Website & Marketing Audit — Findings

Pre-launch snapshot · Sections 1–8, 14 · Internal working document

Executive summary. The public site is currently in coming-soon mode — a single conversion goal (giveaway email capture) with the full service/booking/pricing catalog gated behind post-launch redirects. That is the correct posture for a pre-open brand, but it means most audit sections about "conversion to booking" don't apply until launch. The audit surfaced 9 issues: 6 fixed in this pass, 3 flagged for post-launch. No blocking errors. Below, each section notes whether it applies now, waits for launch, or is out of scope for a code-side audit.

Findings Summary

Issue	Severity	Section	Status
Phone number in footer not tappable (no `tel:`)	P1	5 · Mobile	Fixed Added `tel:+18338145864`
Email in footer not clickable (no `mailto:`)	P1	5 · Mobile	Fixed Added `mailto:`
Address in footer not linked to Maps	P2	5 · Mobile	Fixed Google Maps deep-link added
Missing OG image → blank social share previews	P1	6 · SEO / Social	Fixed Wired to hero-1200.jpg + twitter:card
Schema was generic Organization, not LocalBusiness	P1	6 · SEO	Fixed Upgraded to BeautySalon/NailSalon with priceRange, hours, geo
og:url pointed to dead /coming-soon.html path	P2	6 · SEO	Fixed Now canonical /
Homepage footer missing Refund, Accessibility, Photo Release links	P2	8 · Brand / Legal	Fixed Added to cs-legal row
No apple-touch-icon → poor iOS home-screen bookmark	P3	5 · Mobile	Fixed SVG data-URI icon added
No theme-color meta → mobile browser chrome not branded	P3	5 · Mobile	Fixed #9a6f35 (Lumi gold)
No booking system integrated (site is pre-launch)	P1	3 · Booking funnel	Post-launch By design; requires launch of booking vendor (Boulevard / native)
Hero image ~1.9 MB (hero-1920.jpg) — check page speed on 3G	P2	5 · Mobile	Verify Run PageSpeed Insights; AVIF preload is in place, may already be fine
Google Business Profile status unknown	P1	6 · SEO / Local	Verify Owner action — see Section 6 below

Section 1 — Navigation & Critical Questions

Applies now: partially. The coming-soon site has no nav bar — it's a single scrolling page with logo + Instagram link + chat widget. That's an intentional pre-launch choice.

Question a visitor asks	Answered within 10 seconds?
What services?	Yes — hero paragraph names nails, medspa, aesthetics; "What Awaits" section lists 4 categories above the fold
What's the price?	No — intentional (no pricing on coming-soon)
How do I book?	No — booking not open. Waitlist / giveaway is the CTA
Is this place legit?	Partial — "Lumi Difference" section, brand names (BABOR, iS Clinical, HydraFacial). No founder story on coming-soon (About page is redirected to /)
Where are you?	Yes — address in footer + hero eyebrow "Chicago's South Loop"
What happens first?	Yes — chat widget openings + "Private Preview" and "Giveaway" sections signal the first-touch experience

Section 2 — Home Page Effectiveness

Hero: preloaded AVIF with jpg fallback across 4 sizes. Clean, on-brand, on-message.
Headline "Something Beautiful Is Coming": mood-first, not benefit-first. Fine for pre-launch; would benchmark differently against a "Book luxury Russian manicures in South Loop" post-launch headline.
Primary CTA: "Enter to Win" is prominent and above-the-fold on scroll. Only asks for email — low friction.
Value prop: "Precision. Intention. Radiance." — evocative, matches luxury positioning.
Services overview: 4 clear pillars (Russian nails, Clinical skincare, Medical aesthetics, Brows & lashes).
Team credibility: gap. No founder photo or bio on the coming-soon page. Consider adding a single Leticia headshot + one-line credential above "By Invitation Only".
Social proof: none on coming-soon (no reviews yet). Placeholder "Follow @luminailsandmedspa_chicago" fills the gap. Post-launch: add rotating 3-star Google-review widget.
Location + parking: address present, no parking guidance. Add a one-liner: "Street parking + garage at 2100 S. Michigan (2-min walk)."
Hours + contact: phone + email in footer (now tappable). No hours displayed — reasonable for pre-launch; add at launch.

Section 3 — Booking Funnel

Post-launch item. No booking flow exists yet. When you go live, the audit checklist:

Book-Now CTA visible in nav on every page (Boulevard/Fresha widget or native)
Under 5 clicks from homepage to confirmed appointment
Guest checkout allowed (no forced account creation)
Mobile-first — 60%+ of bookings will come from IG on iPhone
Card-on-file required only for MedSpa deposits (not everyday manis)
Confirmation SMS + calendar attachment fires within 60 seconds

Section 5 — Mobile Experience

Tested at 375×812 (iPhone 12/13/14) in the audit browser.

Viewport meta present with viewport-fit=cover — good for notched devices ✓
Hero renders crisp, headline breaks cleanly at three lines ✓
Chat widget bottom-right, does not obstruct CTAs ✓
Font weight 300 for body — legible at 16px+, but "Something Beautiful Is Coming" hero uses Cormorant thin 300, which on some Android devices renders too faint. Consider bumping hero to weight 400.
Footer phone/email/address are now tappable / clickable ✓ (fixed)
Apple-touch-icon added (fixed) — home-screen bookmarks now show the Lumi mark, not a screenshot
Theme-color #9a6f35 now paints the mobile browser chrome bar in Lumi gold on Android/Chrome (fixed)
Action: run pagespeed.web.dev/analysis?url=luminailsandmedspa.com on mobile. Target LCP < 2.5s. If the hero AVIF preload does its job, this should pass.

