CLIENT WEBSITE REDESIGN
Ivy Lane Aesthetics
A clearer path from services to booking.
I redesigned and built the clinic’s Squarespace site, turning 20+ treatments into four clearer service paths and bringing booking closer to each decision.
LIVE SINCE 2023
Still in daily use
HIRED AGAIN IN 2026
Wellness expansion
PROJECT TYPE
Website redesign + expansion
ROLE
Strategy · UX/UI · Copy · Build
PLATFORM
Squarespace
TIMELINE
2023 · Expanded 2026
OVERVIEW
Booking, simplified.
Strategy, copy, design, and build for a clearer Squarespace site.
CORE DESIGN MOVE
treatments → service paths
REPEAT CLIENT
Hired again
2026 expansion
The Challenge
01
Booking was buried
Booking appeared only after visitors had already scrolled through the full page.
02
Services lacked hierarchy
More than 20 treatments competed at the same level, giving first-time visitors no obvious starting point.
03
Mobile was hard to scan
Long sections and weak hierarchy made mobile comparison slower than it needed to be.
ORIGINAL SITE
The original site
ARCHIVED WEBSITE SCREENS
Used to audit navigation, hierarchy, CTA placement, and mobile layout.
AUDIT FOCUS
What I reviewed
Three issues guided the redesign:
- • CTA visibility
- • Service hierarchy
- • Mobile scan path
Service Architecture
I grouped treatments by client goal—not internal service type—so first-time visitors had four clearer ways in.
BEFORE
• Botox + Dysport
• Juvéderm + Restylane
• Sculptra
• DiamondGlow
• Microneedling + Exosomes
• + BHRT + Medical Weight Loss
Treatments presented with equal weight
AFTER
• Beauty
Botox + Dysport + Fillers + Sculptra
• Skin Health
DiamondGlow + Microneedling
• Hormone Replacement
BHRT
• Weight Loss
Medical weight loss
Four clear service paths
MAPPING LOGIC
How treatments mapped to each path.
The old list was reorganized into the new navigation.
Botox + Dysport
Fillers + Sculptra
DiamondGlow
Microneedling
BHRT
Medical weight loss
DESIGN DECISION
Four clear service paths
The service menu became a scannable mobile gateway that connected visitors to consistent detail pages.
MOBILE SERVICE ENTRY · FOUR CLIENT-FIRST PATHS
Visual Direction
I kept the recognizable green palette, but reduced its visual weight so hierarchy, services, and booking could lead.
Cream Green
Muted Sage
Deep Green
Ink
White
Fraunces
Display + headings
Josefin Sans
Body, labels, UI
UI STYLING NOTES
- • White space separates choices instead of decorating them
- • One primary CTA clarifies the next step
- • Restrained imagery keeps clinical information approachable
Mobile-First Design
I treated mobile as the primary decision path: fewer choices per view, shorter sections, and booking within easy reach.
Shop · Award-Winning Products
Membership Pricing
Contact + Consultation Booking
Team + Treatment Menu
MOBILE EXPERIENCE IN MOTION · IVY LANE AESTHETICS
Key Screens
01
Homepage + Brand
CLEAR ENTRY POINT
The homepage establishes trust quickly, then gives booking and services equal visibility above the fold.
02
Service Overview
SERVICE HIERARCHY
Four client-goal paths replace a flat treatment list so visitors choose a direction before comparing details.
03
Treatment Detail
REPEATABLE PAGE SYSTEM
One repeatable treatment template keeps benefits, expectations, FAQs, and booking in the same predictable order.
04
Contact + Booking
DECISION SUPPORT
Booking stays near treatment information so visitors do not have to restart the journey when they are ready.
CORE EXPERIENCE · HOME · SERVICES · TREATMENT · CONTACT + BOOKING
FULL SITE IN MOTION · IVY LANE AESTHETICS
Client Constraints
01
Built in Squarespace
Squarespace kept the site maintainable for the client without custom-code dependence.
02
Worked with real content
Existing photography and content stayed; hierarchy had to improve without a full reshoot.
03
Repeatable modules
Reusable page patterns let new services slot into the site without redesigning the information structure.
REAL-WORLD HANDOFF · FLEXIBLE SQUARESPACE SYSTEM
Outcomes
The redesigned site stayed in daily use, and Ivy Lane hired me again in 2026 to expand the system for Wellness.
I love it. It’s so fresh, and everything is easy to see and read.
CLIENT · IVY LANE AESTHETICS
2023
Redesign launched and remains in daily use.
2026
Invited back to add Wellness services.
20+ to 4
Treatments reorganized into four clearer paths.
LIVE SITE · MOBILE EXPERIENCE + 2026 WELLNESS EXPANSION
Reflection
01
Voice matters.
The strongest copy sounded like the clinic: calm, direct, and specific enough to build trust.
02
Content is design.
Service naming and order solved comprehension before visual styling had to do the work.
03
Design for handoff.
Designing for client ownership made the 2026 expansion possible without rebuilding the system.
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