Morrow signature facial
$18560 minutes
Deep cleanse, gentle extraction, hydrating mask. Good for: dullness, dehydration. Downtime: none.
02 / Concept redesign · Med spa · Upper West Side, Manhattan
Morrow Med Spa
A calmer, clearer med spa site with a treatment finder that turns “I don’t know what I need” into a booked consult.
WebsiteOnline bookingLocal SEO & GoogleReview growthReportingFoundation plan
northstardept.com/work/morrow-med-spa/site
The brief
Meet Morrow.
Morrow Med Spa is a fictional med spa we designed to show what Northstar builds. The numbers below are realistic assumptions for a business like it, not real client data.
- Business
- Med spa, 2 providers
- Location
- Upper West Side, Manhattan
- Average visit
- $320
- Visits per client
- ~5 a year
- Old site
- 40+ treatments, one long list
- Plan
- Foundation
What was in the way.
Too many choices
Forty-plus treatments with technical names. Visitors couldn’t tell a peel from a laser, so they left to “research” and never came back.
Clinical, not calming
Stock blue, dense text and pop-ups made a relaxing, trusted service feel like a pharmacy.
Trust signals buried
A board-certified medical director and hundreds of five-star reviews, hidden three clicks deep.
What we'd build.
One connected system, from getting found to getting booked. The website does the heavy lifting here.
Spotlight
Website
A calm redesign with a three-question treatment finder, plain-language menu (good for, time, downtime, from-price) and credentials up front.
Online booking
Free-consult-first booking, so no one has to know the right treatment before they reach out.
Local SEO & Google
Service pages and a Google Business Profile built around what people actually search, like “HydraFacial Upper West Side”.
Review growth
Review requests after each visit, and replies to every review.
Reporting
Tracking finder completions and consults, so we know which recommendations convert.
Spotlight: The redesign
From forty treatments to one clear next step.
Most people land on a med spa site not knowing what they need. We replaced an overwhelming menu with a three-question treatment finder that recommends a starting point, explains it plainly, and books a free consult.
The old site (recreated)
northstardept.com/work/morrow-med-spa/site
Brand & design system
A brand worth remembering.
Every Northstar build starts with an identity that fits the business and its clients, then a design system so every page, post and text message feels like the same place.
Charcoal
#2E2A26 · Type
Stone
#F6F2EC · Background
Sand
#DCD1C4 · Surfaces
Olive
#5E6B4E · Buttons, accents
Aa
Fraunces
Display · headlines and names
Aa
Figtree
Body · menus, booking, details
Made for phones first
Most clients will book from their phone.
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Projected impact
Concept projectionWhat it could mean.
A regular client is worth
$1,600
a year · $320 × 5 visits
2 new regulars a month, because the treatment finder turns undecided visitors into booked consults
$38,400
a year from 24 new regulars after twelve months
Northstar Foundation plan
$199/mo
after a $3,000 launch fee
- · Average visit of $320, about 5 visits a year
- · Two extra consults a month become regular clients
- · No change in pricing or services
An illustrative projection for a fictional business, using the same math as our growth questionnaire. It isn't a result from a real client, and your numbers will differ.
Picture this for your business.
Answer a few quick questions and we'll show you where the biggest opportunity is, and what we'd build first.
Next case study
Sunday Studio
A beauty brand designed to be found and remembered.
Read itConcept imagery: Oleg Rostovtsev, Annika Palmari, Rosa Rafael, Anna Keibalo, kimia kazemi, Aleksandrs Karevs, Birgith Roosipuu, Mayur Roxan, Alexander Mass, Zulfugar Karimov, Paige Cody, Olumide Adekunle via Unsplash.