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Section 01Project Overview
What We're Building
A custom, conversion-focused website for ZO Skin Centre Houston. The site needs to clearly present the practice, its treatments, and its products — and convert visitors into booked consultations, memberships, and retail customers.
About the Business
A medical skincare practice in Houston, founded by Dr. Mark Khorsandi, DO. Located at 810 Waugh Drive. Offers professional skincare treatments, ZO Skin Health products, and a tiered monthly membership program.
Primary Goal
Drive booked consultations and membership signups through the site, and support product retail traffic to the existing Shopify store.
Key Differentiator
A medical-grade practice with a clinically credentialed team and a membership-led approach focused on long-term skin health, not one-off treatments.
Client Responsibilities
Content Provided by Client
Images, Photography & Written Content
The client is responsible for providing all website content prior to or during the build process. This includes professional photos (team headshots, interior and treatment-room photography, product imagery), written copy (treatment descriptions, team bios, FAQs, and any other page text), and brand assets. Placeholder content may be used during development, but final content must be supplied by the client before the site can launch. Any content not provided will delay the project timeline.
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Section 02Design Direction
Competitor & Inspiration Analysis
ZO Skin Health Product Line
Visual Reference
The ZO product aesthetic — clean white, deep cobalt blue, brushed silver, and strong typographic hierarchy — sets the visual reference. The new site should feel cohesive with that look while building its own brand presence for ZO Skin Centre Houston.
✦ Borrow: typographic restraint, clinical palette, product-forward photography
Westlake Dermatology
Layout Inspiration
Multi-state Texas chain (~21 locations, ~102K IG followers) with a polished, treatment-organized site architecture, integrated e-commerce, and clear booking flow. Their navigation pattern — treatments grouped by category, retail integrated into the same site experience, and persistent booking CTA — is exactly the structure ZO Skin Centre Houston needs.
✦ Borrow: treatment-category nav structure, retail integration, persistent booking CTA
Mirror Mirror Beauty Boutique
Primary Houston Competitor
Luxury non-physician med-spa, ~61K IG followers. Deep retail of competing brands (SkinCeuticals, SkinMedica). They run polished campaigns and own the "luxury Houston med-spa" position. The new site needs to out-credential them on the medical-grade axis with a more refined, clinical aesthetic.
✦ Beat them on: medical credentialing, treatment + retail bundling, brand polish
Dr. Courtney El-Zokm
Geographic Neighbor
A nearby ZO-retailing practice in Houston, ~23K IG followers, heavy organic content. The new site needs to feel more clinical and professional — a clear "destination" experience rather than a feed-driven aesthetic.
✦ Beat them on: site polish, conversion design, full treatment + retail experience
Visual Tone & Style
Overall Tone
Refined and clinical — luxury cosmetic meets medical authority. Elevated, restrained, and intentional. Avoids generic spa-pastel territory. Think: a premium fashion editorial layered over a top-tier dermatology practice.
Photography Style
Clean clinical interiors, considered macro product shots, real treatment-room photography (where regulatory compliance allows), and editorial team portraits. Minimal generic stock.
Typography
Classic serif for headlines — conveys legacy, medical authority, and luxury. Clean sans-serif for body copy. Bold hierarchy, generous white space. Avoid anything too startup-y or wellness-soft.
Color Palette
#1D2477
#2C357F
#4154A6
#D5DAE8
#E6EAF4
#FAFBFD
#1A1A1F
#FFFFFF
Pulled directly from the iconic ZO Skin Health product packaging. Deep cobalt blue as the dominant brand color — the same hue as the signature ZO serum bottle. Crisp whites and silver-blue tints for backgrounds and supporting elements, echoing the brushed-silver tubes and clean studio-white catalog photography. A lighter mid-blue handles accents and CTAs. The result reads unmistakably ZO without competing with corporate brand assets.
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Section 03Domain & Hosting
Existing Domains
Primary Domain
houstonskinhealth.com
E-Commerce Subdomain
shop.houstonskinhealth.com
Website Build & Hosting
Build Approach
Custom Built
A full custom rebuild replacing the existing off-the-shelf WordPress theme. Every page is designed and developed specifically to ZO Skin Centre Houston's brand direction, content needs, and conversion goals. Includes the Boulevard booking widget integration that already powers your scheduling, plus deep linking into the Shopify product catalog.
Hosting
Professional Web Hosting
Site will be hosted on a managed hosting plan with SSL certificate included, daily backups, and reliable uptime. DNS will be cut over from the current host to the new managed hosting server at launch — a coordinated handoff with zero downtime.
