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 Ein Karem, not from home.
- LANGUAGE STILL OPEN: site is Hebrew / Russian / English today. Confirm which the new site carries and which she + Ido work in. She has said Hebrew is hard for her.
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 SHIFT (her words, pre-call): was 'holistic medical massage' (relaxation, calm). Now studying Chinese medicine + Tuina — Chinese manual therapy, a kind of 'Chinese physiotherapy'.
- New treatment character: more invigorating, more rhythm, alertness, a sense of vitality — less purely calming than before. Still deep and tailored to each person.
- Still a Tuina student but already integrating it gently. DECIDE: lead with Tuina, or 'medical massage + Tuina'? Still need the full menu, durations, prices.
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?
— to capture —
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.
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.
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 →
- TENSION TO RESOLVE: our current style direction is 'calm / quiet'. Her new Tuina identity is vitality / awakening. Her brand already says 'Restore · Reawaken · Thrive' — lean palette + copy toward awakening and aliveness, not only spa-calm.
- Confirm languages before any layout work begins.