Simply Skin
The Work
Website Copyediting
Blog Articles
Search Engine Optimization (SEO)
The Landscape
Esthetician
Beauty / Skincare
My Role
Content Strategist
Copywriter / Copyeditor
About the Business
Simply Skin is a boutique esthetician based in San Diego, offering personalized, science-backed treatments in a welcoming, no-pressure environment. As the city’s only provider of Dermasound facial technology, they needed a website and blog presence that reflected this unique expertise — while helping new clients find them online.
From a strong message to stronger visibility
Simply Skin’s original website, which I also had the pleasure of writing, was rooted in a strong storytelling framework — helping establish a clear, client-centered message based on the StoryBrand methodology. But as the business grew, there was an opportunity to layer in a stronger SEO foundation to help new clients discover them organically.
With fresh keyword research in hand, the next phase of work focused on blending strategic search terms into the brand voice — all while highlighting Simply Skin’s unique position as San Diego’s exclusive Dermasound provider.
I provided a full website content rewrite, blending SEO best practices with Simply Skin’s approachable, knowledgeable brand voice. Each service page was restructured around keyword-driven themes, while still sounding natural, warm, and human.
In addition to refreshing the site, I developed a series of blog articles to boost organic traffic and educate prospective clients — with a special focus on highlighting their exclusive Dermasound offering and positioning Simply Skin as a trusted skincare partner in San Diego.
Same story.
Wider audience.
Lori Legaz, Owner, Simply Skin