Initial Challenge

intro: Big goals, big moves—let’s set the stage

Maxwell Aesthetics is a modern medspa based in Salem, Oregon, known for delivering personalized, high-end skincare and aesthetic treatments. Founder Laura had already built a strong reputation and loyal client base—but the acquisition of another established esthetic practice marked a major turning point. With the added services, expanded reach, and a much larger audience now under her brand, she recognized the need to elevate every aspect of her client-facing presence.

client overview

Client Overview & Initial Challenges

intro

  • Merge two websites into one seamless, strategic experience
  • Clearly explain the acquisition and preserve client trust
  • Elevate visual and verbal identity for brand consistency
  • Support expanded services and future team growth
  • Deliver copy aligned with tone, positioning, and conversion strategy
  • Guide list segmentation and re-engagement email flows
  • Optimize structure and performance for SEO and mobile use

Specific Needs

Create a conversion-optimized, client-centered website that clarified the business transition, elevated the brand, and built a strategic foundation for continued growth.

primary Goals

Goals & Key Deliverables

Objectives

What she really needed was a brand realignment that would protect client loyalty, reintroduce the business confidently, and position the company for long-term authority in the medspa space. Ruby Works Co.™ approached this as a full-scale strategic shift.

Actual Problem

Laura needed to combine two websites and update outdated content.

Surface-Level Problem

How ruby works co.™ solved the real problem

approach

- laura, maxwell aesthetics

“Ruby Works Co.™ took everything I imagined and turned it into a website that feels like home for my brand—thoughtful, refined, and truly aligned with who we are. I loved seeing the vision come to life in a way that felt elevated and authentic to me. It’s clear, it’s polished, and it finally matches the level of service we offer in person.”

Developed segmented email guidance to support retention during the business shift

Integrated client-sourced photography with high visual contrast and polish

Customized a Showit template far beyond surface-level updates—adjusting layout, page flow, and image strategy to reflect elevated brand values

Refined and enhanced Laura’s voice through strategic editing and feedback

Delivered a 6-page copywriting template optimized for conversion

Conducted a competitor analysis to inform structure and messaging

The Step-By-Step Execution

PROCESS

The new site structure and content strategy support upcoming service launches, team additions, and marketing initiatives. Everything is built to grow with the business.

3. Scalable Foundation for Growth

Strategic copy, segmentation, and messaging workflows allowed Maxwell Aesthetics to retain clients from both brands. There was no confusion or drop-off—only continuity.

2. Seamless Client Retention Through Communication Strategy

The updated website didn’t just look better—it aligned Maxwell Aesthetics’ visual identity with the real-world client experience. The refined tone and layout created instant credibility for new visitors while reinforcing trust with legacy clients.

1. Clear Positioning and Elevated Brand Presence

The wins & why they matter

RESULTS

With a behind-the-scenes email strategy in place, the business communicated the acquisition without disruption—preserving relationships and momentum.

Retention Through Messaging

Laura’s voice was sharpened and structured for impact using Ruby Works Co.™ templates—resulting in content that connects and converts.

Copy Framework That Performs

Every page was optimized to guide both legacy and new clients smoothly through booking and service exploration.

Unified Client Journey

Standout Strategic Wins

GEMS

Maxwell Aesthetics now has the tools, infrastructure, and audience insight to expand offerings, manage The Confidence Collective email newsletter, and continue scaling with clarity. Ruby Works Co.™ remains a strategic partner for ongoing refinement and next-phase marketing.

Future Plans

Maxwell Aesthetics didn’t just acquire another business—they claimed a stronger, more strategic position in their market. With Ruby Works Co.™ leading the strategy, the brand emerged from transition with greater clarity, stronger messaging, and a digital presence ready for growth.

FINAL TAKEAWAYS

Final takeaways & what comes next

CONCLUSION

- laura, maxwell aesthetics

“Working with Erin was one of the best decisions I’ve made for my business. I felt truly seen and supported through every phase, and I couldn’t be happier with the final result. She’s incredibly talented—and an absolute joy to work with. I never once felt overwhelmed or unsure; she created a process that felt seamless, even during a very complex business transition.”

- laura, maxwell aesthetics

“Since launching the new site, we’ve seen a clear uptick in web traffic and client inquiries through the contact form. Clients regularly mention how polished and professional the site looks—and how easy it is to find information and book services. I’m no longer getting as many questions via DM or email, which tells me the site is doing its job. It’s freed up my time and added so much confidence in how we show up online.”

Maxwell Aesthetics replaced an outdated site with one that elevates their brand, clarifies their services, and turns visits into bookings.

If your current site is creating confusion or costing you leads, it’s time for one built to perform.

Ready for a website that reflects the caliber of care you provide?

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