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Case study, medical aesthetics, 2026
MJ Refined Aesthetics
An editorial site for an injector-led aesthetics practice, with 23 treatment pages, structured data for every procedure and an llms.txt built for AI search.
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The challenge
What MJ Refined Aesthetics needed
A new aesthetics practice built on a founder’s reputation and a strong Instagram following needed a site that felt as considered as her work, and that could be found for each treatment rather than only by name.
Results
- Every treatment indexable on its own URL
- Booking buttons route straight to the practice’s Jane page
- Launching in 2026
What I built
The build, piece by piece.
Treatment pages from one data file
Twenty-three treatments across four categories, each with its own page, benefits, candidates and FAQs, all generated from a single source so the menu, sitemap and structured data never drift apart.
Structured data on every page
MedicalBusiness and MedicalProcedure schema, FAQ markup and breadcrumbs describe the practice and every treatment in a form search engines can read directly.
Written for AI answers
An llms.txt and a full-text llms-full.txt give ChatGPT, Claude and Perplexity a clean summary of the practice, built from the same data as the pages.
A quiet, editorial design
Serif typography, a slow hero slideshow that loads one image at a time, and hover-to-open treatment panels, all respecting reduced-motion settings.
Screens
Desktop and phone
Services in this project
The work behind it
More work
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Have a project in mind?
Tell me what you’re building and where you want it to go. I read and reply to every message.
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