Client: Skn by GRL - Esthetician in Long Island, NY

Date: July-August 2023

My role: web design, Webflow development, no-code Instagram integration, AI-assisted copy writing

Tools used: Figma, Webflow, Zapier, ChatGPT

The Challenge

Skn by GRL is an esthetician business newly founded by Genevieve Lowry. She works out of an existing studio, and uses their booking service, but needs to make it clear to customers that she is a separate entity with her own specialities. Her potential customers need to feel confident in the beneficial results they will get from her services. She does most of her marketing and customer communication through Instagram, and does not want to put a lot of time into maintaining a complicated website in the future.

The Solution

A clean and straightforward website focusing on results through before and after photos and client testimonials. The website creates a searchable online presence for Skn by GRL, increasing customers’ perception of its legitimacy. A list of Skn by GRL’s services is built with Webflow’s content management system, making future edits incredibly quick and easy, and an Instagram feed is automatically updated with any new post - no extra steps required on Genevieve’s part. The website seamlessly directs potential clients to a booking portal. Importantly, it also puts a strong focus on connecting with Skn by GRL on Instagram, since Genevieve uses this this visual platform for so much of her business.

Website goal

• Create a searchable online presence with contact information

• Show benefits of using Skn by GRL’s services with before and afters photos and clients testimonials

• Direct potential clients to studio’s booking site

• Require little to no maintenance work

Target audience

People (mostly women) near Huntington, NY who want to look and feel beautiful.

Branding

The site needed to modern and on-trend for the wellness industry, communicating that Skn by GRL keeps up with the latest in an always evolving field. Skn by GRL’s clients want to look and feel beautiful, fresh, and calm - the site needed to match these feelings with clean, minimal, and gently beautiful style. It also needed to work well with the “boho” feel of the physical studio space. We achieved this feeling with a clean but natural palette, using the existing logo and brand colors in addition to other browns and sage greens. The web pages are structured with plenty of breathing room, smooth and gentle animated elements, and no unnecessary clutter.

Outcomes

The new Skn by GRL website is now a useful point of contact for potential new clients. Soon after launch, Skn by GRL saw an uptick in new client bookings and messages, which Genevieve attributes to the sense of legitimacy and trust that the site lends her business.

Site upkeep is kept minimal with automatic, no-code Instagram integration. Any time Genevieve posts a new Instagram photo, it automatically appears on the website, without any further maintenance work on her end.

Want to work together? Reach out at jessiekatzdesign@gmail.com or message me here on Dribbble to talk about how I can help you with your web design, Webflow development, and product design(UI/UX) needs.