Jade Aesthetics

The practice came to me with a logo and nothing else. I developed the entire digital design language around it — jade greens, warm golds, cream backgrounds, and the Dream Avenue serif — to carry the warmth and clinical trust of the physical space onto a screen. The goal was for a visitor to feel the quality of the treatment rooms before reading a single word.

Built in Framer, V1 did exactly 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. No semantic HTML meant screen readers and search engines struggled to parse the content; no structured data, no sitemap control, and minimal indexable copy left Google almost nothing to rank. For a local med spa competing in DuPage County on high-intent searches like “Botox Wheaton IL,” that invisibility had a price measured in bookings.

The content model was the other wall. Jade offers dozens of individual treatments, and each one deserves its own optimized page — its own entry point from search. A visual editor isn’t built for that kind of 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 with no client-side dependency for content. The architecture is SEO-first: 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 — so each procedure gives Google rich, indexable content and gives a nervous first-time patient real answers.

Nothing visual was thrown away in the rebuild — the design language survived 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 baked in. The identity I created on day one now lives in an architecture that keeps it consistent across 30+ pages and whatever the practice adds next.

V2 was built almost entirely with Claude Code. I directed the design decisions, content strategy, and architecture; Claude handled implementation at speed — scaffolding the application, generating the SEO infrastructure, writing schemas, and templating content across 30+ pages. Work that reads like weeks of templating compressed into days, without ceding a single design decision.

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 infrastructure means the site is fast, accessible, and compounding organic traffic over time. Two builds, one vision.