From GoDaddy to Glowing: How We Built Strong Esthetics a Custom Shopify Experience
Before
After
ButtonDana Armstrong is a solo esthetician based in the south suburbs of Chicago and like a lot of talented service providers, she knew her online presence wasn't doing her justice. She had a GoDaddy site she'd cobbled together herself, a growing product line she was ready to sell, and a vision for where her brand was headed. She just needed someone to help her get there.
The Challenge
When Dana came to us, she was clear about her priorities. She wasn't just looking for a prettier website. She wanted a real eCommerce operation. She had over 120 products ready to sell, a loyal client base, and plans to expand. What she didn't have was the time, technical knowledge, or design background to build the kind of online shop her brand deserved.
Her pain points were ones we hear often: she knew what she wanted but didn't know how to execute it, she'd tried the DIY route and wasn't happy with the result, and her product shop was only in person, missing out on a huge opportunity to bring in more sales.
The Approach
We kicked off in March 2025 and
launched May 1, a two-month build that covered a lot of ground.
First, we moved her off GoDaddy and onto Shopify, setting her up with a platform that could actually grow with her. Then we got to work on the full build.
On the design side, we created a fully custom site with bespoke UX across six core pages: Home, About, Services, an Acne Program page, Shop, Single Product Page, an Ingredient Checker, and Contact. These weren't templates with her colors swapped in. Every page was designed
intentionally to reflect her brand and guide her clients through the experience.
On the ecommerce side, we set up her store from the ground up. All 120+ products were uploaded with photos, descriptions, weights, and variants. We built out her collections, configured sales tax and shipping, set up local free pickup, and created a password-protected collection for client-only products containing active ingredients. A thoughtful touch for a business where product education and client safety matter!
We also handled the details that make a store feel polished and professional: branded customer notifications, abandoned cart flows, a launch discount, a free shipping threshold, and a fully customized cart and checkout experience.
Copy and SEO were part of the picture too. We researched local keywords for her area and wove them into the site copy, collaborating with Dana and her SEO partner to develop meta titles and descriptions that set her up for long-term discoverability.
The Results
The site
launched May 1, 2025 and Dana's store came out of the gate strong, generating $1,000+ within the first 24 hours of going live and had over 1,000 sessions in her first month.
Since launching a year ago, Dana's store has:
- Maintained a 3-4% conversion rate (the industry standard is 1-2%)
- Brought in over 350+ orders
- Increased sessions 1000%
Dana has something she didn't have before: a digital presence she is genuinely proud of and an ecommerce foundation built to support her business.
What DANA Had To Say About Working With Us:
"I had the best experience working with Dope Magic Co. I'm a pretty staunch DIY'er, but I knew my online presence was lacking. I also really wanted a slick e-commerce experience.
I got both and then some!
I loved how receptive Joelle and her team were about all my suggestions, preferences, and also were great about feedback and making as many edits as I needed. I mostly worked with Hannah on the build and she was a dream.
The price was very equal in value to what I was promised and received.
Overall very pleased and proud of myself for making
a great investment
in my solo esthetician business."
Your Business Deserves More Than a DIY Website
You've put in the work to build your expertise. Your online presence should reflect that. From custom Shopify builds to branded eCommerce experiences, we help salon owners show up online the way they deserve to.
We're currently accepting new clients, let's see if we're a good fit!
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.
