Client: Skin by Gabby
Platform: WordPress + WooCommerce
Industry: Beauty / Aesthetics / Skincare
Location: Upland, California (Inland Empire)

The Problem

Gabby isn't just an aesthetician, she's an internationally award-winning Skin Coach, 2025 Best of Inland Empire winner, and a 1st place Skin Games award recipient for acne treatment. Her reputation was already strong. But her digital presence wasn't keeping up with her real-world credibility. She needed a website that could do three things at once: book appointments for her in-studio treatments, sell skincare products online, and market her signature Skin Coaching Program as a standalone premium offer — all while reflecting the elevated, results-driven brand she had spent years building.

What I Built

I designed and developed the full website on WordPress with WooCommerce, focused on appointment conversion, product sales, and coaching program lead generation. Key deliverables included:

• A bold homepage hero leading with her internationally recognized credentials, "2025 Best of Inland Empire" and "International Award Winning Aesthetician", establishing authority before the visitor even scrolls

• 10 individual treatment pages each with dedicated descriptions, expected results, and appointment CTAs covering: PCA Chemical Peels, BioRePeel, Korean Needle-Free Filler Facial, Rejuran PDRN Microneedling, Dermaplaning, Microcurrent Skin Toning, LightStim Light Therapy, High Frequency, Organic Bio-Microneedle Peel, and Body Treatments

• A WooCommerce skincare shop fully integrated into the site, allowing clients to purchase professional-grade skincare products between appointments, creating a passive revenue stream alongside the service income

• An e-gift card system (WooCommerce-powered), enabling clients to purchase and send digital gift cards for birthdays, holidays, and special occasions, driving new client acquisition through word-of-mouth gifting

• A dedicated Skin Coaching Program page built as a standalone conversion funnel, presenting the program's award-winning acne and hyperpigmentation results, transformation gallery, and a clear CTA to join

• An Esthetician Training page targeting licensed aestheticians who want to learn Gabby's exact framework, opening a B2B revenue stream beyond client-facing services

• A testimonials archive pulling verified reviews from Google and Yelp, organized on a dedicated page to serve as a social proof hub for skeptical first-time visitors

• Online appointment booking system integrated directly into the site, removing the friction of phone calls or DMs and allowing clients to book, reschedule, or check availability at any time

• Email newsletter signup embedded in the footer with privacy-forward copy, building a direct marketing list for promotions, new treatment announcements, and seasonal offers

• FAQ and Policies pages built out, reducing pre-appointment questions and setting clear client expectations to minimize no-shows and last-minute cancellations

The Results

• 10 individual treatment pages each indexed by Google, meaning a potential client searching "BioRePeel Upland CA" or "Dermaplaning Inland Empire" can land directly on the relevant treatment page rather than the generic homepage, significantly improving the quality and intent of organic traffic

• WooCommerce shop launched as a passive revenue stream, clients who can't get an appointment immediately can still purchase recommended skincare products, keeping Gabby's revenue active even when her treatment schedule is full

• E-gift card system activated a referral acquisition channel, existing loyal clients can now introduce Skin by Gabby to friends and family through a gifting mechanism, converting word-of-mouth into trackable new bookings without any ad spend

• Skin Coaching Program positioned as a premium standalone offer, with its own dedicated funnel page separate from the main service menu, the program (1st place Skin Games acne treatment award, 3rd place hyperpigmentation) can be marketed independently to clients who want a structured, long-term skin transformation rather than one-off appointments

• Esthetician Training page created as a B2B revenue channel, targeting licensed aestheticians searching for advanced training in Gabby's treatment framework, an audience with higher lifetime value than individual clients

• Online booking integrated site-wide, "Book Appointment" CTAs placed in the navigation, hero section, and footer of every page ensure no visitor has to search for how to take the next step, directly reducing drop-off at the most critical conversion point

• Testimonials page structured as a dedicated trust hub, rather than scattering reviews across pages, consolidating verified Google and Yelp reviews in one place gives undecided visitors a single destination to overcome objections and build confidence before booking

• Mobile-first design across all pages, essential for a beauty brand whose primary audience discovers services through Instagram, browses treatment options on mobile, and books appointments from their phone