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Consolidating Two Websites into One SEO-Focused eCommerce Platform
The Client
The Skin Investment Clinic is a medical and cosmetic dermatology practice with six clinics across the UK.
Led by founder Holly Mason, the clinic specialises in acne treatment alongside aesthetics, laser, dermatology and pigmentation treatments.
We had already worked with the clinic on SEO since 2021, supporting its growth with local citations, metadata optimisation and new location pages as additional clinics opened.
The Challenge
The Skin Investment Clinic's online presence was split across two separate platforms.
Its main website contained treatment, clinic and informational content, while more than 500 skincare products were sold through a separate Shopify store.
This created a significant SEO limitation. Content about conditions such as acne existed separately from the products designed to treat those conditions. Internal links, content relevance and authority were therefore divided between two separate properties rather than contributing towards one comprehensive website.
The clinic wanted to consolidate everything into a single platform without losing its existing rankings, disrupting company email or breaking the systems used to process customer orders and bookings.
What We Did
- 1Rebuilt the existing website as a complete WordPress platform.
- 2Replaced the separate Shopify store with WooCommerce.
- 3Migrated the entire catalogue of 500+ skincare products.
- 4Preserved important product information and metadata during the migration.
- 5Created a structured product taxonomy based on product type and the skin conditions each product treats.
- 6Migrated the website's strongest-performing SEO pages while protecting their existing content and structure.
- 7Connected condition-focused content directly with relevant products through improved site architecture and internal linking.
- 8Migrated the clinic's company email to Google Workspace.
- 9Staged the email and DNS migration to minimise the risk of disruption to day-to-day communications.
- 10Integrated WooCommerce with the clinic's Pabau CRM and practice management system.
- 11Developed a custom integration allowing online purchases to flow directly into the clinic’s existing customer and booking processes.
The Results
The migration gave The Skin Investment Clinic a single platform from which to manage its website, eCommerce catalogue and future SEO strategy.
Existing high-performing content was protected during the migration, while the staged technical process allowed critical business systems such as company email to remain operational throughout the transition.
The Outcome
The Skin Investment Clinic moved from a fragmented website and Shopify setup to a single WordPress and WooCommerce ecosystem.
Bringing content and commerce together meant that condition pages, treatment information and relevant skincare products could finally support each other through a unified site architecture.
This was particularly important for areas such as acne, where the clinic already had considerable expertise and could now connect educational content, treatments and recommended products within the same website.
The project also went beyond the public-facing website. Company email was successfully migrated to Google Workspace, while a custom WooCommerce integration connected online orders with the clinic’s existing Pabau system.
The result was a simpler technical setup, a stronger foundation for topical authority and an eCommerce website designed to support the clinic’s continued growth without sacrificing the SEO value it had already built.
Want Similar Results?
If your website, eCommerce store and business systems have become fragmented across multiple platforms, we can help consolidate them into a website built around both your customers and organic search.