The Brief
An aesthetic med spa in the middle of Manhattan was taking appointments by phone and Instagram DM — which means appointments only happened while someone was at the desk. They needed the full treatment menu readable online, bookable without a call, and every new booking landing in front of a human immediately.
What Was Built
1. A treatment catalog built to scale
The menu isn't a price list — it's a structured catalog on custom post types with a two-level taxonomy: /services/{category}/{treatment} and /packages/{category}/{package}. Five treatment categories, each treatment on its own page with its own copy, price and booking CTA. Women's and men's laser hair removal run as separate branches, because they're different audiences with different search behavior. Today the site carries 70+ treatment pages on that same structure — the menu has kept growing since launch without a rebuild.
2. Booking on every page, not on one form
Amelia Booking is embedded on the homepage, the services index and every individual treatment page, so the decision and the booking happen in the same place — no bounce to a separate scheduling page. Staff calendars, the New York timezone and card payment through Square sit inside the same flow, with reCAPTCHA guarding the form.
3. A notification that reaches a person
A booking sitting in the WordPress admin is a booking nobody has seen. Every new appointment is pushed to a Telegram bot the managers already keep open, so a new slot is a phone buzz rather than a tab someone has to remember to refresh. SMS confirmation to the client was configured in Amelia on the same event; that channel has since been switched off on the client's side, so it counts as part of what was built, not as what the site sends today.
The Result
Bookings that arrive outside desk hours stopped depending on someone being at the phone.
- The treatment pages now answer the questions the front desk used to answer by hand.
- Because every treatment has its own page with its own title and heading, the catalog also works as the spa's local-search surface for geo intent — "in Manhattan," "NYC," "near me" — instead of hiding the whole menu inside one PDF-style page.
Stack: WordPress with Amelia Booking, card payments through Square, Elementor Pro on the purchased Ohio theme, custom service and package post types, Telegram bot alerts for staff, SMS confirmations configured in Amelia, GA4 and Yoast SEO Premium. This is a WordPress build rather than the headless Medusa/Next stack — it's here as proof of booking architecture and notification plumbing. Built in 2025; the client's team has continued running and extending the site since.