HomeCase StudiesConformational Aesthetics
Connecting Skincare Products, Science and Professional Resources
Comparing monthly averages before and after the redesign, the website recorded:
- 63% increase in average monthly store sales
- 107% increase in visits from Google Search
- 100% increase in add-to-carts from Google Search
- 111% increase in pages ranking in Google
Industry
Medical Aesthetics & Skincare
TImeline
4 Months
FOCUS
Turning Clinical Science into Search Visibility and Sales
Highlights
- Conformational Aesthetics needed a website that matched the strength of its science, with room to explain its technology, show clinical results, and establish the physician behind the formulas.
- WebXd expanded the site from four core sections to a full resource, adding 34 new pages including physician and founder bios, treatment comparison pages, clinical trial and results pages, and a wholesale experience for professionals.
- We designed a custom mega menu, interactive before-and-after sliders, and a proof-driven homepage, all built on Shopify.
- We paired the redesign with medically reviewed SEO content targeting the topics shoppers search before they buy.
- Comparing monthly averages before and after the redesign, the site saw a 111% increase in pages ranking in Google, a 107% increase in visits from Google search, a 100% increase in add-to-carts from Google search, and a 63% increase in average monthly store sales.
About Conformational Aesthetics
Conformational Aesthetics is a doctor-founded skincare brand bringing clinical-grade results into the daily routine. Co-founded by Dr. Ed Parsley, a practicing San Diego physician, aesthetic practice owner, and clinical trial consultant, the brand pairs South Korean formulation technology with published clinical research. Its two flagship products are Conforma Reduce, a topical deoxycholic acid treatment for under-chin fat, and Conforma HA, a next-generation hyaluronic acid serum. They’re sold direct to consumers and through med spas and aesthetic practices nationwide.
Services Performed
- Web design
- SEO content strategy
- Shopify development
The Challenge
Conformational Aesthetics had clinically studied products, published research, and a physician-led founding team, but its website wasn’t big enough to show any of it.
- A four-section website: The site consisted of products, a blog, a science page, and an about page. That left little room to explain the technology, show results, or introduce the people behind the brand.
- Little search visibility beyond the brand name: With so few pages, the site appeared for almost no searches other than its own name, missing shoppers researching double chin treatments, hyaluronic acid, and alternatives to in-office procedures.
- Founder credibility left untapped: Dr. Parsley’s medical background and published research are the brand’s strongest trust signal, but neither he nor the other founders had dedicated pages.
- No comparison to in-office treatments: Shoppers weighing Conforma Reduce against procedures like Kybella and CoolSculpting had no way to see how the options compared.
- Results that weren’t shown: Clinical outcomes and customer results weren’t presented visually, which made the brand’s claims harder to trust.
- Navigation that couldn’t scale: The simple menu had no room to organize products by concern, ingredient, or collection, or to surface the science, proof, and brand story.
- No path for professionals: Med spas and practitioners had no dedicated place to learn about wholesale, and shoppers had no way to find a provider near them.
The Solution
WebXd expanded and redesigned the Conformational Aesthetics website so that the science, the founders, and the results do the selling.
- Expanded site architecture: We grew the site from four core sections to a full resource, adding 34 new pages covering treatments, clinical trials, results, reviews, press, the brand story, and professional resources.
- Physician and founder pages: We built a dedicated page for Dr. Parsley featuring his published research, alongside pages for the founding story and the Scientific Advisory Board.
- Custom mega menu: We designed a mega menu that lets shoppers browse by concern, collection, and ingredient, and that connects them to the technology, the proof, and the brand story.
- Treatment comparison pages: We created pages positioning Conforma Reduce as an alternative to Kybella and CoolSculpting, along with a dedicated double chin treatment page.
- Before-and-after sliders: We added interactive before-and-after comparisons on the homepage and a full results gallery, so shoppers can see real study outcomes for themselves.
- Proof built into the homepage: We redesigned the homepage around the brand’s credentials: clinical trial results, “As Seen In” press logos, video testimonials, and core trust signals like doctor-founded, clinically validated, direct from South Korea, and no downtime.
