WHINSTONE Beauty — beauty boutique website

Most salon websites are a price list with a photograph on top. The brief here was the opposite: build the site a boutique would have if it were treated like a brand — a filmed hero, real editorial writing, treatments explained properly rather than listed, and a booking journey that goes somewhere instead of dead-ending on a phone number.

Deep aubergine and oxblood against porcelain and warm plaster, with Baskervville for the display type and Inter for everything that has to be read. The palette is unusual for the sector — beauty sites default to blush and gold — and it is what makes the boutique read as considered rather than clinical.

The homepage opens on a silent, looping film rather than a static photograph. Desktop and mobile get separately encoded cuts — a 1920px WebM and a 1080px one — so a phone never downloads a desktop film, and a poster frame carries the first paint while the video arrives.

Every treatment has its own page: what it is, who it suits, what to expect, how long it takes, what the downtime is, and the questions people actually ask. Each one carries its own structured data, so search engines can read the service and the price range without guessing.

The results page uses draggable comparisons. The hard part was honesty: a before and an after are only meaningful if the person, the angle, the lighting and the expression are identical, and a pair generated independently never is. Each “after” was derived from its own “before” so that everything except the skin stays fixed.

Every Book now on the site — and there are several — opens the same six-step booking form, carrying the chosen treatment with it. Steps keep their answers when you go back, every field is labelled, and the whole thing is keyboard-operable. As a concept build it deliberately transmits nothing: there is no form action and no endpoint, so nothing a visitor types can leave their browser.

• 17 routes, every one indexable, each with a unique title, description and self-referencing canonical
• A sitemap generated from the route table itself, so it cannot drift out of step with what was built
• Local business, service, breadcrumb and FAQ structured data
• HTTPS forced, www folded into the bare domain, and trailing slashes normalised — one address per page

Lighthouse on the live site returns 100 for SEO, 100 for accessibility and 100 for best practices across the site, with performance between 91 and 100 and cumulative layout shift of zero. It is a static build — no database, no page cache to go stale.

The build has its own test suite: every route is checked at six widths for horizontal overflow, crawled for broken links, audited with axe, and rendered with JavaScript on, JavaScript off and reduced motion enabled — because a reveal animation that never fires is an invisible page, not a subtle one.

No invented telephone number, street address, reviews, ratings, awards or qualifications appear anywhere on the site or in its structured data — the build fails its own audit if any of them creep in. The last line of the footer says plainly that it is a concept website designed and built by SR7 Web Design.

A 42-second film of the finished site, with an original score written for it. It is rendered frame by frame rather than screen-recorded — every scroll position, the hero film’s playhead and the before-and-after divider are composed for each frame — so the motion is smooth and identical on every render. It is captioned throughout, so it reads with the sound off.

A seventeen-page boutique website that loads immediately, reads like it was written by someone who had been in the room, and scores full marks for accessibility and search. There are no booking figures here, because there is nothing to book. What there is, is the site itself — live, fast and complete.