Sample Case Study
Digital First-Impression Audit
A practical review of branding, pricing, booking, and website experience, followed by prioritized fixes a small business can actually use.
View the Audit
A Digital Glow-Up Studio
Pretty Functional Designs.
Pretty design. Functional systems. Better booking.
A digital glow-up studio for small businesses that need clearer branding, smoother booking, polished websites, and simple systems that actually work — whether you're cleaning up what already exists or launching something brand new.
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The Philosophy
Pretty Design.
Functional Systems.
Better Booking.
Most small businesses don't need more decoration. They need a digital presence that matches the quality of their work — and systems that stop costing them bookings.
The Problem
Your business looks less polished online than it actually is in real life.
You do good work. Your digital presence just isn't keeping up.
✕
Your website looks outdated, unfinished, or missing entirely.
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Your service menu is confusing, hard to read, or out of date.
✕
Your booking page doesn't guide clients clearly through the process.
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Your business card, social pages, and website don't feel like the same brand.
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Clients keep asking the same questions because the basics aren't clear.
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Your systems are scattered across screenshots, notebooks, notes apps, and memory.
Branding Cleanup
Get your colors, fonts, voice, and visual identity consistent across every place clients see you.
Service Menus & Packages
Menus clients actually understand, plus service and product bundles that add value to every visit.
Inquiry & Consult Forms
Forms that pre-qualify clients, capture the right info, and replace the back-and-forth.
What I Do
Practical glow-ups for the whole client-facing side of your business.
From the first impression online to the booking flow to the internal systems behind it.
Websites & Refreshes
Clean, mobile-friendly websites and landing pages built around clarity, trust, and bookings.
Booking Flow Cleanup
Streamline the steps between "I'm interested" and "I'm booked." Fewer drop-offs, fewer questions.
Business Cards & Materials
Polished business cards, flyers, promo graphics, and client-facing print materials.
Custom Mini Apps
Lightweight private dashboards, trackers, and internal tools for the parts of your business still living in screenshots.
See the Work
Clarity you can see.
These case studies show how Pretty Functional Designs turns scattered information and everyday business problems into clearer customer experiences and useful tools.
Before and After
Service Menu Makeover
A dense provider-led price list reorganized into clear service categories, consistent pricing language, and one straightforward path to booking.
View the Makeover
Try the interactive demo
Real Problem · Custom Mini-App
FreshCut Recall
A lightweight app designed to help a busy service professional remember the useful human details that make a returning client feel recognized.
See the Case StudyStudio 22 is fictionalized. FreshCut Recall is a working in-house tool shown with fictional demonstration data. No real client information appears in these samples.
Packages
Start small. Glow up at your pace.
Most projects start with an audit so we know exactly what's working, what's not, and what to fix first. Starting from scratch? The Brand Launch Package is your starting point instead.
These are ranges, not flat-rate prices. The lower end reflects the simplest version of each offer. Most projects land somewhere in the middle based on scope, complexity, and the number of pieces involved. You'll always get a clear quote before work begins.
Level 1 · Audit
Digital First-Impression Audit
$95–$150
Most audits land around $115–$140.
A focused review of your website, booking page, service menu, social presence, and client journey.
- What's working & what's confusing
- What may be costing you bookings
- Visual polish & missing CTAs
- Booking flow & service-menu clarity
- Prioritized quick-win fixes
- PDF report or short walkthrough
Most Popular
Level 2 · Makeover
Business Glow-Up Makeover
$350–$750
Most makeovers land around $500–$650.
The core package. Cleans up the parts of your business clients see first — your menu, brand pieces, booking flow, and call-to-action path.
- Service / menu rewrite & reorganization
- Brand mini-refresh
- Business card design
- Booking flow recommendations
- Social bio & CTA cleanup
- Pricing & menu clarity
- Inquiry / consultation form structure
- Optional flyer or promo graphic
Level 3 · Website Project
Website / Landing Page Build
$650–$2,500+
Landing pages start at $650. Most multi-page sites land around $1,200–$2,000.
A clean, mobile-friendly site built around clarity, trust, and bookings. Order standalone or bundle it with a makeover.
- One-page landing site
- 3-page starter site
- 5-page full site
- Website refresh / cleanup
- Offer-specific landing page
Level 4 · Custom System
Custom Mini App / Workflow Tool
$500–$2,500+
Simple tools start at $500. Most custom systems land around $1,000–$2,000.
A custom system for the parts of your business still living in screenshots, notebooks, scattered notes, and memory. Standalone or paired with a project.
- Client / formula / history trackers
- Inventory or quote trackers
- Booking-prep dashboards
- Intake form systems
- Before / after gallery managers
- Internal task & checklist tools
Starting From Scratch
For New Businesses · Brand Launch
Brand Launch Package
$600–$1,200+
The final price depends on the scope. Smaller launch projects may include a logo, wordmark, menu, and business cards, while website builds or larger setups fall higher in the range.
For new businesses building the whole foundation from scratch — brand direction, visuals, a starter website, social presence, and launch materials. Perfect when you have the idea, but not the look, words, systems, or online presence yet.
