The challenge
SILK Laser Clinics, a leading provider of laser hair removal, skin treatments, and cosmetic aesthetics in Australia, sought an expert review of its digital ecosystem. The existing website was a legacy system that presented opportunities for enhancement – especially in the areas of booking, navigation and brand storytelling. SILK engaged Luminary to undertake a discovery project that would identify key digital transformation opportunities and lay the foundation for a future-proof online experience.
SILK Laser Clinics faced a dual challenge:
- A fragmented booking experience – The online booking system, critical for driving revenue, suffered from usability issues, causing high drop-off rates. Customers found it difficult to rebook the same practitioner, schedule recurring treatments, or navigate service options efficiently.
- A brand experience needing revitalisation – The website’s visual identity catered predominantly to a female audience, despite an increasing number of male clients. SILK wanted to broaden its appeal and infuse more energy and diversity into its brand presentation.
Given these challenges, SILK engaged Luminary to provide a strategic assessment of its digital presence and recommend best-practice solutions that would support it in cementing its position as a leader in a competitive market.
What we did
Booking flow analysis
Luminary conducted a detailed analysis of SILK’s website and user behaviour, focusing on key friction points in the booking experience. Drop-off rates were highest during account creation and clinic selection, with many users struggling to find pricing information or reschedule appointments. Through heuristic evaluations and analytics audits, key areas were identified to streamline the booking process, making it more intuitive and efficient.
Brand and content strategy
The content and brand audit revealed that SILK’s website relied on a narrow, beauty-centric aesthetic that did not fully reflect its growing and diverse customer base. The imagery and messaging catered predominantly to female customers, despite male clients engaging with the brand. Updates were proposed to refine SILK’s visual identity to broaden its visual appeal and reflect the diversity of its customer base. Additionally, recommendations were made to adjust the content strategy to enhance clarity, and improve SEO rankings, while ensuring compliance with regulatory restrictions on medical terminology in advertising.
Competitor benchmarking
A competitor analysis provided insights into how industry leaders structured their websites and positioned their services. Best-practice approaches to navigation, service presentation, and conversion strategies, were identified as opportunities for Silk to differentiate itself. Prioritising benefit-driven messaging and strong visual storytelling had the opportunity to elevate SILK and build further brand loyalty.
Customer insights
To further ensure our recommendations were aligned with customer needs, Luminary conducted in-depth user research through interviews, in-clinic observations, and surveys. Customers highlighted the importance of a seamless, mobile-first booking experience and greater transparency around treatment pricing. Many first-time laser hair removal customers were introduced to the service through family recommendations, particularly from mothers and sisters, reinforcing the role of trust in clinic selection.
Another key finding was the deep customer loyalty towards specific practitioners, particularly in the injectables space. Many customers would follow their preferred clinician between clinics, highlighting the need for a booking system that allowed customers to select specific practitioners rather than just clinic locations.
The outcome
The discovery project delivered a clear roadmap for SILK Laser Clinics to modernise its digital presence and build deeper trust and loyalty with customers. By implementing these changes, SILK has the opportunity to create a more seamless and engaging digital experience, ensuring that customers can confidently navigate their journey from research to booking and treatment.
“The Luminary team were extremely easy to work with. Together we created modules that would improve our client experiences and each block of work had actionable recommendations to improve our clients’ experience. They took the time to understand our industry and the mindset of our clients to make quality recommendations. We’ve continued roll out improvements months later.
Keep Reading
Want more? Here are some other examples of our work that you might be interested in.
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