SSL Certificate
Required & Included
Required for secure form submissions, trusted HTTPS padlock in the browser, and is a Google search ranking factor. Especially important for a medical practice handling appointment requests and consent. Configured at launch.
Compliance Pages
Privacy Policy & Legal
The current site's
/privacy-policy URL returns a 404 — a compliance gap for a medical practice running SMS marketing and e-commerce. The rebuild includes a properly drafted Privacy Policy, Terms of Use, and SMS/HIPAA disclosure pages — a no-extra-cost foundational fix.Booking Integration
Boulevard Embed Preserved
The existing Boulevard booking platform — already used by the practice for all scheduling — is embedded directly into the new site's Book Now page. No change to your operational workflow; the new site simply gives Boulevard a far more conversion-optimized front door.
Client Portal
Client Dashboard
A personal login portal where the ZO Skin Centre Houston team can request website revisions and view site analytics. Revisions are unlimited and included at no extra charge — up to 2 active requests per month, processed one at a time. The dashboard also includes a website analytics panel showing visitor traffic, top pages, and performance metrics.
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Section 04Site Map
Global Navigation Bar
All Pages
/
Home
Primary
Main entry point. Establishes ZO brand authority, surfaces treatments and memberships, drives traffic to Book and Shop.
/treatments
Treatments
Nav Page
All medical-grade treatments organized into categories (resurfacing, laser, injectables, specialty, wellness). Each treatment renders from a shared template — Hydrafacial, Microneedling, Morpheus8, Chemical Peels, Lasers, Aviclear, Injectables, Aquagold, Nutrafol, etc.
/skin-concerns
Skin Concerns
SEO Value
Concern-specific sections: aging, hyperpigmentation, acne, sun damage, redness, dullness. Captures the search-intent visitor who's asking "how do I fix X" before they know which treatment they need.
/memberships
Memberships
★ Key Feature
ZO Mini ($149/mo), ZO Deluxe ($249/mo), ZO Platinum ($375/mo). The highest-LTV recurring product — gets dedicated real estate to drive paid-funnel conversions and protect repeat revenue.
/about
About
Nav Page
Mission, Dr. Mark Khorsandi bio, team profiles, and the practice's approach to medical-grade skin health.
/faqs
FAQs
SEO Value
Categorized questions in accordion layout — skin health basics, treatments, ZO products, memberships, booking/policies, preparing for your visit. High organic search potential.
/book
Book a Consultation
★ Main CTA
Primary conversion page. Boulevard booking widget embedded, three-step "what happens next" visual, contact info, hours, and address sidebar.
shop.houstonskinhealth.com
Shop ZO Products
External — Shopify
Existing Shopify storefront stays where it is. New site deep-links into the catalog and feature products on Home, Treatments, and Memberships pages — without disrupting checkout or inventory.
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Section 05Page-by-Page Content Breakdown
Each page below is expandable. Tap or click to see the full section-by-section content breakdown.
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Hero — Full Width
Full-screen editorial image (clinical interior or hero product macro). Headline: "Houston's Home for Medical-Grade Skin Health." Short subheadline placing the practice in the ZO Skin Health family. Two CTAs: "Book a Consultation" (primary bronze button) + "Explore ZO Products" (secondary outline).
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Introduction Block
A short welcome statement introducing ZO Skin Centre Houston — what the practice does, who it serves, and the medical-grade approach behind the brand. Sets the tone before the visitor scrolls deeper.
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Featured Treatments Grid
6-tile grid spotlighting signature treatments: Hydrafacial · Morpheus8 · Microneedling · Aviclear · Injectables · Lasers. Each tile links into the relevant Treatments page section. Image + name + short benefit line.
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Skin Concerns Quick Nav
Concern tiles (Aging · Pigmentation · Acne · Sun Damage · Redness · Dullness) so a search-intent visitor lands on the right treatment recommendation in one click. Each links to the matching Skin Concerns page section.
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Founder Block — Dr. Mark Khorsandi
Editorial portrait of Dr. Khorsandi with his name, title (Founder, ZO Skin Centre Houston), and a short bio. Establishes the medical credibility behind the practice.
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Membership Spotlight
3-tier callout (ZO Mini / Deluxe / Platinum) with the value props of each, monthly price, and a "Compare Memberships →" CTA into the Memberships page. Captures the highest-LTV conversion before the visitor leaves.
