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Case study · Beauty & wellness
A salon since 1996, now bookable online
Beauty Corner Rubin has been a beauty salon in St. Gallen since 1996, with a second location in Gamprin, Liechtenstein. We rebuilt the website on WordPress: 19 services with clear prices, online booking for the St. Gallen salon and a gift voucher shop.
- Client
- Beauty Corner Rubin
- Industry
- Beauty & wellness
- Services
- Design · Development · SEO & GEO · Support
- Duration
- 23 weeks to launch, then support
The brief
A salon with history, a website to match
Beauty Corner Rubin offers nail care, foot care, sugaring and waxing, brows, lashes and permanent make-up — in St. Gallen and, by appointment, in Gamprin. The rebuild had to bring treatments, prices, booking and vouchers into one structure, without losing the existing booking data or the old addresses that customers and search engines already knew.
The goal: one website where every treatment has its own page and its prices, where customers book the St. Gallen salon online and buy gift vouchers — and where the team updates prices and photos without a developer.
- Deliverables
- Website · Online booking · Voucher shop
- Platform
- WordPress · Blocksy · WooCommerce · Bookly
- Languages
- German (de-CH)
- Content
- 19 services · 6 categories · price list · FAQ
- Engagement
- Design, build and ongoing support
- Locations
- St. Gallen (CH) · Gamprin (FL)
The challenge
A relaunch without missing a booking
A salon that has run since 1996 cannot pause for a website project. The existing booking data had to keep working, real customers could never receive a test e-mail, and the old addresses had to lead to the new pages.
On top of that came one price list for 19 services that appears in several places, two locations in two countries, and gift vouchers that follow Swiss VAT rules.
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Live booking data
Existing appointments moved over, and outgoing e-mail stayed locked on staging for two months, so no customer received a test message.
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One price list, three places
78 price rows feed the price page, the price window on service pages and the data for search engines — all maintained on one admin screen.
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Two countries, one calendar
St. Gallen is booked online, Gamprin and permanent make-up by phone. Vouchers are VAT-free, while shipping carries Swiss VAT.
Behind the build
One team, seven disciplines, 23 weeks to launch
The website was not built by a designer and a developer alone. One in-house team covered seven disciplines — planning, design, code, content, SEO, security and support — coordinated by one project lead as the salon’s single point of contact.
What we built
Five systems, one clear website
Service catalogue
Every treatment with its own page
19 services in six categories, from manicure to permanent make-up. The overview, category pages and service pages are built from the same blocks, so new treatments follow the same clear pattern.
- Overview with category cards
- Service pages with steps and FAQ
- Phone-only services marked with a call button
Price system
One price list, kept in one place
All prices live on one admin screen: 78 rows across the services, plus combo packages and discounts. The same data feeds the price page with its tabs, the price window on every service page and the price data for search engines.
- Price page with a tab per category
- Combo packages and discounts
- Direct links to every category
Online booking
The St. Gallen salon, booked in six steps
The booking system sits in a booking block styled to the salon’s brand. A floating “Termin vereinbaren” button follows visitors across the site, and services booked by phone show a call button instead.
- Six-step booking form in the salon’s design
- Booking button on every page
- Existing booking data carried over
Voucher shop
Gift vouchers, ready to give
Three voucher types — digital, a printed card by post and a seasonal edition — paid through Payrexx. The voucher code appears on the PDF invoice, and a slim checkout asks only for name and e-mail when nothing has to be shipped.
- Digital, printed and seasonal vouchers
- Voucher code on the PDF invoice
- Balance check page
Portfolio
Real work, sorted by treatment
A photo mosaic shows the salon’s work per category, with tabs, an “Alle” view and “Mehr anzeigen” in whole rows. The team adds photos on its own admin screen.
- Tabs per treatment category
- Mosaic layout with lightbox
- Managed on its own admin screen
Inside the project
Every step of the work, out in the open
Most agencies show you the finished site. We show you how it got there. Open any discipline to see what the team did and what it handed over.
01 / Project management
One point of contact, the whole way through
The project ran as a pull-request workflow across two repositories. Before launch, a go-live runbook with nine ordered steps covered the domain switch, indexing, cache, redirects, Search Console and the staging lock.
-
58
pull requests in two repositories
-
9
steps in the go-live runbook
-
2
locations in two countries
What we did
- Work tracked against the SEO audit task list
- Go-live runbook in nine ordered steps
- Domain moved from www to the bare domain
- Hand-off notes for services, prices and portfolio
Handed over Approved scope and requirements → Design
02 / UI/UX design
Structure first, pixels second
The salon’s look became a block system: a plum and magenta palette, typography and components designed in Figma, then built as reusable blocks. Invoices, credit notes, packing slips and voucher PDFs carry the same brand.
-
6
brand colours in the block palette
-
4
branded documents: invoice, credit note, packing slip, voucher
What we did
- Block layouts designed in Figma
- Booking form restyled to the brand
- Branded PDF invoices and vouchers
- Social sharing image in the brand style
Artifacts
-
Service page header -
Treatment steps block
Handed over Figma designs and a block system → Development
03 / Development
Built to be fast, stable and easy to extend
A Blocksy child theme with a service post type, two admin screens and Swiss commerce rules in code, plus a plugin with 19 custom Gutenberg blocks. Booking, payments, gift cards and PDF invoices are connected through their plugins and a small must-use plugin.
