Skin at 31
A website for a private, one to one skin clinic in Windle, built from Janine's own words and her own brand, and written as her.
The situation
Janine runs Skin at 31, a private skin clinic in Windle, St Helens. Every appointment is with her, one to one, and each treatment is shaped around what she finds on the day. She came to me on the recommendation of an existing client.
Her old website was a single page. It had no prices, no appointment times and no page for any treatment, and the menu it described no longer matched what she was actually offering. The real detail lived on her booking page and in her head, which meant new clients had to ask before they could decide.
A concept before a price
Before we talked about money, I showed Janine a concept of her homepage. That is how I start every project: you see a direction made for your own business, and decide whether you like it, before anything is quoted or paid. How that works is set out under the free website concept.
It meant the first real conversation was about her clinic and her clients, with something on the screen to react to, rather than about a budget for a site neither of us had seen yet.
What I built
Janine brought her own copy and her own brand kit, so the site was built from those. The logo, colours and type are hers, and so are the words. My job was to give them a structure: a page for each treatment and each skin concern, a page on what happens at a first visit, and a clear route to booking from every one of them.
The homepage opens on a full bleed carousel of her own treatment room and her own treatments, so the first thing a visitor sees is the place they would actually be lying down in. Booking goes through Fresha, which already ran her diary.
The site went live on skinat31.co.uk in late October 2026.
Written in her voice
Partway through, Janine asked for the whole site to be written in the first person, as her. So I went back through every page and rewrote it that way.
It suits a one to one clinic. Somebody booking is booking time with Janine herself, and the site now reads like her talking to them: “I look at your skin first, then tailor your treatment and homecare around what I find.”
Before and after
The first screen of the old site, captured on 1 October 2026 while I was researching the concept, and the first screen of the new one, both at desktop width.
What I decided, and why
Her copy and her brand kit, used as they are. Janine knows her clients and how she talks to them better than I ever will. Rewriting her into somebody else's idea of a skin clinic would have lost the thing her clients come back for.
Her own room, full bleed. What sets a one to one clinic apart is the room and the person in it. Photographs of the actual room and actual treatments show that in a way no library image of a stranger's face can.
The first person, because she asked. It was her call, and the right one. A site that says “I” matches what a client gets when they walk in.
Booking left where her diary is. Fresha already ran her appointments, so every booking button goes there. Moving her diary to new software would have been work for her and no help to her clients.
What it delivers
A new client can now see what a first visit involves, what it costs and how long it takes, and book it, without having to message first. Janine's clinic is in St Helens, and how I handle the search side for businesses in the town is set out under local SEO in St Helens.
A recent launch, so these describe what the site was built to do rather than figures measured over time.
“I honestly can’t recommend Danny at Local Web Studio highly enough!
From our very first conversations, Danny took the time to really understand my business, how I work and what I wanted my new website to achieve. I didn’t just want a website that looked lovely, I wanted something that genuinely reflected Skin at 31, my approach and the experience I want my clients to have.
Danny has been absolutely brilliant throughout the whole process. He’s incredibly knowledgeable, patient and thorough, with such an eye for detail. Nothing has ever been too much trouble, and he’s been so accommodating with all my questions, ideas and changes along the way. And he’s been so quick at making updates too!
What has impressed me is how much thought he’s put into everything beyond the design itself, from the client experience and booking journey to Google visibility and all the technical details I wouldn’t even have thought about.
I’ve already had so many lovely compliments about how professional the website looks and, more importantly, how much it reflects my clinic and my values. That means such a lot to me, because it was exactly what I wanted to achieve.
I’m absolutely delighted with my new website and genuinely appreciate the time, care and effort Danny has put into getting everything just right.
If you’re looking for someone who really listens, understands your business, is a genuinely nice guy and takes pride in what they do, I wouldn’t hesitate to recommend him.
Thank you so much, Danny!”
Questions about this project
What did Local Web Studio build for Skin at 31?
A website for a private, one to one skin clinic in Windle, St Helens, built from Janine’s own copy and brand kit and written in her first person voice. It opens on a full bleed carousel of her treatment room and treatments, gives every treatment and skin concern its own page, and went live on skinat31.co.uk in late October 2026.
How did the project start?
Janine came to me on the recommendation of an existing client. Before we talked about price, I showed her a concept of her homepage, so she could judge the direction before anything was quoted or paid.
Why is the site written in the first person?
Janine asked for it. It is a one to one clinic, so anyone booking is booking time with her, and I rewrote every page so the site reads as her talking to them.
Thinking about a website for your business?
Skin at 31 is the sort of small business I build for most: one person, a real skill, and clients who come back because of who they see. If you run something similar in St Helens or anywhere else round here, that is how Local Web Studio works. If yours is a salon, beauty or skin business, websites for salons sets out how I approach builds like this one. Every project starts with a conversation, and if it is a good fit a concept of your homepage, so you can see the quality before you commit.
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