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Shop ZO Strip
Full-width banner featuring 4–6 bestselling ZO products linking directly into shop.houstonskinhealth.com. Drives e-commerce traffic from the homepage.
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Bottom CTA Banner
Full-width dark section. Headline: "Start where every client starts — with a personalized skin consultation." Large "Book a Consultation" button + phone number + address. Repeats on every page.
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Page Hero
Full-width treatment-room image. Title: "Treatments." Subtitle: "Medical-grade procedures and aesthetic care, delivered by a clinically credentialed team."
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Skin Resurfacing & Texture
Hydrafacial · Microneedling · Morpheus8 · Chemical Peels · ZO Stimulator Peel · 3-Step Peel. Each treatment renders from a shared template — name, description, ideal candidate, what to expect, downtime, and "Book a Consultation" CTA.
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Laser & Light
Laser resurfacing · IPL photofacial · Aviclear (acne) · Pigment correction. Includes Aviclear's dedicated treatment-detail page given current standalone homepage presence.
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Injectables
Botox · Filler · Lip Filler · Sculptra Glow · Aquagold Facial. Led by Herminia "Mini" Garcia, RN, Master Injector. Compliance-safe before/after framing per Meta and FDA cosmetic-claim guidelines.
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Health & Wellness
Nutrafol (hair) · weekly B-12 (included with memberships) · LED therapy · IV therapy (member benefit). Positions the practice beyond aesthetics as a full skin-and-systemic health destination.
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Skincare Bootcamp Highlight
Dedicated section for the practice's "Skincare Bootcamp" program — a paid-acquisition-friendly offer with a strong perceived value. Links to a booking page or seasonal landing page.
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Bottom CTA Banner
"Not sure where to start? Book a consultation — we'll build the right plan." → Book a Consultation.
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Aging & Fine Lines
Recommended treatments: Morpheus8, Microneedling, ZO retinol regimens, Sculptra Glow. Recommended products: ZO Growth Factor Serum, ZO Retinol Skin Brightener.
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Hyperpigmentation & Melasma
Recommended treatments: chemical peels, IPL, professional ZO peels. Recommended products: ZO Pigment Control + Brightening Crème, ZO Brightalive.
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Acne & Breakouts
Aviclear (in-clinic), ZO Complexion Renewal Pads, Exfoliating Cleanser. Captures the younger end of the audience and connects to memberships for long-term skin discipline.
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Sun Damage & Texture
A Houston-specific concern given climate exposure. IPL, chemical peels, ZO SPF 50 Sunscreen + Primer, ZO Daily Power Defense.
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Redness & Sensitivity
Calming protocols, LED, and ZO Recovery Cream / Calming Toner. Includes a "What's your skin type?" prompt for the visitor who isn't sure.
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Dullness & Loss of Radiance
Hydrafacial (every tier), Aquagold, dermaplane. Connects directly to the monthly membership benefits.
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Bottom CTA
"Every skin is different. Book a consult and we'll build the right protocol." → Book a Consultation.
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Page Framing
"Skin health is a habit, not an appointment." Establishes the membership as the recommended way to start — not a one-time service. Resets the mental frame from transaction to relationship.
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ZO Mini — $149 / month
Weekly B-12 · 10% off lasers · monthly Mini Hydrafacial OR ZO Stimulator Peel. The entry-tier — designed for the curious or budget-conscious skincare buyer. Clear "What you save vs. à la carte" line.
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ZO Deluxe — $249 / month
Deluxe Hydrafacial monthly · dermaplane · LED · weekly B-12 · 10% off injectables and lasers. The middle tier and the natural conversion target for engaged members.
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ZO Platinum — $375 / month
Platinum Hydrafacial · dermaplane · LED · 15% off injectables, lasers, and IV · quarterly ZO 3-Step Peel or Microneedling. The premium tier — designed for the affluent regular who treats skin care like a wellness retainer.
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Member Perks Summary
Side-by-side comparison table — what's included in each tier, B-12 weekly, retail discounts, priority booking, exclusive seasonal events. Makes the tier choice easy.
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Bottom CTA
"Start with a consult — we'll match you to the right tier." → Book a Consultation. Soft entry: a consult is free, the membership decision happens afterward.
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Mission & Philosophy
Lead with the brand's core positioning: "Medical-grade skin health, not spa skincare." Brief story of why ZO Skin Centre Houston was founded and what makes it different from every other med-spa in the city.
