Caroline Conrad

The brief

Caroline had an existing Shopify store that looked generic and felt like a shop rather than a clinic. Treatment pages were inconsistent, the booking flow was buried, and the menu pointed at the wrong page. She needed a calm, trust-building site that helped clients find the right treatment, see clear pricing, and book a slot in one or two taps, without the e-commerce noise.

What we did

• A consistent template across 10 treatment pages: eyebrow, title, short description, intro, photo gallery, price-led treatment cards, and a booking call to action
• Timely booking calendar embedded on a dedicated booking page with a clear header and contact cards below
• Rebuilt contact page with tap-to-call, tap-to-email, opening hours, address, and a working contact form
• Rebuilt find-us page with an embedded map, address, by-car and by-public-transport cards, and a What3Words pin
• Home page hero with portrait, intro copy, trust badges, and a single dominant Book Now call to action
• Stripped out unused e-commerce furniture: hidden cart and account icons, products set to draft, deposits collection removed
• Mobile pass across every page: type scale, padding, tap targets, single-column stacking, taller map on phones
• All content in liquid files, so future edits are a single CLI push rather than clicking through 10 admin screens

The numbers

Gallery

What we said no to

• Shopify metafields or section settings for content. All per-page copy lives in the theme code so edits are one CLI push, not 10 admin screens.
• Dawn theme defaults that did not belong: wholesale quick-order lists, generic related-product grids, marketplace-style collection pages. The site reads as a clinic, not a shop.
• Testimonials without testimonials. No placeholder quotes were added. Trust is built through the treatment pages and the booking flow, not invented social proof.

Stack

• Shopify (Online Store 2.0)
• Liquid (Dawn-based theme, heavily customised)
• Shopify CLI for all deploys
• Timely booking system (iframe embed)
• Google Maps embed
• What3Words
• Shopify CDN for images