Luxury Brand and Website Design for MedSpa in South Shore, MA
Services
The Challenge
ALDA Aesthetics is a successful med spa in Hanover, MA and owned by Alyssa D’Arcy. After eight successful years, Alyssa became the sole owner of the practice. Now that ALDA was under new management, she new it was time to refresh the brand, website, and digital marketing.
Our goals were two-fold: to refresh the branding and attract her target audience in the South Shore, while completely overhauling the website. Of importance, the new website was almost a decade old, with outdated coding and software.
Project Details
Phase 01: Brand Design Intensive
With new ownership and management, it was the perfect time for a brand makeover. The teal color palette no longer represented the brand, and the team had already made the switch to dusty mauve scrubs.
We updated their color palette to a neutral-toned color palette, accented with shades of pink, and elegant serif typography for a timeless look that will still look fresh for decades.
By focusing on the tastes of their target audience in the South Shore, an affluent area south of Boston, Massachusetts, we set out on creating a refresh of their branding. It was important we did not stray too far from the logo of their existing signage.
As we wanted to ensure their audience could still recognize the brand, we created several logo variations to help with the transition from one brand name to the next. We also created Canva before-and-after templates to showcase their work on social media, and on the website.
Hover your mouse over the image above to see the home page of the website in its entirety. (Tap if on mobile)
Phase 02: Website Design & Development
Collaborating with OffScript Copywriting and Diamond Hands Media®, the soul of the ALDA website underwent a metamorphosis.
We started with severely outdated coding, off-brand design, and bland copywriting. We ended with compelling videography, and sales-conversion copywriting that led to a reduced in friction in bookings.
With gorgeous brand videography embellishing each page, we designed a website that showcases their passion for medical aesthetics and wellness. Careful attention was made to the customer buying journey in both the copywriting, and web design and development, to ensure a white glove experience.
Our advanced website development ensured the website was organized to please search engines like Google, using custom post types for Services, Promotions, VIP Collections, Events, and Concerns. Search engine optimization (SEO) was baked into each page, vastly improving the existing SEO from the previous website.
Stylized Mega Menus
Due to the volume of services and products, mega menus were implemented for an elevated website experience.
A mega menu of services made it easy to quickly discern the categories of services, as well as provide context clues for clients who are new to the world of aesthetics. Unique styling was applied for desktop, tablet, and mobile devices for the best user experience.
A mega menu of shop items made it easy to quickly discern the categories of products, as well as improved website functionality. Unique styling was applied for desktop, tablet, and mobile devices for the best user experience.
Special Shop Navigation and Mega Menus
To further improve conversion rates, mega menus were implemented to differentiate products from bundles, providing an elevated shopping experience.
E-commerce mega menu as seen on a laptop computer.
E-commerce mega menu as seen on a mobile phone.
Website Accessibility
As with all our web projects, special attention was paid to ensure colors were adjusted between the color of text and the color of backgrounds to satisfy minimum contrast ratios as set by the WCAG 2.0 guidelines, among other elements, such as font size, image alt text descriptions, and more to strive for AA compliance.
Note: Third-party accessibility overlays (ex: Accessibe, Userway, etc.) are NOT replacements for accessible website design and development.
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#ffffff
Contrast ratio:
2.01:1
Before: the original “Blossom” brand hue, without the proper adjustments, would not have passed website accessibility tests as a background for white text.
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#ffffff
Contrast ratio for large/bold text:
4.48:1
After: the pink “Blossom” brand hue, adjusted to a darker shade, now passes website accessibility tests when used as a background for large white text.
#8F6E72
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Contrast ratio for small text:
4.52:1
After: the pink “Blossom” brand hue, adjusted to a darker shade, now passes website accessibility tests when used as a background for small white text.
Phase 03: E-Commerce Design & Development
The biggest undertaking was the e-commerce component of the website. The e-commerce shop need an overhaul due to the outdated hand-coded theme.
The online shop lacked organization, so finding any product required visually scanning through 20 products per page. This led to a poor user experience and lackluster sales.
The new shop now has collections of products, such as cleansers and moisturizers, that make shopping a breeze.
In addition, the dropdown provide other product classifications, such as by skin condition concerns, ensuring every shopper is able to checkout with a full cart of products.
Hover your mouse over the image above to see the e-Commerce shop page of the website in its entirety. (Tap if on mobile)
Results
Before
After
We designed a custom e-Commerce landing page with a different application of the brand colors to the main menu to help distinguish the med spa services from the online shop. The main Shop page has a video of a licensed aesthetician introducing skincare consultations.
The product page template was customized to display relevant information for each product, including skin types, key ingredients, and related products.
Alyssa d’Arcy, FNP-C
founder, ALDA Aesthetics
Worth every penny!
You get what you pay for when you have a company competent in delivering a sophisticated and professional medical aesthetics website. I had no idea what I was missing until working with Mila Design Co.
My main goal was to have a website that represented my new location and my voice as a newly delegated sole owner of the company. My branding is now seamless and flawless and patients have noticed the delicate touches in the consistent colors and designs. I have gotten wonderful feedback on the organization of the website.
I’m in LOVE! My new website is everything I wanted and more. Working with Lisette was easy, fun, professional, and timely.
Why They’re Raving Fans
Branding they’re proud of
Their new branding appropriately attracts aesthetic clients seeking natural-looking results, and also a luxury experience at ALDA Aesthetics, voted the Best Spa in the South Shore.
With a fresh new look, ALDA Aesthetics’ new start under new management finally feels complete, and true to the new and improved ALDA.
A website that reflects their upscale services
The client’s brand videography is front and center at the top of their website’s home page.
On each service page their prospective clients will see brief 30-second videos, shot by Diamond Hands Media®, that provide a glimpse into the luxurious experience that awaits them when they book. Additionally, these videos will help them rise up higher in search results, as search engines favor web pages with video.
From the moment they arrive, to the moment they book, each ALDA website visitor walks away with a white glove experience that they can’t wait to share with others.
An online shop that’s easy to navigate
Before working with us, their online shoppers struggled to find the products they needed because there was no organization of products by categories.
Our biggest priorities—a better layout and product organization—has helped their online shoppers swiftly “add to cart” all their favorite products.
In addition to expanding the products they carry, we have custom layouts prepared for their popular Black Friday Sale, where they slash prices on bundled products and services.
Fresh blog content each month that attracts and converts new clients
Having fresh content on a website is a positive indicator to search engines that there is helpful information available to website visitors.
By adding content that is optimized for search engines, the ALDA website will provide answers to the questions their target audience is seeking online. This in turn helps nurture warm leads until they are ready to book their services.
