How Esthetics by Kelsi Went From Manual Invoices to $5k+ in Online Sales in 30 Days
Client: Esthetics by Kelsi in Bel Air, MD
Industry: Acne focused esthetics studio
Services: Shopify design & development, SEO strategy, copywriting, custom features
Launched: June 3, 2026
Website:
estheticsbykelsi.com
Kelsi
has been obsessed with skincare since she was a kid dragging her mom down the face wash aisle. The daughter of two entrepreneurs, she found her calling behind a salon reception desk, went to esthetics school in 2014, and graduated second in her class. In her words, skincare felt like coming home, the puzzle piece she'd always been looking for.
But esthetics school taught her almost nothing about acne.
So she kept learning: first as an educator, then through Face Reality's acne certification which changed everything. Today, she's a Face Reality certified acne specialist with a growing team and clients who stay with her for years.
Her whole philosophy fits in one sentence: acne is a puzzle we can solve.
The Challenge
Behind the scenes, Kelsi's digital presence didn't match the caliber of her work:
- A WordPress site that kept breaking
- A Square link standing in as her "website"
- Manual invoices, sent one by one, every time a client wanted to buy a product
"I have had an online store on my list of what I need to do… for literally three years. I need to prioritize this. But then I start, and it just overwhelms me."
She needed a website that could do three things: grow her acne clientele, make it effortless for existing clients to restock their home care, and actually reflect her whimsical, safe, earthy, and natural brand.
Before
After
ButtonOur Approach
SEO FIRST, ALWAYS
Before designing a single page, we ran a full SEO report for her area. Our findings shaped the entire site strategy. There was almost no competition for acne treatment services around Bel Air so we built a dedicated Acne Program page to own that space. Every page shipped with optimized meta titles and descriptions and keywords targeted to her local market.
A site built around her story
We designed and built a seven page Shopify site: Home, About, Services, Acne Program, Shop, Ingredient Checker, and Contact in her brand palette of greens, warm neutrals, and touches of mustard and terracotta. The copy leans into what makes Kelsi different: results driven, fully customized acne care from someone who genuinely loves the tough cases (along with her European spa facials, dermaplaning, and nanofusion for clients who want to relax).
A shop that serves her clients
Kelsi's store is a resource for the clients she already has and future clients too. Here are the features we added in:
- 115 products, each with full descriptions, ingredient lists, "how it works" details, and multiple photos
- 26 curated collections for easy browsing
- Skin concern tags on every product (dry, sensitive, combination, acne prone, all skin types) so clients can see at a glance if a product is right for them (see for yourself here)
- A custom ingredient checker, so acne clients can verify a product is safe for their skin before they buy
- Subscriptions with 5% off auto-deliveries
- A rewards program that earns points on every purchase
- Free shipping over $150, plus local pickup
- A "Select Your Provider" option at checkout, so Kelsi can track commissions for her growing team
The Results: First 30 Days
- Sessions: 743 (+104%)
- $5k+ in online sales
- 50+ orders
- 5.78% conversion rate
For context: the average eCommerce conversion rate hovers around 2–3%. Kelsi's store converted at nearly double that in its first month. Proof of what happens when a shop is built for a client base that already trusts you.
More importantly, Kelsi went from manually invoicing every product sale to a storefront that works while she's in the treatment room. Her clients can now shop, subscribe, earn rewards, and check ingredients, all in one place.
In Kelsi's Words
"Joelle and her team are absolutely brilliant, I can't recommend her enough. She brought my vision to life and I am eternally grateful!"
Have a puzzle of your own?
If your website has been sitting on your to do list for "literally three years," we get it, and we've got you.
Apply to work with us
Earnings Disclaimer: Dope Magic Co may report earnings and income statements from time to time. These statements are an estimate of what you could possibly earn and should not be considered a guarantee that you will get the same results. There is no guarantee that past earnings can be duplicated in the future. Dope Magic Co cannot guarantee your future results or success. The use of the information, products, and services of Dope Magic Co is based on your own actions and you agree that Dope Magic Co, its advertisers, affiliates, or sponsors are not liable for the success or failure of your business. Read more on our disclaimers.
