Jade Aesthetics

The practice came to me with a logo and nothing else. I built the whole digital design language around it: jade greens, warm golds, cream backgrounds, and the Dream Avenue serif. The aim was to carry the warmth and clinical trust of the physical space onto a screen, so a visitor could feel the quality of the treatment rooms before reading a word.

V1, built in Framer, did what a launch site should: it gave the brand a polished home, a clear picture of the services and philosophy, and a fast path from zero to live.

Framer was the right tool to launch on and the wrong one to grow on. Without semantic HTML, screen readers and search engines struggled to parse the content; without structured data, sitemap control, or much indexable copy, Google had almost nothing to rank. For a local med spa competing in DuPage County on high-intent searches like “Botox Wheaton IL,” that invisibility cost bookings.

The content model was the other limit. Jade offers dozens of treatments, and each one needs its own optimized page, its own entry point from search. A visual editor isn’t built for that scale. The business needed an architecture where one service means one page, indefinitely.

I rebuilt the site as a Next.js application: App Router, Tailwind CSS, server-side rendering throughout, so every page delivers full HTML. The architecture is SEO-first, with unique metadata on every route, JSON-LD structured data (MedicalBusiness, MedicalProcedure, FAQPage), auto-generated sitemaps, and breadcrumb navigation with schema markup.

The site ships over 30 pages: a content-rich homepage, four service category pages, 16 individual treatment pages, product pages for two skincare lines, team bios, FAQ, financing, blog infrastructure, and contact. Every treatment page follows one template: what it is, who it’s for, what to expect, results and recovery, localized FAQs. Each procedure gives Google rich, indexable content and gives a nervous first-time patient real answers.

The rebuild threw away nothing visual: the design language outlived the platform. What changed is how it’s enforced. Page-level decisions made by hand in Framer became a component system in Next.js: service cards, FAQ accordions, testimonial carousels, and CTA blocks built once and reused everywhere, with consistent spacing and hierarchy built in. The identity I created at the start now lives in an architecture that keeps it consistent across the whole site and whatever the practice adds next.

I built V2 with Claude Code. I designed the component system, the SEO architecture, and the structured-data strategy, and directed the AI through the repetitive implementation. Every design decision, review, and architectural call stayed mine. The 16 treatment-page builds took days instead of weeks.

Jade Aesthetics now has a website built to the same standard as the experience inside the treatment rooms. Every procedure has its own optimized page, its own front door from Google, and the server-rendered architecture is fast, accessible, and built to compound organic traffic.