Case Study · Wellness Vertical · Pilot

Case Study · Wellness

Boise Healing Massage.

Solo wellness practice. Pilot client and SCS wellness vertical testbed. Phase 1 system shipped May 2026.

By Michael Bonocore, Founder · Sawtooth Creative Systems

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Client Snapshot

The practice, the owner, the engagement.

Practice

Solo wellness, deep tissue and therapeutic massage, Boise, Idaho.

Owner

Laura, licensed massage therapist, 10+ years.

Engagement

Pilot. Wellness vertical testbed. Disclosure: Laura is the founder’s partner. Work is real, scope is honest.

The Situation

A practice running on willpower and a 2019 website.

When Laura and I sat down to audit the practice, the picture was familiar to anyone who has run a small business alone. The website was a WordPress site from 2019 that had not been touched in years. Booking happened over phone calls and text messages, which Laura returned between sessions. Customer records lived in her head, and on a few sticky notes near the desk.

"Most wellness practices look like this. The owner is doing the work AND the operations AND the marketing. There are not enough hours."

There was no SEO to speak of. No schema markup. No automation of any kind. Mobile Performance scored in the high 60s. Reviews trickled in when clients remembered, and there was no system to ask for them. Marketing was whatever Laura could fit in on a Sunday evening, which meant marketing rarely happened. Every part of the practice depended on Laura being awake, in the room, and answering the phone.

This is not a knock on Laura. This is what a practice looks like when one person is doing the work, the operations, and the marketing at the same time. It is the default state of a solo wellness business in 2026. It is also exactly the kind of work that an AI-powered system can take off her plate.

The System

Two halves of a wellness practice. One connected system.

Same Two Halves frame the studio applies to every client, fitted to a solo wellness practice. Phase 1 shipped first, because the storefront is what new clients touch on Tuesday morning. Phase 2 lands later in 2026, when the back office systems mature.

Hands at work on a laptop with the new BHM site rendered. Notebook beside, daylight from a north-facing window.
Phase 01 · Storefront Live

Customer-facing systems shipped May 2026.

  • Website rebuild. Modern WordPress site, mobile-first, conversion-optimized. Same domain, kept Laura's existing identity.
  • SEO content expansion. Homepage 143 to 931 paragraph-only words. Services page 254 to 676 words. About page 244 to 368 words.
  • Schema markup live across the site. FAQPage schema on the homepage with five questions. Service schema on three modalities. Person and AboutPage schema on the bio. BreadcrumbList everywhere.
  • Performance optimization. Mobile Performance score 67 to a 91 peak after the May 10 hero rebuild. LCP 6.2s to 2.9s. TBT 430ms to 0ms. CLS 0.022 to 0.003. Cloudflare CDN active.
  • Booking integration. Acuity Scheduling configured for new client intake and returning client rebooking.
Boise Healing Massage homepage on desktop after the rebuild: hero with wildflower photograph, primary CTA, services grid, testimonials, footer.
boisehealingmassage.com · desktop
Boise Healing Massage homepage on mobile after the rebuild: stacked hero, CTA, service cards.
boisehealingmassage.com · mobile
Phase 02 · Back Office Planned · Late 2026

AI-powered operations, planned for late 2026.

  • AI customer service. Bland AI or Vapi phone agent answering after-hours calls and triaging.
  • Customer records (CRM). Sawtooth-built CRM template configured for solo wellness intake notes and visit history.
  • Automated review requests. Trigger after every visit, route to Google Business Profile.
  • AI-assisted invoicing. Sawtooth Books template adapted for wellness pricing and client billing.
  • Automated marketing. Mailchimp sequence for new-client welcome and lapsed-client win-back.

Outcomes · Phase 01

Six weeks of work. Real numbers.

01 · SEO Depth

+550 %

Homepage Content Expansion 143 to 931 paragraph-only words for SEO depth.

02 · Performance

91

Mobile Performance Score (peak) From a 67 baseline to a 91 mobile peak after the May 10 hero rebuild. LCP cut from 6.2s to 2.9s. CLS 0.022 to 0.003. TBT zeroed. Desktop 93.

PageSpeed Insights mobile result for Boise Healing Massage: Performance 86, Accessibility 100, Best Practices 100, SEO 100.
PageSpeed Insights, May 10 2026
03 · Structured Data

5

Schema Types Live FAQPage, Service, Person, AboutPage, BreadcrumbList. Every page validated.

Google Rich Results Test passing for FAQPage, Service, Person, AboutPage, and BreadcrumbList on boisehealingmassage.com.
Google Rich Results Test, May 10 2026
04 · Discoverability

934

Search Impressions Organic search impressions in the 28 days after the SEO content expansion and schema rollout shipped. Source: Google Search Console via Site Kit, May 10 2026.

Phase 2 outcomes will land in late 2026 once the AI back-office systems ship.

How We Work

The same five steps every client gets.

No special treatment because Laura is the founder's partner. The pilot ran the studio's standard five-step engagement, start to finish, the same way the next paid wellness client will.

Discovery Call

Laura and Michael walked through how the practice runs day-to-day, where time was leaking, and what a system would unlock. Two hours, one notebook, no pitch.

System Design

Two-phase plan agreed before any code: storefront first to capture new clients, back office second once the storefront stabilized. Scope, surfaces, and dependencies written down.

Build, Configure, Launch

WordPress rebuild, content expansion, schema rollout, Cloudflare CDN, async font loading, Acuity integration. Site flipped over a weekend with no downtime to existing clients.

Training

Live walkthrough of the new admin, the booking flow, the schema validator, and the analytics view. Written guide for the three tasks Laura touches weekly.

Ongoing Management

Monthly performance audit, schema validation, content refresh, and a direct line for questions. Phase 2 build queued behind the same monthly cadence.

Disclosure

The honest paragraph.

Boise Healing Massage is the active wellness vertical testbed for Sawtooth Creative Systems. Laura is my partner. I built and shipped the Phase 1 system at no cost to her practice in exchange for using the build as a portfolio piece and a vertical playbook. The systems are real, the outcomes are real, the disclosure is real. Phase 2 will ship the same way. When the first paid wellness client signs, the next case study will not need this paragraph.

Michael Founder · Sawtooth Creative Systems

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