Daoist Aesthetics
Project Type: The Full Bloom + Custom Add-ons
Aesthetics
Dr. Mozelle Armijo came to Bloom Street needing a complete web presence built from the ground up — one that could represent the depth and sophistication of her clinical approach while remaining warm and approachable to new patients. The challenge was positioning her practice at the intersection of traditional Chinese medicine and modern aesthetics, in a market dominated by conventional medspas.
Visit Site ↗San Diego's aesthetics market is crowded. Most practices lead with results — before and afters, procedure names, price points. Dr. Armijo's approach is fundamentally different. She leads with philosophy, with diagnosis, with the belief that the skin is a reflection of internal health. The site needed to communicate that difference immediately and credibly, without losing the warmth that makes her practice approachable to new patients who may have never tried acupuncture before.
I started with a full strategy brief — page architecture, keyword targets, design direction, and a positioning statement: "medspa meets ancient medicine." From there I built five pages with 14 custom HTML/CSS/JavaScript embeds, wrote all copy across every page, built an interactive treatment and membership system, and delivered a full SEO infrastructure including four structured data schema files and seven optimized page titles.
Every embed is fully namespaced to prevent CSS bleed into Squarespace's native styles, and designed to be visually indistinguishable from native sections.
Full site strategy brief covering page architecture, keyword targets, local SEO positioning, color palette, and typography system. Design direction anchored in the phrase "medspa meets ancient medicine."
Five pages built on Squarespace with 14 custom HTML/CSS/JS embeds. Fully namespaced components, interactive tabbed and accordion interfaces, mobile-first responsive layouts, and Vagaro booking integration.
All website copy across five pages including a 26-question FAQ, six treatment category descriptions, seven membership tier descriptions, a full practitioner biography, and a Google Business Profile bio.
Structured treatment menu across six categories with tiered pricing and a frequency-based membership system covering seven tiers from $320 to $795 per month.
Four structured data schema files, seven keyword-targeted page titles and meta descriptions, and a rewritten GBP bio. Keyword strategy targeting facial acupuncture San Diego, holistic microneedling, and underserved neighborhood searches including Lake Murray and East San Diego.
Self-managed My Favorites page architecture allowing Dr. Armijo to manage affiliate links for FullScript, MeiZen Skincare, and Amazon Associates product recommendations without developer assistance.
- Squarespace CMS & Hosting
- HTML / CSS / JavaScript Custom Embeds & Interactivity
- Playfair Display + Raleway Typography System
- Vagaro Booking Integration
- Schema.org JSON-LD Structured Data & Rich Results
- Google Business Profile Local SEO & Maps Presence
Tells Google exactly who Dr. Armijo is, where she practices, her hours, services, and credentials. Injected once in Squarespace's global code injection and covering the entire site.
Marks up all six service categories with names, descriptions, and pricing so Google can surface them as rich results for high-intent service searches.
Associates Dr. Armijo's name, specialties, and full credential list directly with her Google knowledge panel. Includes eight listed credentials and certifications.
Unlocks expandable question-and-answer results directly in Google search results. All 14 submitted questions are optimized for the specific terms patients use before booking.
Modern vitality.
Playfair Display for display and heading type. Raleway Light for all body copy. The pairing balances classical refinement with clean, modern legibility — matching the practice's position between tradition and contemporary aesthetics.
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If you are building a brand that deserves more than a template, let's talk about what Bloom Street can do for you.