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Dr. Mark Khorsandi, DO — Founder
Editorial portrait, full name and title (Founder, ZO Skin Centre Houston), a clear bio, and medical credentials. The lead credibility section on the page.
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Team Section
Profile cards for Herminia "Mini" Garcia, RN (Master Cosmetic Injector, 10+ yrs) · Britney (Licensed Medical Aesthetician, Certified ZO Skin Health Expert, Certified Laser Technician) · Krista (Licensed Medical Aesthetician, Certified Senior Laser Technician, 4+ yrs). Photos, roles, brief bios.
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Why ZO Skin Centre Houston
Medical-grade treatments and ZO Skin Health product expertise · Clinically credentialed injector and aesthetician team · Reveal-by-Canfield skin analysis at every consult · Boulevard-managed scheduling and continuity of care · Membership-led, retention-focused practice.
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Category 1 — Skin Health Foundations
What's "medical-grade" skincare? What makes ZO different from drugstore or department-store brands? How do I know what my skin actually needs? (~4 questions)
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Category 2 — Treatments
How long does a Hydrafacial take? What's the downtime for Morpheus8? Is Aviclear right for adult acne? How are injectables different here vs. a chain med-spa? (~6–7 questions)
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Category 3 — ZO Products
Why buy ZO in-clinic vs. Amazon? How do I know my ZO is authentic? Can I get a personalized routine? Do you carry the full ZO catalog? (~4–5 questions)
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Category 4 — Memberships & Pricing
Which membership tier is right for me? Can I pause or cancel? What's the actual savings vs. à la carte? Do memberships include retail discounts? (~4 questions)
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Category 5 — Booking & Policies
How far out should I book? What's the cancellation policy? What's the Morpheus8 deposit policy? Do you accept walk-ins? (~3–4 questions)
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Category 6 — Preparing for Your Visit
What should I do before a consult? Bring your current skincare products? Skip retinol the night before? Hydration before Morpheus8? (~3 questions)
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Page Framing
Headline: "Start with a Skincare Consultation." Subheadline: "Every plan begins with a Reveal-by-Canfield skin analysis and a one-on-one conversation about what your skin actually needs." Reduces pressure — consult only, not a treatment commitment.
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Boulevard Booking Widget
The existing Boulevard scheduling widget embedded directly into the page. Visitor selects service type, picks a time, and books in 60 seconds. Also captures: name, email, phone, SMS consent, "How did you hear about us?" — feeds into both Boulevard and the optional MAP.
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What Happens After You Book
3-step visual next to the form: Step 1 — Confirmation text + email with prep notes (within 5 minutes). Step 2 — Reveal-by-Canfield skin analysis in-clinic. Step 3 — Personalized treatment + ZO product plan, with no obligation to commit on day one.
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Contact Info Sidebar
Phone: 832-831-9933 · Email: info@houstonskinhealth.com · Address: 810 Waugh Drive, Houston, TX 77019 · Embedded Google Map · Hours (to be supplied by client).
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Trust Reinforcement Strip
Below the form: ✓ Medical-grade skin health · ✓ Clinically credentialed team · ✓ Full ZO Skin Health product line · ✓ Reveal-by-Canfield skin analysis · ✓ No-pressure consult
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Section 06Lead Flow & Automations
Why This Matters
Every lead entry point — the Boulevard booking widget, the Skin Concerns inquiry form, and the footer contact form — must route to a system so no lead is missed. Below is the full recommended flow from form submission to first human contact, plus the two platform options.
Lead Entry Points
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Boulevard Booking — /book
Primary and highest-intent conversion. Visitor self-schedules a consultation directly inside the existing Boulevard system. Captures full contact details, SMS consent, and source attribution.
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Skin Concerns Inquiry — /skin-concerns
"Not sure where to start? Tell us about your skin." Soft lead — captures email + primary concern. Lower commitment, useful for browsing visitors and paid-funnel retargeting.
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Footer / General Contact Form
Catches product questions, partnership inquiries, press, and general questions from anywhere on the site.
↓
Where Leads Go — Two Options
Option A — Basic
Boulevard + Email Notifications
All bookings continue to flow into your existing Boulevard CRM, exactly as they do today. The two new web forms (Skin Concerns inquiry, general contact) trigger immediate email notifications to the team with all submitted fields included. Simple, no additional platform required.
