subscribe & save (auto delivery + 10% off)
- Free shipping on orders $150+
- Local pickup option
- Abandoned cart email flows
- Auto populated Instagram feed in footer
- Skin concern tags on all products
Email Marketing: A Welcome Sequence + Monthly Emails, Handled
Building a beautiful site is only half the equation. Staying connected to clients after they leave is the other half. That's why Molly signed on with our email marketing partner,
Sundial Studio, who set up her
welcome email sequence and now handles her monthly sends. This helps Molly stay top of mind for her clients without adding more to her plate.
Meet Molly: The Human Behind Ethical Esthetics
Molly started her career as a high school teacher. Breaking down complex ideas, building trust, and genuinely caring about outcomes are skills she is able to directly apply into the treatment room. After esthetics school, she worked in a Massachusetts spa before opening her own private suite in Bedford in 2022.
Acne became her specialty because it has the most profound impact on a person's confidence and daily life. She pursued Face Reality Level 2 and MBK Acne Specialist certifications to back it up. Outside the suite, she's a mom, a lifelong learner, and someone who shows up with the same warmth for your first visit and your fiftieth.
The name Ethical Esthetics wasn't chosen at random. She built her practice around the belief that honesty and integrity are more than marketing words. Here's what she said about working with us:
"Joelle and her team are wonderful at what they do. There are systems and procedures in place to make the process as easy as possible. There are several check-in points and weekly updates as they're creating behind the scenes. Joelle is also a doll to work with — very relatable and passionate about what she does."
Ready To Go From A Booking Link To A Full Brand?
Whether you're starting from scratch or ready to level up, we'd love to hear about your vision.
Apply to work with us
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