Client OS · Internal Notes
Victoria Kortsenshteyn
Internal only — not shared with the client
Everything learned in discovery, organised by the strategy decision it feeds. Capture freely during and after the call, this becomes the brief for colors, sitemap, and positioning.
01
Snapshot
Feeds: Positioning & scope- Who is she, the short version of her story?
- What's the business, in her own words?
- Goal of this project: solving what, and why now?
- Languages: which of Hebrew / Russian / English does the new site speak, and which do we work in?
- How much time and energy will she put into this?
- Jerusalem-based; treats clients out of guesthouses in the Ein Karem area, not from home.
- LANGUAGES RESOLVED: the site is Hebrew-first, with a clean English translation. Russian is set aside — most of her audience speaks Hebrew. We build Hebrew properly, then translate; Ido drafts and translates so the language barrier never blocks the work.
- GOAL: move the business from one-off sessions toward packages and longer-term client relationships, and be found on Google for the Jerusalem area.
02
The work
Feeds: Treatments page & sitemap- Full treatment menu: each one, how long, the price.
- Is Tuina offered now, or something she's building toward?
- Gift cards: sell them online?
- Anything seasonal worth a push (holidays, gifting)?
- POSITIONING RESOLVED: medical massage stays the foundation; the newer Tuina-informed technique is the deepening method, not the headline. We lead with the experience — deep, regulating therapeutic bodywork and a fully hosted encounter — not with the word 'Tuina'.
- Treatment character: deeply regulating and grounding. The work settles the body and nervous system, addresses pain rooted in stress and tension, and gives genuine deep rest. Calm and alive, not energising.
- Format: single sessions of about 65 or 80 minutes (the old 90-minute session now feels too long), plus a series / package model she strongly prefers for deeper work and retention.
- Gift cards: YES — framed as buying a treatment as a gift for someone else, kept to a single session and made simple. The current Wix flow is confusing.
- Menu and prices delivered: single sessions are Rest & Release (65 min, ₪366) and Deep Restorative (80 min, ₪444); packages are the Grounded Care Series (5×65, ₪1,688) and the Extended Care Journey (5×80, ₪2,088). Gift cards mirror the two single sessions (₪366 / ₪444). Names are warm and outcome-led, not technique-led, which fits the positioning.
03
Audience
Feeds: Messaging & structure- Typical client: age, language, what they come for.
- Their pain points, what finally makes them book.
- What makes someone hesitate (objections)?
- How do they find and book her today?
- Core client: grounded people, roughly 45 and up, open to deep bodywork. Younger clients tend to appreciate the depth less or find it too intense. The real common thread is often the pain or problem they arrive with, not their age.
- What brings them: chronic stress and tension, or acute pain (like lower back) that signals a need to reconnect with the body. They're looking for deep rest and a sense of being looked after.
- What makes them book: word of mouth after a genuinely profound experience — not a casual referral. So the site's job is to convey the depth and the care before they ever arrive.
- Where they come from: the moshavim around Jerusalem — Ein Karem, Givat Ye'arim, Beit Zayit, Ora — within about 20 minutes. People in central Jerusalem hesitate to travel, so location and the journey are worth addressing head-on.
04
The edge
Feeds: Uniqueness & hero- Why do clients choose her over a clinic?
- What should someone feel in the first five seconds?
- The Ein Karem space: what makes being treated there special?
- Credentials and training that actually matter to clients.
- Self-positioning: she hosts a full therapeutic encounter — table prep → intro conversation → the treatment itself — not just 'giving a massage'.
- Has a new hi-res photo set shot through that whole arc, at a guesthouse where she works (linked above). Strong story asset for Home + About.
- The signature, confirmed on the call: the hosting (אירוח) and the after-treatment rest. She steps out and gives the client real quiet to integrate. Few competitors do this — it's the heart of the hero and the About page.
- The setting is part of it: a green, calm artists' compound with easy parking — the arrival itself starts the treatment.
05
Taste & references
Feeds: Colors & style direction- Competitors or similar practitioners she's aware of.
- Two or three websites she loves, and what she loves about them.
- Words for the feeling she wants (calm, premium, warm…).
- Anything she definitely does not want?
- Has past Hebrew SEO keyword research (linked) she never acted on — feeds the 'found on Google' goal and the Hebrew SEO engine. Useful directional signal (medical-massage terms carry real volume at low competition), but provenance is unknown, so treat the numbers as a starting point and re-validate before we build the SEO plan around them.
- Feel she's drawn to: grounded, deep, calm and alive — warm rather than clinical, and not empty spa-quiet. 'Reawaken' means reawakening awareness of the body, not energetic stimulation. Her own words for the direction: soft, feminine, warm Jerusalem, spiritual, natural, deep.
- She loves browsing beautiful sites and noticed what works: a page that explains the value clearly, answers the real fears (a proper FAQ), and never buries the price.
- Inspiration she submitted (2026-06-18): Adam Sessler studio (loves the site, fonts, favicon — a type/detail eye), Tomer's bakery / lehemtomer.co.il (refined, big confident headline, warm product photography), and Yoko Kitahara's minimalist Jaffa spa (her words: clean, quality, minimalist, deep — the strongest single signal). Plus two field colleagues: ayeletco.com/therapy (warm, botanical, soft-feminine, decorative Hebrew headlines) and shevet.me (dark, cinematic, dramatic — the outlier).
- Synthesis of the references (feeling, not surface): warm minimalism, generous negative space, natural materials (plaster, clay, wood, linen), and typography as the hero. She judges craft at the micro level (fonts, favicon), so build details must be impeccable. Shevet's dark drama is the one reference to admire but not follow — it contradicts the clean/light throughline of the other four. Her own brand assets confirm the same warm cream/gold/clay palette.
- Also added as a reference: an older studio branding deck she may have made with a designer (לפגישה.pdf, Studio PrimaMateria) stating 'soft, feminine, warm Jerusalem, spiritual, natural, deep'. Unverified that she still likes it — treat as a directional data point, not a brief.
06
Strategy implications
Feeds: Colors · Sitemap · Uniqueness · Copy- Color direction →
- Sitemap shape, the pages →
- The one-line angle that's hers alone →
- Open decisions to resolve before design →
- STYLE RESOLVED and reconfirmed by her own brand: the register is grounded depth — warm, calm and alive, not energising and not empty spa-quiet. The discovery call corrected our earlier guess that the Tuina pivot meant 'awakening / vitality'; her own emphasis is regulation, deep rest and reconnection. Her existing brand assets (cream, gold, clay on charcoal) match our palette and add two notes to fold in: softly feminine and quietly spiritual. Palette and copy lean into earthy, grounded warmth on the calm/premium base.
- Angle that's hers alone: the hosted encounter and the after-rest — being truly looked after, with deep work that resets the body. Lead the hero with that feeling, not with technique names.
- Sitemap: the spec pages hold (Home, About, Treatments, Gift Cards, Contact & Booking). Treatments needs room for a series/package model and a real FAQ; the gift flow is 'a treatment as a gift for someone else'.
- Languages resolved before layout: Hebrew-first, English translation, no Russian.
- Open scope item: replace the current PayMe/Isracard checkout (high fees, English-only, likely costing bookings) with a simpler, cheaper payment flow — Ido to research.