Section 6 — SEO & Search Visibility

On-page SEO — fixed this pass

Schema upgraded from generic Organization → [BeautySalon, NailSalon, HealthAndBeautyBusiness] — Google can now show Lumi as a local business with hours + price range + geo
Added openingHoursSpecification (Tue–Sat 9a–9p), priceRange ($$$), currenciesAccepted, paymentAccepted, hasMap
Added og:image, og:image:width/height, twitter:card, twitter:image — social previews (IG, iMessage, WhatsApp, LinkedIn) now render the hero image, not a blank card
Fixed dead og:url pointing to /coming-soon.html
Added theme-color and apple-touch-icon

Post-launch keyword priorities

Keyword	Intent	Priority
russian manicure chicago	Category-defining, low competition	P1
efile manicure chicago south loop	Long-tail, very buyable	P1
medspa south loop chicago	Category, higher competition	P2
hydrafacial south loop	Branded procedure, competitive	P2
botox chicago south loop	High-value, very competitive	P3 (paid, not organic)
luxury nail salon chicago	Brand positioning	P2
brow lamination chicago	Growing search, low competition	P2
chicago nail salon near me	Local-intent, needs GBP	P1 (via GBP, not on-page)

Google Business Profile — owner action required

Claim at business.google.com. Category: "Nail Salon" primary + "Medical Spa" secondary.
Add all photos (interior, exterior, team, before/afters). GBPs with 100+ photos see 2–3× more calls.
Set opening date so Google shows "Opening [Date]" in the local pack.
Enable messaging + booking button (link to booking system when live).
First reviews: request from the Founding 100 members and Private Preview attendees within 48 hrs of their visit.

Section 7 — Competitive Benchmarking

Out of scope for code audit. Recommend spending 90 min manually rating each: Rescue Spa (River North), Allyu Spa (River North), Halo Salon & Day Spa (South Loop), Sarah Rania Nails (Lincoln Park) on:

Dimension	Weight	Notes
Design/positioning	20%	Lumi's obvious strength — most local salons feel dated
Pricing transparency	10%	Publish or don't? Both work — decide before launch
Review count & rating	25%	Lumi starts at zero. Priority driver of local pack ranking
Booking friction	15%	Sub-5-click flow beats most competitors on mobile
Service breadth	10%	Nails + skin + medspa under one roof is differentiated
Instagram engagement	10%	Reels + carousels > static posts. Weekly cadence minimum
Local SEO	10%	GBP category + reviews + citations

Section 8 — Brand Positioning & Messaging

Luxury communicated: yes. Cormorant Garamond serif, generous whitespace, muted cream/gold palette, hero of a serene subject, copy that leans into craft language ("precision", "intention", "artist's eye").
Palette match: confirmed. Champagne cream #F8F4EE, gold #9A6F35, ink #2A2622 — consistent across pages.
Typography match: Cormorant Garamond (headings) + Jost (body), both loaded from Google Fonts with proper preconnect. ✓
Founder story: not on coming-soon. About page has it but is redirected to /. Consider a 2-sentence Leticia intro in the coming-soon "Difference" section — luxury buys people, not brands.
Tagline: "Where precision meets luxury" is present in footer. Consistent with body copy. On-brand.
Value props are specific — 4 numbered points call out Efile method, hygiene protocols, brand partners (BABOR/iS Clinical/HydraFacial), boutique scheduling. Good.

Section 14 — Immediate Fixes (Priority 1) — Status

Priority 1 item	Status
Booking works, no errors	N/A — no booking on pre-launch site (post-launch item)
Pricing visible	Intentionally hidden pre-launch
Phone works (tel: link)	Fixed
Email works (mailto: link)	Fixed
Mobile loads clean	✓ Verified at 375px; hero + CTA render correctly
Chat widget wording current	✓ "Later this year" (previously said "September")
Legal footer complete	Fixed Refund + Accessibility + Photo Release added
Social share previews render	Fixed OG image + twitter:card added
Local business schema	Fixed BeautySalon/NailSalon + hours + priceRange

Sections Not Assessed (Out of Scope for Code Audit)

These need business data or external accounts I can't reach from the codebase. Recommend running each separately:

Section 4 — Conversion rate analysis: needs Google Analytics 4 installed and 30+ days of traffic. Site does not appear to have GA4 loaded. Recommend installing GA4 before launch.
Section 9 — Review management: requires Google Business Profile access + Yelp/Facebook check.
Section 10 — Social media: requires Instagram Insights / Facebook Business Manager.
Section 11 — Email marketing: Klaviyo integration exists (per submission-created.js) but list size, open rate, and automation flows are inside Klaviyo.
Section 12 — Paid advertising: no pixel or ad script detected in site head. If Meta / Google ads are running elsewhere, they aren't yet firing conversion events from this site.
Sections 13, 15, 16 — Journey map / dashboard / QBR: need real bookings and revenue data.

Recommended next non-code steps (owner):

Claim & optimize Google Business Profile (30 min)
Install GA4 + Meta pixel + Google Ads tag on the coming-soon page (1 hr)
Run PageSpeed Insights and screenshot mobile score (5 min)
Verify SendGrid single-sender + domain authentication (both are needed for high inbox rate on applicant/giveaway emails)
Book competitor mystery-shop calls to time their booking funnels (2 hrs)