From One Page Storefront to a Five Figure Launch: Inside the Skin Gal Studio Shopify Redesign
Anna had full books. She had loyal clients. She had products her people loved and a Shopify store she'd thrown together herself when she didn't have time to do it right.
Sound familiar?
A lot of our clients come to us in this exact position. The services side of the business is thriving, but the online retail side is an afterthought. A clunky storefront sitting in the background, technically functional, quietly leaving money on the table.
That's what we came in to fix.
Before
After
ButtonMeet Anna: Solo Esti, Full Books, Big Vision
Anna is the face behind Skin Gal Studio, a one woman skincare studio in Overland Park, Kansas (just outside Kansas City). She's been a licensed esthetician for 6+ years and she has built something really special: a reputation for results driven, approachable skincare that doesn't take itself too seriously. She's been voted Best Facial Spa in Overland Park three years running (2023, 2024, and 2025) and is a 2025 Face Reality Acne Expert of the Year finalist.
When Anna reached out to Dope Magic Co, here's what she said:
"I have been a esthetician for four years, and solo now for 1.5 years! I have full books and am looking to make the most out of my Shopify shopping experience. I created it myself super quickly, so it's a bit clunky, but all of my products are listed! Is that something that you can help me with?"
Yes, Anna. That is absolutely something we can help with!
What We Built
We did a full Shopify website build. Not a template refresh, a complete build. Here's what that looked like:
Pages built from scratch:
- Home page
- About page
- Services page
- Custom shop
- Ingredient Checker (a custom tool for acne safe product education, very on brand for an acne specialist)
- Virtual Consultation page
- Contact page
E-commerce setup:
- Facebook and Instagram Meta integration so Anna can sell directly through Stories and social posts
- Subscription setup for her supplement products (recurring revenue, hello)
- A rewards program where clients earn points on purchases, keeping them coming back and buying more!
SEO:
- Full SEO report
- Optimized meta titles, meta descriptions, and page headings across the site
- The goal wasn't just to make it pretty (though it is). The goal was to build a site that could actually sell! One where a client landing on the page for the first time understood immediately who Anna was, why she was the expert, and exactly what to buy.
The Results
Let's talk about what happened.
Before the Redesign (January – September 2024)
For nine months, Anna's DIY Shopify storefront was doing okay, not bad for something she built herself in a hurry. But "okay" wasn't the goal. She had a loyal client base, a strong product selection, and a reputation that had already won her Best Facial Spa in Overland Park two years running. Her store wasn't keeping up with the business she'd built.
First 30 Days After Launch (October 31 – November 30, 2024)
We launched on Halloween 2024. The first 30 days told us everything we needed to know.
Compared to her pre-launch monthly average, the new site delivered:
- +216% increase in monthly orders
- +356% increase in monthly sessions
- +44% increase in average order value
And the sales? A five-figure launch month, in 30 days, on a brand new site.
The sessions jump is worth pointing out. More people were finding her. But what really mattered was what happened when they arrived: they spent significantly more per order than they ever had on the old site. The new store wasn't just prettier, it was built to sell, and clients responded.
Full Year 2025
Then 2025 happened, and it wasn't a fluke. Check out her 6 months post launch results here.
The growth that showed up in the first 30 days compounded across the entire year. By every measure, orders, revenue, sessions, 2025 looked nothing like the nine months before the redesign. Anna went from a solo esti with a side storefront to a solo esti running a legitimate e-commerce operation alongside her fully booked service business.
That's the whole point.
2026 Year-to-Date
Three months into 2026, the site keeps getting stronger. Compared to her 2025 monthly average:
- +30% increase in monthly orders
- +18% increase in conversion rate
That last one matters most. A rising conversion rate means the site is getting more efficient over time, more of the people who land on it are buying. That's what a well built site does: it keeps working.
What Actually Moved the Needle
A pretty website doesn't automatically make sales. Here's what we think actually drove these results:
Anna. Anna has built a reputation over the years as being approachable, kind, and excellent at her job. Her clients trust her and when she recommends products, they listen! Anna also really promoted the website launch for weeks before the big day and it paid off. When you have a loyal client base, it changes everything.
A shop that was built to sell. The original DIY store had products listed. The new store has a custom shop built around the way Anna's clients actually shop, by brand, by price, by category. Easier to navigate means easier to buy.
The Ingredient Checker. This is a small thing with big impact. An acne specialist's clients are obsessed with ingredient safety. Building a tool for that positions Anna as the expert resource. Not just a place to buy products, but the place to learn what to buy and why.
Social commerce. The Meta integration means Anna can sell directly through Instagram Stories which, for a solo esti with an engaged following, is a massive unlock.
Subscriptions. Getting clients on auto-ship for supplements turns one-time buyers into recurring revenue.
Rewards. Points on purchases give clients a reason to come back to the site instead of buying from Amazon or somewhere else. It builds loyalty and increases lifetime value.
SEO groundwork. The meta work we did gives the site a foundation to grow organically over time. Anna's not paying for traffic, she's earning it.
In Anna's Own Words
"I am beyond thrilled that I found Dope Magic and that they were able to bring my website to life!!! They kept every single deadline, made everything seemless for me as a busy business owner, and went above and beyond to make my website showcase my brand and personality. I can't recommend them enough if you are an Esthetician looking to grow your online retail sales, they are the best in the business!"
— Anna, Skin Gal Studio
The Take Away
Anna already had the talent, the reputation, and the client base. What she needed was a website that could work as hard as she does. If you're a solo esthetician with a clunky DIY store and a drawer full of products your clients would buy if they just knew where to look, this is what's possible.
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.
