# LaserYou: A WordPress-to-Next.js rebuild: every treatment page audits a clean 100/100/100/100.

> A WordPress-to-Next.js rebuild covering treatment-page architecture, technical SEO/AEO, a hand-built JSON-LD entity graph, engineered motion, performance, tracking, and gift-voucher commerce for a UK aesthetics clinic.

Source: https://www.truenorthmarketing.ae/en/case-studies/laseryou-nextjs-aeo
Client: LaserYou
Published: 2026-07-15
Disciplines: Web Development (Next.js), Technical SEO & AEO, Structured Data & JSON-LD, Motion & Interaction, Performance Engineering, Commerce & Voucher Flows
Publisher: True North Marketing (truenorthmarketing.ae)

## Challenge

LaserYou's clinic site ran on a slow WordPress build with orange PageSpeed scores, weak technical SEO, failing AI-readability checks, and no connected system for treatment content, accessibility, motion, performance, or tracking.

## Approach

True North rebuilt the site in Next.js on Vercel with static and server-rendered routes, daily incremental regeneration, typed treatment content, a ten-component JSON-LD entity graph, a root llms.txt with Markdown page mirrors, an engineered motion layer, deferred analytics, and server-side PayPal gift-voucher flows.

## Outcome

Audited live on 21 July 2026, every treatment and content page returns a perfect Lighthouse sweep (100 Accessibility, Best Practices, SEO, and Agentic Browsing) with a 234 ms LCP and zero layout shift, even on media-heavy pages. The homepage adds 100 Performance on desktop PageSpeed Insights. The client kept True North on a maintenance retainer after launch.

## What We Did

Next.js migration on Vercel with static/server rendering and daily ISR, treatment-page architecture, a JSON-LD entity graph and llms.txt, an engineered motion and smooth-scroll layer, accessibility and performance work, tracking, and server-side gift-voucher commerce.

## Full article

![LaserYou clinic website rebuilt in Next.js](../images/case-laseryou-cover.webp)

**Client:** LaserYou, an aesthetics clinic in Burnham, Slough, serving the UK market with laser hair removal, skin rejuvenation, PicoSure tattoo removal and SofWave treatments since 2017. **Engagement:** a full website rebuild, from a slow WordPress build to a Next.js system, followed by an ongoing maintenance retainer.

LaserYou was not a cosmetic reskin. It is a clinic website rebuilt as a structured publishing and conversion system, where treatment pages, technical SEO, AI-readable content, accessibility, motion, performance, and voucher operations share one Next.js architecture. We re-audited the live production site on 21 July 2026, so every number here is measured by us, not asserted.

> **Measured evidence:** Every treatment and content page on the live site returns a perfect Lighthouse sweep, 100 Accessibility, 100 Best Practices, 100 SEO, and 100 Agentic Browsing, with a 234 ms Largest Contentful Paint and zero layout shift, even on the media-heavy pages. The homepage adds a 100 Performance score on desktop PageSpeed Insights.

  
  
  
  
  
  

## From a slow WordPress build to a measured system

The starting point was a WordPress site with a large legacy blog and orange scores across the board. The client describes it plainly.

At Laseryou, we needed a partner who could take us from a slow WordPress site to a fast, tracked, and conversion-focused experience. True North rebuilt our website on Next.js with a fresh UI/UX, cleaned up our tracking, and gave us a foundation that finally matches the level of care we deliver in clinic.

The rebuild is best read as a before-and-after on the same measuring stick. These are desktop PageSpeed Insights category scores for the old homepage and the new one.

| Desktop PageSpeed Insights | Before | After |
| --- | --- | --- |
| Performance | 77 | 100 |
| Accessibility | 88 | 100 |
| Best Practices | 92 | 100 |
| SEO | 61 | 100 |
| Agentic browsing | 1 / 2 | 3 / 3 |

Every category moved into the green, and the whole site now audits a flat 100 across all four Lighthouse categories, homepage and treatment pages alike. The two that machines care about most, technical SEO and agentic readability, moved the furthest, because they were the two the old WordPress build handled worst.

## The engineering behind the numbers

Those scores are the visible surface of a deliberate stack. The site is built on Next.js and served from Vercel's edge, where the homepage arrives as prerendered HTML and HTTPS is enforced with a two-year strict-transport policy. Core routes are static or server rendered, and nineteen of them use daily incremental regeneration, so content stays current without a full rebuild.

