A laptop showing perfectlykneaded.com, a tablet showing the accompanying training manual, and a mobile phone showing the opt-in email.

Perfectly Kneaded

End-to-end client booking system

Together, we created:
  • A refreshed Wix website
  • Automated client retention emails
  • CRM migration w/ team training

An elevated spa experience

Perfectly Kneaded – a bodywork studio & spa – was in the process of elevating their brand: moving to a new space, glowing up the aesthetic, and investing in Boulevard (the Rolls Royce of CRMs in the spa world.)

It’s owner, Ellen Levine, came to me wanting…

  • An upgraded website where clients could self-book
  • Email automations to retain and nurture her clientele 
  • To integrate the site with her new CRM

“I freaking love Caitlin. I’m transitioning booking systems and she takes all the chaos in my brain and handles it with such a sense of confidence and calm.”


A refreshed website & emails

First, we gave her website a facelift, aligning it with the spacious and airy direction of her brand designer (shoutout to AÉR Media!) We also redesigned the lead capture form to be seamlessly on-brand and integrated with Boulevard so clients could book directly on the site.

Then we wrote and automated a series of welcome emails to make sure new subscribers would not only receive a welcome discount, but feel comfortable making their first appointment. (✉️ Want a sample of the emails? Just ask!)

And finally, we set up nurture emails to past customers. Happy birthday, we miss you, and appointment follow up emails all firing to the right clients at the right times keeps Perfectly Kneaded top-of-mind. The result was a completely hands off, done-for-you email marketing ecosystem.

Uh oh, a hiccup!

Originally, I was not involved in Ellen’s CRM migration – just the website and email marketing. But the migration was going off the rails and Ellen was stressed.

(And with over 2000 client profiles, 30+ services, a monthly membership program, and a rotating list of promos and more, I completely understand why!)

This was a massive migration with a lot on the line – so she tagged me in to save the day. I got to work sorting and situating all of the moving pieces, cross checking and testing the details until the migration was complete. In the end, her half-baked CRM blossomed into a client booking and retention machine.

Training? Handled!

To make sure her team felt fully supported adjusting to the new system, I created an employee training manual and a library of short tutorial videos they could refer back to at any time.

This also meant that new employees could get up to speed in a snap, significantly reducing on-site training time.

I asked Ellen: How do you feel about your new onboarding training?

“I love it. It’s a masterpiece!”

Headshot of Caitlin, smiling, wearing a striped collared shirt on a yellow background.

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