Bespoke Beauty, a Tucson-based medical spa, underwent a complete rebrand and digital transformation. This included changing the business name and domain, migrating the team to new Google Workspaces, rebuilding the website, and transitioning from an underutilized CRM to Boulevard with fully integrated online booking for the first time. At the same time, the business introduced memberships, expanded services and packages, explored loyalty programs like the Black Card, and began planning for future product launches and e-commerce.
Domain & Workspace Migration: Managed the domain change, migrated the team into Google Workspace, and set up 301 redirects and listings updates to preserve SEO.
Website Rebuild: Rebuilt the site outside Wix, eliminating code bloat, improving speed, and creating a scalable SEO foundation. Redesigned visuals to reflect the modern wellness-forward brand.
CRM Migration & Online Booking Launch: Migrated away from the old unused CRM and implemented Boulevard, enabling online booking for the first time. Migrated data, trained staff, and introduced a smooth client-facing booking flow.
Messaging Evolution: Incorporated Kelley’s evolving voice into website copy, newsletters, and marketing assets, ensuring the shift to Inner & Outer Beauty was consistent across touchpoints.
Creative Assets: Designed branded trifolds, newsletters, and campaign templates for consistency across print and digital.
Service & Package Expansion: Added and structured multiple new services, packages, and memberships, making offerings clearer and easier to book.
Local SEO / GMB Buildout: Optimized the Google Business Profile with expanded services, event posts, and promotions. Improved keyword targeting and review strategy for stronger rankings.
Future Growth Prep: Built the site framework to accommodate future e-commerce (for a possible product line) and loyalty programs like the Black Card, ensuring scalability without a full rebuild.
Successfully transitioned Bespoke Beauty’s name, domain, and Workspaces with minimal SEO disruption.
Delivered a modern, faster website with online booking integrated for the first time.
Migrated from an outdated, unused CRM to Boulevard, improving staff adoption and client experience.
Rolled out memberships, added new services and packages, and structured offerings for better visibility online.
Enhanced GMB presence, boosting visibility in Tucson’s competitive local 3-pack searches.
We continue to act as Bespoke Beauty’s fractional CMO, guiding the ongoing rebrand and expansion. As Kelley introduces new services, memberships, and loyalty programs (such as the Black Card), we adapt the website and marketing assets in real time. Looking ahead, we are preparing for SEO growth campaigns, ad launches, and e-commerce integration — ensuring the digital infrastructure grows in lockstep with the business.
The old CRM (AestheticsPro) was never adopted because staff found it difficult to use. It forced clients off the website to book through a clunky, six-page form, had no analytics or tracking integrations, and couldn’t sync with Google Calendar or marketing tools. Migrating to Boulevard gave Bespoke Beauty online booking for the first time, streamlined workflows, and made it easier for both staff and clients.
We used 301 redirects, updated citations across the web, and rebuilt the site with optimized structure and content. This minimized ranking losses while moving to a new name and domain.
Wix had become bloated and restrictive, limiting speed, SEO competitiveness, and design flexibility. Rebuilding gave Bespoke Beauty a faster, scalable foundation for ongoing updates, new services, and future e-commerce.
For the first time, clients could book directly on the website in just a few clicks. This improved convenience, reduced staff workload, and matched the expectations of modern med spa clients.
The website and digital presence are intentionally built to evolve. We designed a flexible framework so new services, packages, memberships, or loyalty programs like the Black Card can be added seamlessly without hurting performance or SEO.
Bespoke Beauty – Rebranding, Website Rebuild & Digital Transformation
Website Design & Development, CRM & Online Booking Integration, Local SEO & Google Business Profile, Marketing Strategy
Kelley M. – Aesthetic Boutique Owner
July–October 2024 (Ongoing Partnership)
4 months (and ongoing partnership)
Our team will answer all your questions. we ensure a quick response.
Websites. SEO. Visibility. Results.
Copyright © 2025 All Rights Reserved.
