I went to esthetician school. Ask me anything except to do your brows.
After college, I enrolled in esthetician school.
I loved learning how skin works, why treatments happen in a certain order, and what separates a good service from a great one. I wasn’t good at the doing, and I knew it. I dropped out, which was the right decision for me and probably for everyone else’s eyebrows.
But esthetician school taught me how much knowledge sits behind a service a client experiences as 45 relaxing minutes, and how much of that expertise gets reduced online to a name, a sentence, and a price.
Building websites gave me a different way to be useful in an industry I still love. I know what clients need to hear, why prep and aftercare matter, and how to turn all of it into a website that feels warm instead of overwhelming.
45 relaxing minutes, and years of knowing why.
dropped out, still obsessed- Prep
- what she should do before she arrives
- Order
- which service comes first, and why
- Aftercare
- the part that protects the result
The pattern
what gets lost onlineThe prep
The result depends on what she does before she arrives. If your website doesn’t explain it, she prepares wrong, the result suffers, and she blames the service.
First-timers
Will it hurt? What should she wear? Is it strange she’s never done this? A menu and a booking button don’t answer the questions she’s slightly embarrassed to ask.
Rebooking
Waxing works on a cycle and tans have a lifespan. When the website explains the rhythm, a membership feels like a plan instead of an upsell.
The deadline
Some clients work backward from a wedding or a vacation. A clear timeline beats a nervous DM three days before she leaves.
The service people drive across town for is buried in a caption. Clear pages and local SEO help her find you before the franchise down the street does.
Groomed Goose · Digital Presence Audit + Implementation Package
The Groomed Goose had a perfect 5.0 across 119 Google reviews, another 145 five-star reviews on Fresha, and genuinely fun branding: a memorable voice, a warm studio, and yes, a goose. The internet just couldn’t tell what the goose did. No page used “waxing” in a headline, and the whole menu hid behind the Fresha link.
The audit brought services, pricing, and reviews onto the website and got Google, Fresha, and Instagram describing the same business. The Implementation Package supplied the words: the titles, descriptions, and service copy, written and ready to paste.
“She genuinely liked my branding, saw the vision, and wanted to help bring it to life. After we met, she had my site done so quickly, and I couldn’t be happier with it.”
Samantha Nelson, The Groomed Goose
Samantha had already built the hard part.
Start where it makes sense
- 01Ten prioritized fixes for the site you already have.$395
Website Checkup
5 days - 02The full diagnosis: website, search, Google profile, and booking, plus the Implementation Package: every fix written out, ready to paste.From $950
Digital Presence Audit
7–10 days - 03The done-for-you option: your audit findings, implemented by the person who wrote them.From $1,750
Website Implementation
2–3 weeks - 04A complete website for a business that has outgrown Instagram and a booking page.From $3,500
Strategic Website
4–6 weeks - 05The other half of your presence: what to post, why, and a six-week plan built around a full book.From $750
Social Media Strategy Audit
1–2 weeks
Book Website Implementation within 30 days of your Digital Presence Audit and the full $950 audit fee will be credited toward the project.
Beauty studio websites, before and after
Estheticians and beauty studios with real followings and full books. The website just hadn’t caught up to the work. Here is what that looks like fixed. More pairs, including a bridal stylist’s move from a booking page to a real website, are on the before and after page.
Frequently asked questions
Do you work with solo estheticians or larger studios?
Both. I work with solo estheticians building their own books, single-service waxing and tanning studios, and multi-service studios with a team. The website is built around the way your business actually runs.
My clients come from Instagram and referrals. Why do I need a website?
That’s exactly where a website earns its keep. When a happy client sends your name to a friend, that friend goes looking. If she finds a booking menu and an Instagram grid, she has to piece the business together herself. Your website gives the referral you already earned somewhere to go. It helps that new client understand the services, trust the studio, and feel ready to book.
Can I keep my current booking system?
Yes. I can connect your website to platforms such as GlossGenius, Vagaro, Booksy, Fresha, Mangomint, and Square Appointments. Your website helps clients understand what to book and how to arrive prepared. Your booking platform handles the appointment.
What should an esthetician website include?
Your website should clearly explain your services, who they’re for, pricing or starting rates, preparation and aftercare, what a first appointment is like, who you are, and how to book. If you’re known for something specific, it should have its own page so people searching for it can find you.
What does it cost?
The Website Checkup is $395. The Digital Presence Audit starts at $950. Website Implementation starts at $1,750. The Strategic Website starts at $3,500. The Social Media Strategy Audit starts at $750. Each service solves a different problem. You don’t need to purchase them in order, and an audit isn’t required before starting a website project.
The care starts before the appointment.
It starts with an answer that makes someone feel less nervous, prep instructions that help her get a better result, and a service page that doesn’t make her feel silly for being new. If she would feel comfortable once she met you, your website should start that experience sooner. I read every inquiry myself and respond within two business days.
Talk about your studio’s website