- Brand direction & visual style
- Logo / wordmark guidance
- Brand colors & font recommendations
- Starter website or landing page
- Service / menu layout
- Facebook business page setup
- Business card & printed materials
- Basic inquiry / booking flow
Future Option · Ongoing
Monthly Support
$75–$300/mo
Most plans land around $125–$200/mo.
Ongoing updates, light maintenance, and small design edits — available after your initial project wraps.
- Website & menu updates
- Minor design edits
- Booking page updates
- Seasonal promo graphics
- App / system maintenance
- Light tech support
Who It's For
Built for small businesses that deserve a real digital presence.
Broad enough for most service-based small businesses — with deep experience in appointment-based and beauty industries as a strength.
Brand-New & Pre-Launch Businesses
Small Local Businesses
Service-Based Businesses
Appointment-Based Pros
Salon Owners & Stylists
Beauty & Wellness Pros
Pet Groomers
Tutors & Coaches
Cleaners
Home Service Pros
Creative Small Businesses
If clients book you, hire you, or come to see you — your digital presence should make that easier, not harder.
Why Pretty Functional Designs
Built from real tech experience, UX strategy, and service-business insight — not theory or templates.
The work combines a long technology background with UX strategy, branding, and hands-on knowledge of how small service businesses actually run.
- 25+ years of hands-on technology, software, and systems experience
- Real service-business experience from appointment-based work
- UX strategy translated into language clients understand
- Branding & menu structure built for clarity, not just looks
- Experience building real mini apps and workflow tools
- Practical mindset — every piece has a reason to exist
- Designed to help businesses look sharper, book easier, and run smoother
- Boutique studio attention without agency overhead
Most small businesses don't need more decoration.
They need a digital presence that matches the quality of their work — and systems that stop costing them bookings.
The Process
Understand the problem first. Then build the right solution.
For an existing business, the paid audit comes before design or development. It gives you a clear diagnosis and action plan before either of us commits to a larger project.
Phase 1 · Paid Audit
Diagnose before designing.
The audit is a complete, standalone service. You can use the recommendations yourself, pause, or ask Pretty Functional Designs to implement them.
01
Send a Short Inquiry
Tell me about your business, what feels off, and what you want to improve. Share links or one reference file if you have them. This is a fit check, not the audit.
02
Confirm Fit & Audit Quote
I review enough to confirm fit, timing, and your exact audit price within the $95 to $150 range. A 15-minute call is available if needed.
03
Book & Complete the Questionnaire
Once the audit is booked, you receive an in-depth questionnaire and submit your website, booking flow, service menu, branding, and supporting materials.
04
Receive Your Detailed Audit
You receive a PDF report or recorded walkthrough covering what works, what causes friction, what may be missing, and which improvements to prioritize.
Phase 2 · Optional Implementation
Turn the findings into the right build.
This phase begins only if you want help implementing the audit recommendations. The audit tells us what to build and why.
05
Choose Your Next Step
Use the audit yourself, pause until later, or ask me to recommend the most useful makeover, website, or system project.
06
Approve the Project Proposal
If you continue, you receive a separate proposal with the implementation scope, deliverables, timeline, price, and next step.
07
Design, Build & Review
I build from the audit findings, share clear progress updates, and complete one focused revision round.
08
Final Handoff
You receive the final files, links, and an optional recorded walkthrough so you know exactly how to use what was built.
Starting from scratch? A new business can begin with the Brand Launch Package instead of auditing an existing presence.
Both phases can be handled fully async. A short call is available if it would help.
Pretty is only half the job.
Hi — I'm Erin Marie. I started Pretty Functional Designs because I've always been drawn to the space where technology, design, and real-life problem solving overlap.
My background with computer systems, software, and digital tools started long before this business. I grew up interested in technology, studied IT, and have spent years working with hardware, software, workflows, and the kind of everyday systems that either make life easier — or make everything harder than it needs to be.
After several years in cosmetology and the service industry, I saw those same problems from inside a small business: confusing booking flows, unclear service menus, scattered client notes, outdated websites, and branding that didn't always match the quality of the work being done.
Pretty Functional Designs brings those worlds together — tech-minded systems thinking, UX strategy, visual polish, and real service-business experience — to help small businesses look more professional, communicate more clearly, book more easily, and run smoother.
Pretty design. Functional systems. Better booking.
Start Your Glow-Up
Tell me about your business.
Most people start with the Digital First-Impression Audit — or the Brand Launch Package if you're building from scratch. Fill out the form and you'll hear back with a recommended next step.
Planning a business that does not have a brand or online presence yet?
Prefer a Download?
Use the fillable PDF inquiry form.
Download it, complete it digitally or by hand, then email the saved form and any reference files to hello@prettyfunctionaldesigns.com.
Download the PDF Form
New Business Inquiry
Tell me what you're building.
Share what you know so far. Early ideas are welcome, and you do not need to have every answer figured out.
Already operating and looking to improve what you have?
Prefer a Download?
Use the fillable PDF new business form.
Download it, complete it digitally or by hand, then email the saved form and any inspiration files to hello@prettyfunctionaldesigns.com.
Download the PDF FormPrefer email? Reach out at hello@prettyfunctionaldesigns.com.
