An Organic & Minimalist Website and Online Store for a Skin Care Spa in California
Moonstone Skin & Body Care
Esthetician & Skin Care Spa
Janie Escamilla knew she needed to update her website because her clients were frustrated by how difficult it was to book appointments online. Then, her spa was named the best skin care studio in Marin County, and she couldn't put her site makeover off any longer.
Janie specializes in treatments that appeal to modern women who are looking for healthy anti-aging skin care. They expect to be able to easily schedule appointments online, as well as purchase their favorite skin care products online. Since Janie also uses several advanced technologies, it was important to include a blog that educates clients on the latest skin care techniques and treatments.
Brand Foundation
When Janie opened her spa in 2009, she hired a local artist to create her logo. While the crescent moon paintbrush swoosh remained current, she didn’t have a consistent set of colors or fonts for all the spa’s branded materials. Refreshing the Moonstone Skin & Body Care website provided us with a great opportunity to revisit her branding and ensure she had the brand foundation and toolkit she needed to run her business.
We selected clean, modern typefaces to update her logo and create a consistent font palette for her website and brand. We also took inspiration from the spa’s name and Janie’s specialized training in reiki and healing gemstones to create a color palette that included soft greens, amethyst and rose quartz.
Brand Photography
Janie hired In Her Image Photography to capture the essence of her spa and beautiful portraits for use on her website and social media. To ensure she had a good variety of shots for her site, I helped her develop a shot list to share with her photographer. We focused on getting a good set of portraits, demonstration of facial treatments, skin care product shots and spa client interactions. We also requested a variety of close-up shots and broader shots to add visual interest to Janie’s website and social media feed.
Copywriting & Website Design
After being in business for several years, Janie was confident in her ideal client was: busy women in their 40s and 50s who are looking for holistic skin care solutions to naturally help fight the signs of aging. Yet the content on her old website sounded like so many other esthetician’s sites. I crafted new content for the website that spoke directly to the needs of her clients, emphasizing the organic anti-aging treatments and products Janie offered and distinguishing the spa from other day spas in the community.
With the foundational elements of branding, photography and copywriting in place, we were ready to design the Moonstone Skin & Body Care website. Our key goal for the site was to attract right-fit clients and drive them to book appointments online. We focused on the core pages: home page, about page, services pages and a blog page, as well as a link to Janie’s online scheduling software. By building her new site on Squarespace, we ensured her site worked well across all types of devices including mobile phones.
When Janie had to close the spa in 2020 due to the pandemic, we added an online store using Squarespace Commerce and new virtual service offerings. These additions to her website allowed her to diversify her revenue stream with online product sales, virtual spa parties and online consultations.