Boulevard preserved
No new platform
Instant alerts
Easy setup
Option B — Full Platform
MAP — Marketing Automation Platform
MAP is an all-in-one marketing and business platform that gives ZO Skin Centre Houston a complete system for managing leads, members, automations, and marketing — alongside (not replacing) the existing Boulevard scheduling system. Here's what's included:
CRM & Lead PipelineAll form submissions and Boulevard bookings feed into a visual pipeline. Track every lead from "New Inquiry" to "Consult Booked" to "Member" with full contact history and notes.
AutomationsPre-visit prep emails, post-visit product follow-ups, membership renewal reminders, win-back sequences for lapsed clients — all triggered automatically based on Boulevard appointment activity.
Email MarketingSend branded marketing emails to your client list — new treatment launches, seasonal product campaigns, member-only previews, Skincare Bootcamp invites. Drag-and-drop builder, open/click tracking, list segmentation.
Social Media ManagementSchedule and post to all ZO Skin Centre Houston social accounts (Instagram, Facebook, TikTok, etc.) from one dashboard. Plan content in advance and track engagement alongside booking attribution.
Analytics & ReportingSee which channels drive consultations, which campaigns convert to members, and which products get traffic from the marketing site — all in one dashboard.
Two-Way SMS & InboxText clients directly from the platform — appointment confirmations, prep reminders, restock alerts. All conversations (email, SMS, web chat) consolidated in a single inbox.
Appointment BookingBoulevard remains your operational scheduling system. MAP layers on top — pulling appointment data into automations and analytics — without replacing the workflow your team already uses.
All-in-one platform
Boulevard-compatible
Scales with the practice
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Section 07Pricing Breakdown
One-Time — Website Build
UI/UX Design
Custom visual design for all pages — color system, typography, layout, and component design built specifically for ZO Skin Centre Houston. Mobile-first, with a refined medical-grade skincare aesthetic. Not a template.
$1,050
Website Development
Full front-end and back-end development of all 7 pages: Home, Treatments, Skin Concerns, Memberships, About, FAQs, and Book a Consultation. Includes Boulevard widget integration and Shopify product deep-linking. Responsive across all screen sizes.
$1,050
Forms, Integrations & Foundational SEO
All intake forms built and connected across the site. Configured to route submissions via email or MAP. On-page SEO built in from day one: page titles, meta descriptions, heading structure, image alt text, schema markup, XML sitemap, and Google Search Console submission. Includes the Privacy Policy / Terms / SMS-disclosure compliance pages.
$200
Client Dashboard
Personal client login portal for requesting website revisions and viewing site analytics. Revisions are unlimited at no extra charge — up to 2 active requests per month, processed one at a time. Includes a website analytics dashboard with visitor traffic, top pages, and performance metrics.
$200
Project Total
All line items above included
$2,500
+ applicable tax
Monthly
Website Hosting & Maintenance
Hosting
Managed hosting with SSL certificate included, reliable uptime, and ongoing site maintenance. Revisions are submitted through the Client Dashboard — a personal login portal where the team can request changes and view website analytics. Revisions are unlimited and included at no extra charge, with up to 2 active requests per month, processed one at a time. The dashboard also includes a website analytics panel with visitor traffic, top pages, and performance data. Foundational SEO remains active and maintained.
SSL included
Unlimited revisions
Ongoing maintenance
Client Dashboard
Analytics
$100
Per Month
Optional Monthly Add-Ons
Marketing Automation Platform · Optional
MAP — All-in-One Platform
Full access to the MAP platform — CRM and lead pipeline, automations, email marketing, social media scheduling, two-way SMS, unified inbox, appointment-data integration, and analytics. Layers alongside Boulevard, not replacing it.
CRM & pipeline
Automations
Email marketing
Social scheduling
SMS & inbox
$150
Per Month
Organic Growth · Optional
Growth Package — SEO & Weekly Blog
Ongoing search engine optimization — keyword research, on-page optimization, and content strategy to improve organic search rankings and drive qualified traffic. Includes one professionally written blog post per week to build topical authority around skincare concerns, ZO products, and treatments — directly addressing the multi-year content gap on the current site.
Keyword optimization
Weekly blog posts
Organic search growth
$500
Per Month
Investment Summary
One-Time
UI/UX Design
$1,050
Website Development
$1,050
Forms, Integrations & Foundational SEO
$200
Client Dashboard
$200
Build Total
$2,500 one-time + tax
Monthly Recurring
Hosting & Maintenance
$100 / mo
Monthly Total
$100 / month
Optional Monthly Add-Ons
MAP Platform
$150 / mo
Growth Package
$500 / mo