About the project
Deluxe by Bezvuliak is a massage and SPA center in Lviv with an existing multilingual WordPress website. I worked with the project over an extended period, gradually improving its user experience, booking process, website structure, custom functionality, SEO and technical setup rather than rebuilding the website from scratch.
The work covered both user-facing pages and the underlying WordPress architecture.
UX, pages and website structure
I redesigned and reworked key parts of the website, including the Massages, Prices and Certificates pages, as well as multiple sections of the homepage.
The service structure and navigation were simplified to make it easier for users to find the right massage and proceed to booking. Different massage sorting and display logic was implemented for different website sections.
The homepage was expanded and reorganized with updated service sections, popular massages, pricing information, conversion-focused calls to action, an FAQ section, a geo-focused section for massage salons in central Lviv and a team section linking users to individual specialists.
A custom 404 page and multiple interface and responsive-layout improvements were also implemented across the website.
Booking system and multilingual forms
I reworked the booking flow to reduce unnecessary steps and make service selection more intuitive.
Multilingual pop-up booking forms were created and connected to service buttons throughout the website. The selected massage was automatically transferred into the booking request, so users did not need to choose the same service again inside the form.
The booking logic, form behaviour and interface were adapted for the website’s language versions, including localized button labels and user-facing messages.
Custom WordPress development and ACF
I developed a dedicated multilingual specialists page using custom PHP templates and ACF fields.
The system included individual therapist information, structured content blocks, booking buttons, responsive layouts and editable fields in the WordPress admin area so the client could manage content without editing templates manually.
Custom ACF structures and templates were also used for massage-related content and other website sections.
The individual massage template was extended to support structured content, booking forms, FAQ sections, related content, media, certificates and structured service information.
SEO and structured data
Technical and on-page SEO improvements were carried out across the website.
This included work with Rank Math, page titles and meta descriptions, canonical URLs, indexing directives, Open Graph metadata and structured data.
FAQ Schema was implemented for relevant sections, while service pages used structured Service data with business information, location and pricing-related data. Local business and organization structured data were also part of the website’s SEO setup.
Internal structure, redirects and website architecture were reviewed and improved as the site evolved.
Analytics and technical setup
Google Tag Manager was integrated into the website to support analytics and tracking.
I also handled ongoing WordPress, PHP, ACF and frontend fixes, responsive behaviour, interface issues and content-display problems across different sections of the website.
Language structure and technical cleanup
The website initially operated in Ukrainian, Russian and English.
Later, the Russian-language version was completely removed as part of a larger technical cleanup. The process included 106 permanent redirects, removal of 116 content entries and 38 taxonomy terms, and cleanup of Russian-language references across Polylang, ACF, PHP/JavaScript code, the database, Contact Form 7, Google Reviews-related content and SEO data.
This allowed the language structure to be simplified while preserving existing URLs and avoiding unnecessary broken pages.
Result
The project evolved from a legacy WordPress website with fragmented user flows into a more structured and manageable platform with improved navigation, booking UX, responsive layouts, editable content systems and stronger technical SEO foundations.
The final setup made it easier for users to discover services and book appointments while also making the website easier to maintain and expand from the WordPress admin area.
