Baytree Clinic
A Simple, Effective Website Launch
When Gina Cowen first approached me about her new skincare business, Baytree Clinic, she was at a crossroads that many entrepreneurs face. After 25 years in corporate marketing, she'd made the bold decision to retrain in advanced facials and electrotherapy, transforming her passion for skincare into a professional practice. However, like many skilled practitioners, she quickly discovered that being excellent at delivering treatments doesn't automatically translate to having the time or expertise to build a professional website.
Gina had already taken the initiative to start building her website on Squarespace, which showed great foresight. She understood the importance of having an online presence for her new business, especially given her target market in the Cotswolds where clients would likely research treatments online before booking. However, as she threw herself into developing her practice and building her client base, she found herself too busy to give the website the attention it deserved.
The partially completed site needed significant work to properly showcase her expertise in advanced facials and medical-grade skincare treatments. More importantly, it needed to clearly communicate the professional, results-driven approach that differentiated her from typical beauty salons whilst maintaining the personal, caring touch that makes clients feel comfortable and confident.
Rather than starting from scratch, I worked with what Gina had already built. We agreed on a moderate budget that would get her website to a professional standard suitable for launch, with the understanding that we could expand and enhance it as her business grew.
Taking her existing logo and branding elements, I restructured the entire site to make much better use of these assets. The visual identity she'd created was already strong, but it needed to be implemented more consistently and effectively throughout the site. I rebuilt the content architecture to create a logical flow that would work well for both users trying to understand her services and search engines trying to index her site.
The content itself required careful attention. Gina's expertise spans everything from skin tightening and collagen boosting to microneedling and LED light therapy, but this needed to be presented in a way that didn't overwhelm visitors whilst still demonstrating her professional credentials. I restructured the information to create clear pathways for different types of visitors, whether they were completely new to advanced skincare or had specific concerns they wanted to address.
Beyond the visual and content improvements, I implemented basic SEO fundamentals to ensure the site would perform well in local search results. Given that Gina operates in the Cotswolds, serving clients in Elkstone and Brimpsfield, local search visibility was crucial for attracting new clients.
I also optimised the site's technical performance, ensuring fast loading times and excellent display across all devices. This was particularly important given that many potential clients would likely discover the site through mobile searches when researching skincare treatments.
The Results
Gina now has a professional website that properly showcases her expertise and the range of advanced facial treatments she offers. The site clearly communicates her unique positioning as someone who combines holistic techniques with advanced technology and medical-grade skincare products. Visitors can easily understand what sets her apart from other practitioners and feel confident in her professional credentials.
The website performs well technically, loading quickly on all devices and providing a smooth user experience whether someone is browsing on their phone during a commute or researching treatments on their laptop at home. The clear navigation and well-structured content make it easy for potential clients to find the information they need and take the next step, whether that's booking a signature facial or getting in touch for personalised advice.
Future-Proofing
One of the key advantages of the approach we took is that the website is now positioned for growth. As Gina's business develops and her budget allows for additional features or content, the site can easily be expanded. The foundation we've built is solid enough to support future enhancements, whether that's adding online booking functionality, expanding the treatment descriptions, or incorporating client testimonials and before-and-after galleries.
Equally importantly, the site is structured so that Gina can make updates herself when needed, giving her control over keeping information current without always needing to involve me. However, she also has the option to have me handle updates and expansions as her business grows.
The Bigger Picture
Effective web design doesn't always require a massive budget or complete custom development. By working with what Gina had already started and focusing on the fundamentals, we created a professional online presence that serves her business well whilst staying within her startup budget.
The success of this approach lies in understanding that a good website should reflect the quality and professionalism of the business it represents. For Baytree Clinic, that meant creating something that feels as carefully considered and expertly delivered as the facial treatments Gina provides. The website now serves as an effective introduction to her practice, giving potential clients confidence in her expertise whilst making it easy for them to take that important first step of getting in touch.