-
19
custom Gutenberg blocks
-
2
admin screens: prices and portfolio
-
3
integrations: booking, payments, gift cards
What we did
- Service post type with categories
- “Manage Prices” and “Manage Portfolio” admin screens
- Shipping entered as a gross price at Swiss VAT
- Voucher codes printed on PDF invoices
- Deploys from GitHub with a build check
Handed over Tested build on staging → Content & SEO
04 / Content
Every offer in one clear structure
19 services in six categories, each with its price list and its questions and answers. The structure groups treatments by category first, then by service.
-
19
services in six categories
-
78
price rows
-
190
FAQ answers
What we did
- Service and category texts in the CMS
- A price list for every service
- FAQ sections on service and category pages
- Blog articles on cosmetic topics
Artifacts
-
FAQ on a service page
Handed over Structured content in the CMS → SEO & GEO
05 / SEO & GEO
Found on Google — and in AI answers
Search visibility was part of the build, not an afterthought: structured data for the salon, every service and the vouchers, permanent redirects from the old address structure, and an llms.txt plus a robots.txt that let AI assistants read the site.
-
39
301 redirects from old addresses
-
11
schema types on the home page
-
6
XML sitemaps
What we did
- BeautySalon and Service schema with price ranges
- FAQPage markup on the FAQ sections
- Redirects from the old /angebot/, /prices/ and /shop/ paths
- llms.txt and an AI-friendly robots.txt
- Sitemap clean-up
Handed over Indexed, crawlable site → Launch
06 / Cybersecurity
Safe before anyone else looks
Security started on staging: outgoing e-mail stayed locked for two months so the carried-over booking data never triggered a test message, and staging stayed out of search until launch.
What we did
- Outgoing e-mail locked on staging
- Staging kept out of search until launch
- WordPress and WooCommerce version numbers hidden
Handed over Security checks for launch → Support
07 / Technical support
Launch day is where our job continues
After launch the team stayed on: e-mail sending was switched back on the day after go-live, cancellation pages for the booking system followed, and the site is maintained on an ongoing basis.
What we did
- E-mail sending re-enabled after launch
- Booking cancellation pages added
- Updates and changes on request
- Backups with Duplicator Pro
Handed over Ongoing — we stay with the client
The project in numbers
What it took to get here
Every figure below is counted from the finished site — its code, its database and its live pages.
-
19
custom Gutenberg blocks
-
19
services in six categories
-
78
price rows on one admin screen
-
190
FAQ answers with FAQ markup
-
39
301 redirects from old addresses
-
11
schema types on the home page
-
58
pull requests in two repositories
-
3
voucher types: digital, printed, seasonal
Below the surface
The work you’ll never see — and would notice if it wasn’t there
Visitors see a clear, fast website. Behind it sits a layer of work that decides whether the site keeps its rankings, its bookings and its data safe.
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SEO
Redirects from the old site
39 permanent redirects send the old /angebot/, /prices/ and /shop/ addresses to the new pages.
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SEO & GEO
Schema that updates itself
The salon’s schema lists every published service automatically, and service pages carry their price range.
-
GEO
Readable for AI assistants
An llms.txt and a robots.txt that deliberately allows AI crawlers give assistants a clear summary of the salon.
-
Content
FAQ with markup
190 FAQ answers on service and category pages, marked up so search engines can read them as questions and answers.
-
Cybersecurity
E-mail lock on staging
For two months staging could not send a single e-mail, so real customers in the carried-over booking data never got a test.
-
Development
Swiss commerce rules in code
Shipping is entered as a gross price at Swiss VAT, and voucher-only carts skip the address fields.
-
Management
Go-live runbook
Nine ordered steps for launch day: domain switch, indexing, cache, redirects, Search Console and the staging lock.
-
Development
Deploys from GitHub
Theme and blocks roll out from GitHub on every merge, with a build check — switching to production was a single commit.
What you can expect
A platform that keeps earning its place
We build for the things that last — a platform that is clearer to navigate, more credible to every visitor and genuinely easier for your team to run and grow.
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Easier to choose
Clear categories, filters and prices let visitors find the right offer themselves instead of writing to ask where to begin.
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Credible to every visitor
A site that looks and reads like the quality behind it — for first-time visitors and long-standing customers alike.
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Effortless to keep current
Your team updates products, content and news itself — no developer ticket, no waiting in a queue.
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Built to grow
New products, categories and languages slot in as the business expands — without a rebuild.
Built on a clear goal
We agree the goals that matter up front and build toward them together — then stay on as a partner after launch to keep the platform sharp as the business grows.
In their words
What the client says
The real measure of a project is whether the people who live with it every day would do it again.
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All our treatments and prices are finally in one place, and customers book the St. Gallen salon online. Updating prices is now our job, not a developer’s.
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