The intelligence is in how the pieces connect. Treatment content lives in typed data instead of scattered page markup, so a treatment name, its metadata, its schema entity, and its Markdown mirror cannot drift out of sync. Page metadata comes from central helpers, and the sitemap and robots rules read from the same route model, which is why the technical SEO holds together instead of being patched page by page. Images ship as AVIF and WebP, critical CSS is inlined, third-party analytics are deferred, and hashed assets carry immutable one-year caching. The build is hardened as well as fast: HSTS plus MIME-sniffing, clickjacking, referrer, and permissions-policy protections. The expertise is choosing the right rendering mode per route and wiring the whole system so speed, semantics, security, and freshness reinforce each other. A stock WordPress theme with a bag of plugins cannot do this; it can only approximate it, slowly.

## Motion and interaction, engineered not bolted on

The site's motion is a real system, not decoration dropped on at the end. Scroll is smoothed with Lenis, headline text is split and animated with SplitType, galleries run on Swiper, and component motion is built with Framer Motion across ten modules. Every one of those layers respects `prefers-reduced-motion`, and the animation code is tree-shaken through `optimizePackageImports` so the motion never taxes the bundle it rides on.

The discipline is that motion is an experience layer, never a prerequisite for reading. The hero and copy are server rendered and legible before a single animation runs, which is exactly why the live trace records a sub-quarter-second LCP with the motion system fully in place. A slower team ships animation that fights performance; here the two were designed together. That is the headline most teams miss: smoothed scroll, split-text, galleries and ten Framer Motion modules, and the site still audits a flat 100 across every Lighthouse category. Rich motion and a perfect score stop being a trade-off the moment the motion is engineered to stay off the critical path.

## Structured data and AI-readability

This is where the rebuild leaves a plugin-driven CMS behind. Instead of a generic SEO plugin stapling tags onto pages, the site ships a hand-built, typed JSON-LD entity graph: ten schema components that describe the clinic as one connected entity. A `MedicalClinic` with address, geo-coordinates, opening hours, and contact point; `MedicalProcedure` and `Offer` nodes for every treatment and voucher; `Person` records for the practitioners; `JobPosting` for vacancies; and `FAQPage`, `BreadcrumbList`, `WebPage`, `WebSite`, and `Organization` binding it together. Because the schema is generated from the same typed content as the visible page, the entity graph and the HTML can never contradict each other.

The same central helpers that emit the metadata also emit the social layer: every route ships Open Graph and Twitter `summary_large_image` cards with a 1200×630 image, so a shared treatment or gift-voucher link renders as a proper preview on WhatsApp, LinkedIn, or X instead of a bare URL. It is a small surface that decides whether a shared link earns a click, and because it is generated from the same typed content as everything else, it never drifts from the page it points to.

On top of that sits an AI-readability layer most sites do not have at all: a root `llms.txt` and clean Markdown mirrors of every page, so large language models receive canonical, structured text without executing a line of JavaScript. That is why every audited page passes agentic browsing 3 of 3, where the old WordPress build failed those checks outright. The site is not merely optimised for Google; it is legible to the AI systems that increasingly sit between a clinic and its next patient, which is exactly where search is heading.

## Performance without removing the experience

The live trace shows where the speed comes from. Time to first byte was as low as 9 ms from Vercel's edge with prerendered HTML, the hero content is server rendered, analytics are deferred, heavy widgets are lazy loaded, images ship as AVIF and WebP, and hashed assets carry immutable caching.

And it holds under load. The media-heavy treatment pages audit the same clean 100 sweep as the homepage, with a 234 ms LCP and zero layout shift. This is not a homepage trick or a single lucky route: the whole system is fast, page after page, which is precisely what a legacy WordPress build could never guarantee once the plugins and page builder stacked up.

## Operational work beyond marketing pages

The build is not only marketing pages. It includes a PayPal gift-voucher path with server-side order creation and capture, allowed-value validation, cryptographic voucher codes, confirmation state, and email delivery. Server code owns sensitive state; the browser only handles the interaction.

The relationship did not end at launch. The client was satisfied enough to keep True North on an ongoing maintenance retainer, so the system stays fast, current, and monitored, rather than decaying the way an unmaintained WordPress install does.

The lesson is simple. A modern, engineered stack beats a legacy CMS on every axis that matters, speed, semantics, AI-readability, security, and control. WordPress was the ceiling on the old site; Next.js is why every number moved, and why they stay moved.

Is a legacy CMS capping your speed, structured data, or AI visibility? [See Our Services](/en/services) or [Book An Audit](/en/contact).