Dr Aesthetica - Transforming Digital Presence

Project Overview

Dr Aesthetica is a renowned cosmetic beauty clinic based in Birmingham, UK, providing a wide array of aesthetic treatments. With rapid business growth and evolving branding needs, Dr Aesthetica sought a complete overhaul of their web presence. The goal: a modern, flexible website that could scale effortlessly, streamline content management, and convert more site visitors into clients. With over 20,000 daily visits, performance, usability, and consistency were paramount.

Client Goals

• Modern, On-Brand Aesthetic:
  Redesign the website to reflect updated brand identity and visual standards.
• Dynamic Content Management:
  Present news, FAQs, and a growing portfolio of treatments in a clear, engaging, and easily manageable format.
• Boosted Engagement:
  Improve the prominence and effectiveness of calls to action and the site’s callback form.
• Future-Proof Structure:
  Establish robust, flexible page layouts to accommodate continued business growth and expansion of services.

Approach & Solutions

1. Ground-Up Rebuild with WordPress & ACF

The project began with a complete rebuild, using WordPress for stability and extensibility. I architected a custom Advanced Custom Fields (ACF) system that empowers the Dr Aesthetica team to:

• Generate Repeatable Sections:
  Easily add, rearrange, or remove content blocks—ensuring all new treatments, news posts, or FAQs appear consistent sitewide.
• Consistent Layouts:
  Maintain a unified look and feel, even as the website expands to cover new procedures or information.

2. Custom Visuals and Brand-Driven Design

• Custom Graphics:
  Developed bespoke graphics to clearly distinguish between service types, treatment areas, and conditions—supporting intuitive navigation and elevating the site’s visual appeal.
• On-Brand Aesthetic:
  Redesigned the entire site to align with the clinic’s new branding, delivering a polished, professional user experience.

3. Scalable Navigation & Growth-Ready Architecture

• Advanced Mega Menu:
  Engineered a robust, future-proof menu system capable of accommodating hundreds of services and informational pages without compromising usability.
• Flexible Page Templates:
  Developed modular layouts for both treatment and condition pages, enabling consistent presentation and rapid expansion.

4. Enhanced Calls to Action & Engagement

• Custom Modal Callback Form:
  Designed and implemented a more attractive, user-friendly callback form, improving lead capture and patient inquiries.
• Prominent CTAs:
  Standardized and strategically placed calls to action throughout the site to drive conversions and bookings.

Ongoing Results & Impact

• Sustained High Traffic:
  The site now consistently attracts over 20,000 visitors per day, with robust performance and excellent user engagement metrics.
• Efficient Content Management:
  The custom ACF system has empowered the Dr Aesthetica team to quickly update, expand, and manage content as the business evolves—without the need for ongoing developer intervention.
• Consistent Brand Presence:
  Every new treatment or information page maintains a unified, professional look, strengthening the clinic’s brand and reputation.
• Long-Term Partnership:
  I have supported, updated, and expanded the Dr Aesthetica website for more than seven years, ensuring ongoing reliability, growth, and adaptation to new digital trends.

Summary

By combining WordPress with a tailored ACF system, I delivered a scalable, future-ready platform that keeps Dr Aesthetica at the forefront of Birmingham’s aesthetic medicine market. The website’s flexible structure, appealing design, and seamless content management have helped power the clinic’s continued expansion and industry leadership.