ZoHaDigital
Case study · Elume Medspa, Fairfax VA

Elume Medspa: a med spa's whole online presence, run by one team.

Elume Medspa has served Fairfax, Virginia since 2009. We run its website, Shopify skincare store, Etsy shop, email and SMS sign-ups, Google and Meta ads, search and AI search, and a weekly report that ties it all together. Here's what we did and what it changed, with the numbers we can back up.

Get a free audit like this Visit elumemedspa.com
Results we can verify
6 → 32online bookings, August to September 2026
54 → 75main site SEO health score across 12 specialist checks
243/243store URLs healthy after the domain move
1,775email profiles moved to Klaviyo with zero failures
The starting point

Good business, leaky online setup.

Elume had what most established med spas have: a loyal client base, a WordPress site, a skincare store on its own separate domain, a Mailchimp list, some ads, and no single view of what was working. The pieces existed, but they weren't connected or measured as one system.

Our first audit of the main site in August 2026 scored it 54 out of 100 for SEO health. A store audit found products marked "in stock" in search data that couldn't actually be bought, and dozens of near-duplicate blog posts competing with each other.

  • Slow treatment pages. The main treatment page took over 10 seconds to show its main content on a simulated phone connection.
  • A split brand. The store lived on a separate .shop domain, dividing search authority.
  • Email that wasn't authenticated. No DMARC record, and no DKIM signing on the domain's marketing email.
  • Bookings that were hard to trace. There was no step-by-step view of who started booking, who finished, and which ad or search brought them.
What we did

Six projects, one system.

Speed & SEO

From 54 to 75, with zero on-page defects.

We fixed the technical problems first, starting with heavy files such as a 786 KB icon script that loaded on every page. Speed work took the main treatment page's mobile Lighthouse score from 58 to 94, and its largest-content load time from 10.42 to 2.35 seconds (lab tests, median of three runs).

An August 30 re-audit of 107 pages found zero missing or duplicate titles, meta descriptions or H1s, zero canonical problems and zero invalid structured data.

Store migration

The store moved home without losing its links.

We moved the Shopify store from its own .shop domain to shop.elumemedspa.com. Every old path redirects in a single hop. A full re-crawl found all 243 sitemap URLs returning OK, with no references to the old domain left, and 242 of them were indexed within four days.

The old domain stays registered on purpose: 70 of the store's 71 linking websites still point at it. How we did it →

Booking & tracking

A booking popup measured step by step.

Every "Book" link opens the right Calendly page in a popup that loads only when clicked. GA4 records each step: 138 opens, 41 time picks and 13 bookings in the first measured month, about 1 in 10. Online bookings went from 6 in August to 32 in September.

Booking questions stay about logistics, because Calendly doesn't sign a HIPAA business associate agreement.

Google Ads

$30.41 of spend, traced to a $695 treatment.

Booking links carry campaign tags through Calendly into GA4, and booked appointments are imported into Google Ads as conversions. That's how a single $30.41 click could be traced to a $695 Morpheus8 booking. Ad copy is written around Google's healthcare rules for prescription drug terms.

Email & SMS

Mailchimp to Klaviyo with nothing lost.

All 1,775 profiles imported with zero failures, and 437 unsubscribes and bounces stayed suppressed. None of the roughly 1,304 imported contacts got an accidental welcome email. New DKIM, DMARC and return-path records made Klaviyo the first email stream ever signed by Elume's domain. Mailchimp was retired on September 14, 2026.

SMS consent is collected in four places, and a post-visit review request goes out automatically. The migration guide →

AI search

Quoted by ChatGPT, Perplexity and Google's AI Overviews.

Server logs showed the web host throttling AI crawlers (62.5% of GPTBot requests and 36.8% of ClaudeBot requests) while Googlebot got through untouched. In a 15-prompt test on September 17, 2026, every AI engine that answered the Morpheus8 cost and location questions named Elume and quoted its prices from the cost page.

Broad terms like "med spa Fairfax" didn't show Elume yet. That's the next goal.

Running it week to week

One email every Sunday.

Instead of logging into seven dashboards, Elume gets one automated report each Sunday morning. It covers Google Search Console and GA4 for both the site and the store, Meta ads, Shopify, Calendly, Klaviyo and Etsy, compared week over week. When a source isn't connected, the report says so instead of showing a misleading zero.

Promotions run on a schedule too. Limited injector days open as dated booking slots and come down automatically that evening, and the homepage goes back to its normal banner.

  • Eight city pages for nearby towns, written to be genuinely different (no two share a sentence longer than 40 characters).
  • A consistent business name everywhere, after cleaning up more than 6,900 old spellings across the site and store.
  • 14 product videos for the store and Etsy listings, built from one template.
  • Shopify to Etsy sync by SKU, so products are entered once.
  • Honest numbers. When a figure turned out wrong, we corrected it in the report instead of quietly moving on.
FAQ

Common questions

What platforms does Elume use?

WordPress for the main site, Shopify for the skincare store at shop.elumemedspa.com, Etsy as a third storefront, Calendly for booking, Klaviyo for email and SMS sign-ups, Google Ads and Meta for advertising, and GA4 and Search Console for measurement.

How long did this take?

The core work ran from mid-August to the end of September 2026: audits and speed fixes first, then the store move, the email migration, booking and tracking, and city pages. Ongoing management continues.

Can you do the same for my business?

Yes. Most businesses don't need every piece Elume has. We start with a free audit, then you choose the parts that matter most. See ongoing management or med spa marketing.

More on how we work
Service Marketing for med spas Websites that book, local SEO, compliant ads, email, SMS and reviews for med spas. Read more Service Ongoing digital management An outsourced digital department: site, store, search, ads, email and weekly reporting. Read more Guide How to change your Shopify domain without losing your SEO A real 243-URL Shopify domain move: redirects, canonicals, Search Console, and the traps that cost rankings. Read more
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