Launching an Online Education Platform in Medical Aesthetics
When Alicia Yap noticed how often she had to train new hires from the ground up at her medical spa, she realized that there is no clear standard for aesthetics education in Canada. That insight became the foundation for Claraderma Academy, her new online school dedicated to medical aesthetics and laser therapy.
With a big vision and no online presence yet, Alicia came to us through her lead marketing team at F3lt Design. The ask: Build a professional website that establishes Claraderma Academy as a credible and trusted source in the industry, for working professionals looking to upgrade their skills and also for newcomers entering the field.
Writing Like an Authority, Without Sounding Like a Textbook
We started by sitting down with Alicia to understand not only what she offers, but also how she presents it. From those conversations, we created an internal brand messaging guide that captured her voice. Alicia was direct to the point, warm and grounded in expertise. We used this blend of technical speak and relational style to guide the tone across the entire website.
We wrote content for every course and service page, ensuring that each one answered real questions future students might have and guided them to the next step in their journey to graduating. Every page had a distinct SEO focus, designed to improve discoverability without repeating the same language or keywords.
Strategy Meets Structure
From the homepage to the checkout flow, we designed the site architecture around Claraderma Academy’s target audiences. Whether someone was new to the industry or already in it, they could quickly understand what courses were offered, what to expect, and how to get started.
To support that clarity, we also helped shape the homepage as a positioning tool, making sure Claraderma stood out as a leader in online aesthetics education. We didn’t want the site to feel transactional. We wanted it to feel like stepping into something professional, established, and worthy of investment.
Why We Used Squarespace
We chose Squarespace for this project because it allowed us to accomplish a great deal without custom development. Key features we leaned on included:
- eCommerce functionality for selling courses and future products
- Online school template for organizing the courses on the site
- Flexible layouts for long-form content and imagery
- Squarespace AI, which we used to apply our detailed messaging guide across the site
- Update content throughout the process as the website content plan was being finalized. As we designed and developed, we could update sections in real time.
Bringing the Brand to Life
To support the visual side, Alicia partnered with Sarah Godfrey to capture fresh photography and video content to go with the assets already available to ensure visuals connected with the content and layout we created, even shooting in the final days before launch. These assets gave the site a real sense of presence and helped bridge the gap between education and experience.
The end result? A site that feels like Claraderma: clear, professional, approachable, and rooted in deep expertise.
Outcome
Claraderma Academy launched with a modern, scalable website that reflects the founder’s credibility and big-picture vision. It serves as both a marketing tool and a learning platform, ready to grow with the business and equipped with the SEO foundation to bring students through the door.
Working with Geoff was an absolute pleasure. He completely exceeded my expectations when designing the new website for my academy. From the very beginning, he listened closely to my goals and brought the vision to life with both creativity and precision. The site is not only beautiful and user-friendly but also perfectly reflects the professionalism and heart of our brand. Geoff was incredibly responsive, organized, and truly went the extra mile. I’ve already received so many compliments—and more importantly, new inquiries—from prospective students. Highly recommend!
Alicia Yap, Founder
Caitlin Dyk
Esther Fraser