The website was a design revamp and comprehensive content architecture restructuring that condensed an overly segmented sitemap down into fewer, more focused pages. The previous site was like a maze with too many pages and very little content to justify that number of pages. This was done in an attempt to increase SEO, although the end result of this tactic actually negatively affects a website’s Google ranking and, more importantly, results in a poor user experience.
To maximize SEO benefits and keep with Google’s guidelines in creating optimal content, the our primary focus was to correct the content architecture to provide a user-friendly experience, and reduce the number of clicks needed to access vital data. The site is still encompassing, but without compromising user experience in favor of SEO content overkill.
We also added a comprehensive online shop with custom product images, and expanded product data. With top beauty shops like Sephora and Dermstore providing extensive product info, it’s necessary to do the same with any skincare shop. As such, we provided product copywriting that includes highlighted key ingredients, complete product ingredients, directions for use, recommended skin types, primary benefits, and filtering tags.
As with many of our dermatologist clients, we provided dozens of before-and-after photos from brands such as Restylane, Radiesse, Juvederm, Sculptra, Botox, and Kybella, and dermatologic procedures including Ultherapy, Sciton lasers (Halo, BBL, and hybrid), and TruSculpt.