PR Permanent PMU

Three languages, two business lines, one site#

PR Permanent PMU is a Tallinn permanent make-up studio that sells training courses and online courses alongside its services. The site had to do both jobs at once - present the studio and work as a store - and do it in Estonian, English and Russian.

The challenge#

A trilingual site that is both a service presentation and a shop gets hard to manage quickly: every new course means content in three languages, with its own price and its own purchase flow. On top of that, the same questions - prices, what a course covers, available times - arrived in direct messages every single day.

A custom theme and a per-block asset pipeline#

We built the theme from scratch with ACF Gutenberg blocks. Assets are compiled block by block with Vite, so no page loads more code than it needs. GSAP, Swiper and Lenis handle the motion, chosen so they don't cost performance.

WPML keeps all three languages in one structure, and WooCommerce with Montonio payments covers sales of training and online courses. A live Instagram feed runs on the home page, and the newsletter form is connected to Mailchimp so a new subscriber automatically receives a discount code.

A chatbot that doesn't invent prices#

For this project we wrote a separate AI chatbot plugin. It indexes the site's content into its own knowledge base and answers visitors in their own language around the clock. The theme feeds the bot the business unit's data, the real price list and the frequently asked questions - so it doesn't offer prices that don't exist.

• Support for several providers: Claude, GPT or Gemini.
• Contact capture through a scripted quick-reply flow.
• Every conversation is stored in wp-admin along with statistics and ratings.
• Questions the knowledge base couldn't answer are reported separately.

That work later became the foundation for Rixio Digital's own product, Vestly.ai.

Google Ads, and measurement that shows what actually sells#

We set up and manage the studio's Google Ads campaigns and the measurement behind them. The Google Tag Manager container is fed by GTM4WP's enhanced ecommerce dataLayer, GA4 tracks custom ecommerce events, and Google Ads conversion tracking covers purchases of both training and courses.

• Conversion Linker ties a purchase to the ad click the visitor came from.
• Google Consent Mode follows the permissions given in the Complianz cookie notice, so tracking only starts on consent.
• Because the store is trilingual, the events are consistent regardless of which language a purchase was made in.

What changed#

• Three languages in one structure - content and store are managed from one place.
• Sales happen on the site - training and online courses are bought directly, with Montonio payments.
• Recurring questions get an immediate answer - at night too, and in the visitor's own language.
• Ad spend is traceable - every course purchase reaches GA4 and Google Ads as a conversion, on a consent basis.