- Professional and wholesale experience: We built a wholesale partnership page for med spas and practices, along with a provider locator that connects shoppers with authorized partners near them.
- SEO-driven content: We developed medically reviewed blog content targeting high-intent topics like wrinkles, hyaluronic acid, microbiome skincare, Ozempic face, and topical DCA.
The Results
The redesigned website gave Conformational Aesthetics a digital presence that finally matches the depth of its science, and made the brand far easier to find.
Far greater visibility in Google
Comparing monthly averages before and after the redesign, the site appeared in Google search results 4.6 times as often, growing from 929 to 4,278 appearances per month. The number of pages ranking in Google more than doubled, from 27 to 57.
Discovered for topics, not just the brand name
Before the redesign, the site showed up for almost no searches beyond its own name. Now it appears for hundreds of topic searches, including microbiome skincare, wrinkles, and deoxycholic acid cream. Monthly appearances for searches that don’t name the brand grew from roughly 85 to roughly 1,400.
New content doing the heavy lifting
The 34 new pages built in the redesign now account for 65% of the site’s appearances in Google. The new page about Dr. Parsley quickly became the third most-clicked page from Google search.
More search visitors, and more of them shopping
Monthly visits from Google search more than doubled, and new visitors from Google grew 81%. Those visitors are shopping, too: add-to-carts from Google search doubled, and checkouts started grew 175%. Across every unpaid channel, monthly visits rose 75%.
A stronger foundation for growth
Average monthly store sales grew 63% after the redesign. The brand now has a site that can support everything else it invests in, from paid campaigns to wholesale partnerships.
Together, these results show that giving the science, the founders, and the results room to speak made Conformational Aesthetics more visible, more credible, and easier to buy from.
63%
increase in average monthly store sales
107%
increase in visits from Google Search
100%
increase in add-to-carts from Google Search
111%
increase in pages ranking in Google
What This Means for Your Brand
When your products are backed by real science, your website has to prove it. Skincare shoppers compare ingredients, read the studies, and look for the expert behind the formula before they buy. A site with dedicated pages for your technology, results, and founders gives them that proof, and gives search engines hundreds of new ways to find you. Get that right, and your website stops being a storefront and starts being the reason people choose you.
FAQs
Why do skincare brands need more than product pages?
Skincare shoppers research before they buy. Pages that explain the science, show clinical results, and introduce the experts behind the formulas build trust that product pages alone can’t, and they create more opportunities to appear in search.
How do comparison pages help a skincare brand?
Many shoppers are weighing at-home products against in-office procedures. Comparison pages, like Conforma Reduce versus Kybella and CoolSculpting, meet those shoppers mid-decision and explain the differences in cost, comfort, and results.
Can a Shopify store rank well in Google?
Yes. Shopify stores often struggle in search because they have only a handful of pages beyond products and collections. Adding dedicated pages for treatments, ingredients, comparisons, and expertise gives Google far more to index. After the redesign, the number of Conformational Aesthetics pages ranking in Google more than doubled, from 27 to 57.
What kind of SEO content works best for skincare brands?
Content that answers what shoppers are actually searching: specific concerns, ingredients, and treatment comparisons, written with real medical expertise. Because skincare falls under health topics, Google rewards content reviewed by credentialed experts. Our medically reviewed articles and treatment pages helped Conformational Aesthetics go from roughly 85 to roughly 1,400 monthly appearances for searches that don’t include the brand name.
Why build a page for the brand’s physician?
For health and beauty products, Google and shoppers both look for real expertise. A dedicated physician page with credentials and published research strengthens credibility across the whole site. Dr. Parsley’s page quickly became one of the most-clicked pages from Google search.
How long does a skincare website redesign take?
The Conformational Aesthetics redesign took four months on a fixed-price contract, including new page development, a custom mega menu, and SEO content. Timelines depend mainly on the number of pages and how much new content needs to be written.
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