Meet the client
Chez Coco Esthétique is an advanced esthetics clinic on Promenade Fleury in Ahuntsic, Montreal. The menu spans laser hair removal for all skin tones, microneedling, facials, body treatments, makeup, and Slimwave, with bookings handled through Fresha.
The site runs on a WordPress child theme built by SIB. SIB's mandate covers the site redesign, an entity-first SEO audit, ongoing analytics, and server monitoring, so the storefront matches the clinic's advanced-esthetics positioning today.
The starting point
Before the redesign, the site's technical foundations were already solid: unique titles and descriptions, canonicals, Open Graph tags, fr-CA hreflang, and LocalBusiness, MedicalBusiness, BeautySalon, and FAQPage schema, with a clean sitemap and robots file. An entity-first SEO audit confirmed those foundations still left room to grow. Bookings run through Fresha, off-site, and the clinic had no contact form of its own on its pages.
What we found
The phone field in the JSON-LD markup was empty.
Search engines had no machine-readable number for the clinic's listing.
The FAQ covered only a handful of topics, and some pages had no Service schema.
Common client questions went unanswered on the site, and the missing markup limited how Google could read those pages.
The body-treatment and makeup pages stayed thin, with no blog and no page dedicated to Ahuntsic or Promenade Fleury.
The site had little topical or neighbourhood content to rank on in local search.
The site still used "beauty salon" and "institut" wording, and some testimonials and before/after photos weren't verifiable.
The clinic's real positioning is advanced esthetics, and unverifiable content is a trust and compliance risk.
Bing's crawler was spending most of its budget on redirects instead of live pages.
A crawler stuck on redirects indexes the pages that actually matter to the clinic less effectively.
What we did
conception-web
- Shipped a full redesign on a WordPress child theme built for the clinic.
- Repositioned the brand as advanced esthetics, dropping "beauty salon" and "institut" wording.
- Replaced generic photos with real clinic photos, and swapped unverifiable testimonials and before/after pairs for a link to real Google reviews and real interior photos.
- Added the clinic's real laser promo pricing and founder bios for Céline Iziraren and Jazmine Peleytay, structured as Person schema.
- Softened absolute claims, replacing a promise of permanent hair removal with language about lasting results.
- Fixed a batch of QA bugs, including a mobile nav overlay, invisible reserve-button text, and a price-table overflow on small screens.
- Installed self-heal server monitoring so nginx and PHP-FPM restart automatically during an outage.
- Added first-party analytics (PostHog) to track the handoff to the clinic's Fresha booking system.
seo-montreal
- Ran an entity-first SEO audit and applied the FAQ and schema recommendations the same day.
- Connected the site to a blog-draft pipeline, where drafts wait for the owner's review before publishing.
- Ran a Bing Webmaster Tools audit to check the site's crawl health.
SIB ran an entity-first audit, then shipped a redesign that repositions the clinic as advanced esthetics and replaces unverifiable content with real proof. The same redesign also cleared the site's technical debt. Server monitoring and first-party analytics now provide ongoing visibility, and the site is connected to a blog content pipeline to build topical authority over time.