A one-person studio with a very short answer to “what do you do?”
StyNull builds websites for medical aesthetic practices. Med spas. Dermatology. Plastic surgery. One founder, one vertical, no account managers, no page builders, no handoffs.
The homepage calls it an embarrassingly narrow focus. This page is where we explain why.
Five rules we won’t break.
Opinionated studios have opinions. These are ours — the five we’d rather lose a project over than bend.
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We ship custom code or we don’t ship.
Every page is hand-written HTML, CSS, and the minimum JavaScript required to do the job. No WordPress plugin stack, no theme bloat, no drag-and-drop footprint. It’s the only way a site actually stays fast in year three instead of slowing to a crawl as every plugin auto-updates itself into the ground.
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Speed isn’t a feature — it’s the floor.
95+ mobile PageSpeed is the contract, not the aspiration. Every site we ship hits 95 or above on Google’s Lighthouse test on launch day. If a launched site ever scores below it, we rebuild the offending section at our cost. This is the only metric we refuse to compromise on.
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One studio. One founder. No account managers.
Every line of code and every design decision is made by the founder. No handoffs, no “your account team will circle back on Monday,” no losing the plot across six Slack channels. If you want a forty-person agency scaled to serve two hundred clients, we’re not your studio. If you want one person who will know your site better than you do, we are.
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We don’t mock up work before we’re hired.
Every hour of design time goes into the site we’re actually building. Free mockups are a race to the bottom — whoever guesses hardest on spec wins, and the work starts as a compromise. We’ll show you what we’ve already built for practices like yours. If the portfolio and a fifteen-minute call aren’t enough to earn a signature, we’re probably not the right studio for the project.
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We specialize in medical aesthetics.
Dentists, lawyers, SaaS founders, and realtors have reached out. We’ve turned them down. The patterns that make a med spa site convert — booking flow, gallery logic, membership mechanics, trust signals — are specific. A generalist can build you a website. We build the website this vertical actually needs, and we can only do that because we refuse to try to do everything.
Why medical aesthetics, specifically.
Most med spa websites are bad in predictable, fixable ways.
They’re built on GoDaddy, Wix, Squarespace, or a 14-plugin WordPress stack. They load in five to seven seconds on mobile. The booking button either doesn’t work, opens a differently-styled booking portal that breaks the brand, or is buried three clicks deep. The hero photo is stock imagery that also appears on at least three other practices’ sites in the same city. Google ranks them below competitors who aren’t better — just faster.
None of this is because med spa owners don’t care. It’s because they’ve been sold generic templates and “marketing packages” by people who don’t understand the economics of a treatment-based practice.
Here’s what actually matters: in a med spa, one Botox appointment is worth $300–$500. One extra booked patient per week — from a site that loads fast and books easily — covers the cost of a premium website several times over. A site that converts at 2% instead of 1% on the same traffic isn’t a nice-to-have; it’s ten to twenty extra appointments per month.
We spend all our time thinking about that math. Not about every industry. This one.
One founder.
Sam Bjorklund. Based in Eugene, Oregon.
Background in outbound tech sales before this — two years cold-calling SaaS buyers, which turns out to be an excellent education in what makes people click and what makes them bail. The same instincts that sort a prospect in twenty seconds on a phone call sort a visitor in the first three seconds of a homepage load.
The stack is Astro on Netlify with a Cloudflare edge. Hand-coded, TypeScript where it helps, Tailwind for a design system that stays consistent across twelve pages. Stripe for billing. Boulevard, Vagaro, Mangomint, or Acuity for booking — whichever you already use.
Every site ships from Eugene. Every call is with me. Every line of code is mine. If you email sam@stynull.com, you’re emailing the person who builds your site.
The process, in five steps.
- Step 1
Fifteen-minute discovery.
We screen-share your current site. I run it through PageSpeed, walk through the booking flow on mobile, and point out three to five specific conversion leaks. No slides, no deck. You leave the call knowing what’s broken whether or not you hire us.
- Step 2
Proposal and agreement.
You get a fixed-scope contract within 48 hours. Standard build is 10–12 pages. Professional is 12–18. Enterprise is multi-location. Pricing is public on the pricing page — no “custom quote” gotchas.
- Step 3
Design. Two weeks.
Two revision rounds on the homepage and interior page templates. We don’t write a line of production code until you’ve signed off on the design direction.
- Step 4
Build. Two to three weeks.
Hand-coded from the approved designs. Booking integration. Schema markup. 95+ PageSpeed verified on the staging URL before you ever see the handover.
- Step 5
Launch.
Site goes live. DNS flipped. Old site archived if you want a backup. Thirty days of post-launch support included on every tier.
Full build cycle: four to six weeks from signature to live.