Overview

ImageLab Med Spa is Chicago's trusted destination for medical-grade beauty treatments. With 4.9/5 stars across 400+ Google reviews, they've built a reputation for evidence-based treatments and natural-looking results. Their services include Botox, dermal fillers, lip fillers, laser treatments, PRP injections, chemical peels, and more — across locations in Chicago, Rockford, and Alexandria, VA.

The problem wasn't awareness — they had traffic. The problem was conversion. Visitors landed on the site but weren't booking consultations. With active paid campaigns running, every unconverted visitor meant wasted ad spend.

They needed a website that actually converts. We redesigned the site with a clean UI and simplified booking experience — and it worked.

The Challenge

ImageLab's existing digital experience had several issues hurting conversions:

Fragmented Messaging

‍The landing pages lacked focus. Visitors couldn't quickly understand what ImageLab offered or why they should book. Multiple services were presented without clear hierarchy, leaving users confused about where to start.

Booking Form Friction

‍The booking form was clunky and asked for too much information upfront. On mobile especially, users abandoned mid-form — a critical leak in the conversion funnel.

Poor Mobile Experience

‍Most traffic came from paid ads, and most ad traffic is mobile. But the mobile experience caused drop-offs at every step — from initial landing to final booking confirmation.

Multiple Services, One Funnel

‍ImageLab offers diverse treatments (Botox, fillers, lasers, skincare). The challenge was guiding different types of leads to the right action without overwhelming anyone.

What We Delivered

We redesigned the website and booking flow with one goal: convert more visitors into booked consultations.

Website Redesign

‍Complete redesign with clean, modern UI. Restructured information architecture so every section has a clear role: qualify the visitor, establish trust, and drive action. Removed visual clutter, improved messaging clarity, and created stronger visual paths to CTAs throughout the site.

Homepage

‍New homepage with service categories, before/after galleries, testimonial integration, and location information — all optimized for conversion.

Service Pages

‍Individual pages for each treatment category (Injectables, Skin Treatments, Lasers, Hair + Wellness) with consistent UX patterns, clear CTAs, and educational content that builds trust.

Booking Flow Optimization

‍Redesigned the booking form with fewer steps, clearer progress indicators, and better mobile usability. Removed unnecessary fields that created friction. Made the mobile experience feel native rather than cramped.

Trust & Social Proof Integration

‍ImageLab has strong credentials — 4.9/5 rating, 400+ reviews, press mentions. We made sure these were visible across every page, building confidence at every touchpoint.

Location Pages

‍Dedicated pages for each location (Chicago, Rockford, Alexandria) with local SEO optimization and location-specific content.

Key Design Decisions

Hero Section Clarity

‍The hero immediately answers three questions: What is this? Who is it for? What should I do? Clear headline, supporting social proof (ratings and reviews), and prominent CTA — no scrolling required to understand the value proposition.

Service Segmentation

‍Instead of listing all services equally, we created visual categories (Injectables, Skin Treatments, Lasers, Hair + Wellness) that help users self-select based on their needs. This reduces cognitive load and speeds up decision-making.

Mobile-First Form Design

‍The booking form was rebuilt for thumb-friendly interaction. Large tap targets, single-column layout, smart defaults, and inline validation. Users know exactly where they are and how much is left.

Strategic CTAs

‍Multiple "Book Now" touchpoints throughout the page, but never feeling pushy. The CTAs appear at natural decision points — after service explanations, after testimonials, after addressing common concerns.

Location Awareness

‍ImageLab has multiple locations (Chicago, Rockford, Alexandria). The design surfaces relevant location info early, reducing friction for users who need to confirm proximity before booking.

The Outcome

The initial landing page and booking flow were implemented within weeks. The impact was immediate — 51% more conversions, 21% lower cost per lead.

Those results built trust and expanded the relationship. What started as a single landing page became a complete website redesign. The same conversion-focused principles were applied across the entire site: homepage, service pages, location pages, and booking flows.

ImageLab now has a cohesive digital experience that converts at every touchpoint. Users move through the funnel faster, the mobile experience works seamlessly, and the booking form sees higher completion rates.

Better design didn't just improve one page — it transformed the entire acquisition funnel.

Results

The website redesign delivered measurable business impact:

• +51% increase in Conversion Rate
• +29% improvement in Click-Through Rate
• -21% reduction in Cost Per Lead
• Complete website redesign with clean, conversion-focused UI
• Streamlined booking flow with higher completion rates
• Mobile-optimized experience throughout
• Service pages for all treatment categories
• Location pages for Chicago, Rockford, and Alexandria

‍

‍