# Evaluation of the current facespec.com (Squarespace)

*Audited 2026-07-10, all six pages. Four independent review lenses (brand, referred-visitor
UX, copy, patient trust) — full raw findings in `../research/workflow-outputs.json`.*

## The verdict in one paragraph

The raw material is genuinely rare — an authentic Gangnam apprenticeship, a decade of NYC
ER/SICU medicine, an NYU NP degree, hospice experience, and demonstrated artistic restraint —
but the site never assembles these into a single claim. It opens with a grammatically broken
generic tagline ("Where Art Meet Wellness"), hides its best content behind accordions and a
text-only About page, offers no photograph of the provider, no booking action, and dresses a
medical practice in walk-in-medspa clothes (a page named "Menu" with ✨ emoji headers and a
leftover shopping-cart icon). For a practice whose only channel is word of mouth, the site's
one job is to confirm the story a referred visitor already heard — and it currently makes
the friend's referral sound overstated.

## What already works (preserve these)

- All the credibility raw material exists on the About page — nothing needed inventing.
- The first-person voice ("I offer a limited set of IVs. Each has a specific purpose.") is
  exactly right for a solo boutique and rare among medspa sites.
- The deliberately short service list is itself a luxury signal.
- Transparent pricing.
- The site's quietness — no popups, feeds, promotions, or funnels — is accidentally on-brand.

## Critical problems

1. **No positioning.** The homepage is four résumé-style bullets of medspa boilerplate that
   could belong to any chain. Her triad — Gangnam training + critical-care depth + artistic
   restraint — never appears as one claim anywhere.
2. **Precision errors on a precision brand.** "Where Art **Meet** Wellness" is the largest
   text on the site. "I provide **three** botulinum toxin products: Jeuveau and Xeomin" counts
   two. Price formats drift (`$350–$900` vs `$150-$250`). A visitor fairly or unfairly reads
   copy sloppiness as a proxy for clinical sloppiness.
3. **No booking path.** Zero CTAs on any page; the only conversion mechanism is a generic
   contact form with no stated response expectation.
4. **Zero photography.** No portrait, no treatment room, no entrance — the person who will
   inject your face is visually anonymous, and the practice has no visible place.
5. **The About page is the real conversion page and it's buried** — fifth nav item, one
   unstructured paragraph. Worse, it ties hospice work directly to selling IVs ("end-of-life
   care provider, where I came to appreciate the value of IV infusions"), which unsettles
   rather than comforts.

## Major problems

- **IA is medspa-chain taxonomy:** six nav items, "Botox/Skin Booster" slash label, a pricing
  page named "Menu" with ✨ emoji, a Squarespace cart icon (nothing is sold), no footer.
- **Treatment naming collides across pages:** "Skin Botox – Glow Botox Facial" (service page)
  vs "Baby Botox Facial / Skin Botox" (menu) vs "baby Botox" (described as the traditional
  low-dose technique). A reader cannot map descriptions to prices.
- **Content is hidden in closed accordions** on both service pages; the copy volume is modest
  and reads better as open pages.
- **Regulatory exposure in IV copy:** disease-treatment claims for compounded infusions
  ("insulin sensitivity", "neuropathy", "detoxifies"), "the ultimate antioxidant", no FDA
  disclaimer anywhere.
- **"Botox" used generically** while the products stocked are Jeuveau and Xeomin — never
  addressed, and the products section miscounts them.
- **No trust scaffolding:** no what-to-expect / first-visit content, no contraindication or
  safety talk, no before/after policy (and with no social media there is nowhere else to see
  her work), credentials mentioned once mid-paragraph with no certifying body.
- **Contact page is bare:** no map, no transit note, no arrival guidance, oddly spaced
  address, plain-text phone/email (not tappable).

## What the replacement does about it

See `design-brief.md`. In short: one calm scrolling page; her name and triad as the hero;
About restructured into a trust-safe arc (hospice reframed as character — "taught me to
listen, never rush" — decoupled from IV sales); one canonical name per treatment shared by
the Treatments section and the fee carte; open text instead of accordions; a single repeated
CTA ("Request an appointment"); claims rewritten to "patients choose it for…" framing with
the FDA line; a what-to-expect section including the no-social-media before/after policy;
and a Visit section with a drawn map, tappable contacts, and a personal three-field form.
