From a Generic Wix Site to a Custom Platform That Books Clients and Runs Her Business.
Leslie Spicer is Georgetown's top Fascia Stretch Specialist, but her old website didn't reflect that. We rebuilt everything: a client-attracting public site with online booking, a blog, and automated follow-ups — plus behind-the-scenes tools like digital intake forms and client management.
Leslie's Wix site had served her well as she built her practice, but her business had outgrown it. The homepage led with her credentials instead of speaking to what clients actually need. Service pages listed techniques without explaining the outcomes. There was no online booking — prospective clients had to call or email to schedule. Intake forms were paper-based, follow-ups were manual, and the site had almost no SEO foundation, making it nearly invisible on Google. For a practitioner whose work speaks for itself, the website wasn't doing the same.
We built a custom platform that works as both a marketing engine and a business operations tool. The public site features client-centered messaging, service pages that speak to real pain points, a blog, and integrated online booking. Behind the scenes: digital intake forms, a client database, automated emails for new bookings, and a full admin console — all designed so Leslie can focus on her clients, not her tech.
Before & After: The Numbers Speak
We ran the old website through our 5-dimension audit before rebuilding. Here's where it stood — and what the new site delivers.
Old Website
out of 100 (B)
New Website
out of 100 (A+)
First Impression
'Move Freely. Perform Better. Live Fully.' — the new headline speaks directly to what visitors want. Bold hero imagery, fast load times, and a clear booking button above the fold. The design feels athletic and professional — a +30 point jump from the old Wix template.
Trust & Credibility
Leslie's credentials and certifications are now front and center. Real client testimonials appear on service pages, and brand partner logos add third-party validation. The About page tells Leslie's personal story — building authentic connection before a visitor ever picks up the phone.
Clarity & Copywriting
Every page now speaks to the visitor, not about Leslie. 'Who Is FST For?' sections help people self-select (athletes, office workers, seniors). The copy focuses on outcomes — how you'll feel, not technical details. A +21 point jump from the old copy.
Call-to-Action & Conversion
'Book a Free Consultation' appears on every page. The booking page shows services with clear pricing and real-time availability. A free stretching video lead magnet captures visitors who aren't ready to book yet, triggering a branded nurture sequence. Clients receive automated booking reminders via email and text — every touchpoint is covered.
SEO & AI Search Readiness
The biggest improvement — a +43 point jump. The site is now fully optimized for Google and local search: structured data tells search engines exactly what Leslie offers and where, the blog builds authority over time, and 22 automated tests ensure nothing breaks as the site grows.
Why We Made the Decisions We Did
Every design choice has a reason. Here's the strategic thinking behind the build.
Athletic Editorial Design
A magazine-inspired look with bold headings, clean body text, and elegant accents. Alternating sections with scroll animations create visual rhythm that keeps visitors engaged.
Online Booking
Visitors pick a service, see pricing, and book directly from the site with real-time availability. First-time clients automatically receive intake forms — no manual follow-up needed.
Digital Intake Forms
Mobile-friendly forms collect health history, emergency contacts, and problem areas with an interactive body diagram. Clients sign digitally, and Leslie gets a professional PDF before the appointment.
Blog with AI Summaries
Leslie can write and schedule blog posts with a simple editor. AI generates summaries in her voice and handles the SEO details, positioning her as a thought leader in her field.
Automated Email Workflows
A free stretching video triggers a branded nurture sequence. Bookings and contact forms notify Leslie instantly, and clients get automated reminders via email and text.
Built-In SEO
The site tells Google exactly what Leslie offers, where she's located, and why she's the expert. Automated tests ensure search performance stays strong as the site grows.
"[Testimonial coming soon — Leslie will provide her testimonial shortly.]"
Leslie Spicer
Level 4 & Sport Fascia Stretch Specialist, Balanced Bodies Studio
Want Results Like These for Your Business?
Start with a free homepage audit to see exactly where your website stands — then let's build something that actually converts.