There are things on the site that need attention, and a few of them are costing orders today. The first job is to list them, then put them in order. Everything below is meant to get us to that list quickly, so decisions are made against something real rather than an impression.
What we have noticed so far
From a quick look at the site only, with no backend access yet. Each of these needs confirming.
- Registration links are broken. The links asking a professional to register or request approval to see pricing, including those on category and product pages, lead to a form that is no longer in use. This is the entry point for every new esthetician who finds the brand, so it is the first thing we would fix.
- Orders sometimes need to be entered by hand. Something in the order path is failing, and the manual entry is the workaround rather than the problem.
- Discontinued products can still be ordered. Which means someone has to call the customer afterward to explain.
- The site is slower than it should be. Likely a combination of hosting, plugin overlap, and speed tooling that may be reporting better numbers than visitors actually experience.
- Plugins have accumulated. The site has passed through several hands, and that usually leaves duplicated and abandoned plugins behind.
- Customer information lives in three places. WooCommerce, Klaviyo, and QuickBooks, with no single record of an account and no shared view of who is where in the process.
- Klaviyo is likely underused. It is being paid for and it can do considerably more than it appears to be doing today.
What we would be aiming for
- Streamline operations. Fewer manual steps between an order being placed and an order being done. The goal is that nothing routine requires a person.
- Pull professionals through the process. From first visit, to registration, to approval, to first order, with Klaviyo doing the following up automatically at each stage rather than someone remembering to.
- Automate and simplify wherever it is worth doing. Not everything should be automated. The ones that repeat daily should be.
- Make the operation visible. Who is buying, what is selling, and which accounts have gone quiet, available to whoever needs it rather than held in one person's memory.
- Do it without disrupting what already works. Sales are happening today. Nothing should get in the way of that while it is being improved.
How we would start
First
Get access
Enough to look properly rather than guess from the outside.
Then
List everything
Every issue we find, plus everything already known on your side.
Then
Put it in order
Sorted by what it affects against what it takes to fix.
Then
Start at the top
Agree the first few items and begin, with the list staying live.
What would be helpful
Access
- FTP access
- A temporary WordPress user
- Hosting account access, if available
- Google Analytics
- Klaviyo
- A test professional account, or permission to create one
Information
- The list of known bugs and recurring problems
- A conversation about how QuickBooks is being used
- Who to contact for day-to-day questions
- Whether a staging or test site exists
- Whether any previous developer still has access
Questions for the team
Answers to these shape the list. Rough answers are fine. We are trying to find the friction, not audit anyone.
Orders
- How often does an order have to be entered by hand, and what usually goes wrong first?
- How much of the week goes to order entry and correcting problems?
- What happens today when someone orders a discontinued product?
Professionals & registration
- What happens now when a new esthetician wants to open an account, start to finish?
- How are applications reviewed and approved, and by whom?
- Do you hear about people who tried to register and could not?
- What happens after approval? Is there follow-up, and is it manual?
Customers & Klaviyo
- Where is account information kept today: notes, spreadsheets, email, memory?
- What is Klaviyo currently being used to send, and how often?
- If someone needed a customer's history tomorrow and you were unavailable, where would they look?
Invoicing
- What is QuickBooks used for day to day, and who else uses it?
- Who prepares the year-end books, and what do they work from?
- How do resale certificates and tax-exempt professional accounts get handled?
Where we can help
Not all at once, and not all necessary. Listed so you know what is available as priorities emerge.
Operations & systems
AutomationRemoving the manual steps that repeat every day.
Connecting systemsGetting the store, email, and accounting to talk to each other.
CRM setupChoosing and setting up something small enough for a team of three.
Business intelligenceAll the data feeds in one place, so the operation is visible.
FulfillmentConnecting a fulfillment partner when volume justifies it.
Site & content
Site speedFinding the real cause rather than the usual suspects.
Design & user experienceA site that guides a visitor rather than waiting for them.
Content & training libraryPublishing presentations and video without needing a developer.
Maintenance & securityUpdates, backups, and someone actually owning the site.
Reaching more professionals
Email marketingKlaviyo flows that follow up without anyone remembering to.
AI assistantChatBase on the site, answering product questions. Quick to set up.
Trade press & PREarned coverage in esthetician and oncology publications.
Trade media placementPublication email lists, banners, and sponsored webinars.
Search & findabilityBeing found by estheticians looking, including inside AI answers.
Ways to work together
Flexible Marketing Account
Accounts start at $5,000
Money is placed on account. We estimate and prioritize tasks together, and the cost of each is drawn against the balance as it is completed. You approve before anything starts, and the balance is topped up only when you choose to. An opening balance covers the review of the site and the first round of fixes, enough to get the immediate problems resolved and see how the work goes. This suits a list where the order may change as we learn more, which is where this is likely to begin.
Monthly program
From $3,500 per month
A set monthly arrangement that brings us on as an ongoing extension of the team, with continuous work across the site, systems, and marketing rather than a list of repairs. This tends to make sense once the immediate fixes are behind us and the need becomes ongoing rather than corrective.
Either way, you have someone to call. A small team without a technical person on staff usually loses more time to not knowing who to ask than to the problem itself. A link stops working, an update goes wrong, an email quits sending. Part of what both arrangements buy is a number to call and someone at the other end who already knows the site and the systems connected to it.
Plugin licenses, subscriptions, hosting and media costs are billed at cost and paid directly by Anna Lotan USA.
Next step. A short call with whoever knows the site and the order process best. With access and the bug list in hand, we can have the prioritized list back to you quickly. From there, the decisions are yours to make in whatever order suits.