Face by Demi

The brief

Demi runs an advanced aesthetics practice in Fleet, Hampshire, with a 5.0 rating from more than 250 reviews and a client base built almost entirely on Instagram. There was no website. Everything (the treatment list, the prices, the before-and-afters, the booking) lived inside a platform she does not own and cannot control. The brief was to give the practice somewhere of its own without losing what makes the Instagram presence work.

What we did

• First website for a practice that had operated entirely on Instagram
• Built from scratch in Next.js rather than a template, so the aesthetic matches the work
• Treatment pages covering the specialisms: Russian lips, non-surgical rhinoplasty, anti-wrinkle and skin treatments
• The 5.0 rating from 250-plus reviews surfaced as a real trust signal rather than left on a third-party platform
• Client words given a section of their own, because in aesthetics the proof is the decision
• The Russian Lip Technique Masterclass given its own space, so the training arm sits alongside the clinic rather than competing with it
• The Instagram work still featured, so the platform that built the audience keeps feeding the site rather than being replaced by it

The numbers

What we said no to

• Replacing Instagram. It built the practice and still works. The site gives it somewhere permanent to point.
• A generic clinic template. The visual standard had already been set by the work itself.
• Burying the masterclass under the treatment pages. Training is a separate decision made by a different person.

Common questions

• Does an aesthetics practice need a website if Instagram is already working?

  Instagram is rented land. It built Demi's practice and still works, but the reach, the format and the rules all belong to someone else, and the audience cannot be taken elsewhere. A website is the part you own, and it is where an existing 5.0 rating from 250-plus reviews can actually be shown rather than sitting on a third-party platform.

• What should an aesthetics website include?

  The treatments in plain language, real proof, and the practitioner's own standard of care. For Face by Demi that meant treatment pages for Russian lips, non-surgical rhinoplasty, anti-wrinkle and skin work, the review record surfaced properly, and client words given their own section, because in aesthetics the proof is what makes the decision.

• Can a clinic and a training arm live on the same website?

  Yes, if they are kept distinct. Demi runs a Russian Lip Technique Masterclass alongside the clinic, and the two are separate decisions made by different people. Giving the masterclass its own space means neither audience has to wade through content meant for the other.

• How long does a first website take for a clinic?

  It depends on the treatment list rather than the design. The work is agreeing what is offered, what it is called and what it costs, and once that is settled the build itself moves quickly.

Stack

• Next.js (App Router)
• React
• TypeScript
• Tailwind CSS
• Vercel