Case Study
Custom theme, WooCommerce trainings shop, self-built AI chatbot plugin and Google Ads
Risto Tõldsep built pilleriin.com for PR Permanent PMU, a permanent makeup studio in Tallinn. The site is a fully custom WordPress theme with a trilingual (ET/EN/RU) WPML setup, a WooCommerce shop for trainings and online courses with Montonio payments, and a custom multi-provider AI chatbot plugin he developed himself that runs on Claude, GPT or Gemini. He also runs the studio's Google Ads campaigns and built the measurement stack behind them.
PR Permanent PMU is a permanent makeup studio in Tallinn that sells two very different things: in-person treatments booked by local clients, and training courses bought online by students across Estonia, Latvia and Russia. One site had to serve both, in three languages, without either audience feeling like an afterthought.
The studio was also answering the same questions over and over. What does a treatment cost, how long does it take, how do I prepare, is it painful, when is the next course. Those questions arrive at all hours and in three languages, and every unanswered one is a booking that does not happen.
On top of that, the studio wanted to advertise on Google, which is only worth doing if you can measure what a click is actually worth. That meant the purchase tracking had to be real, not a pixel dropped on a thank-you page.
The plugin is multi-provider and runs on Claude, GPT or Gemini. It indexes the site into its own knowledge base, but the theme also feeds it live business data: the real price list, service durations and the FAQ. Grounding it in the actual data is what stops it inventing a number that the studio then has to honour.
Rather than bouncing visitors to a contact form, the widget runs a scripted quick-reply flow that collects a name and contact detail at the point where interest is highest, then hands the lead to the studio.
Every conversation is stored in wp-admin with analytics and visitor ratings, and the plugin specifically reports the questions its knowledge base could not answer. That list is the content backlog: it says exactly what the site is missing.
A Google Tag Manager container is fed by a GTM4WP enhanced-ecommerce dataLayer, with GA4 custom ecommerce events and Google Ads conversion tracking on training and course purchases. A Conversion Linker preserves ad-click attribution.
All tracking is gated by Google Consent Mode through the Complianz cookie banner, so tags hold back until the visitor has actually consented rather than firing and asking later.
Vite builds each ACF block’s CSS and JS separately, so a page that does not use the gallery block never loads Swiper. It keeps a visually heavy site from paying for every feature on every page.
Yes. This one is a plugin I wrote specifically for the site. It talks to Claude, GPT or Gemini, keeps its own knowledge base built from the site content, and is fed live data from the theme so it answers from the real price list rather than guessing.
Three separate sites means three sets of prices, three product catalogues and three chances to forget an update. WPML keeps one WooCommerce catalogue and one price list with translations attached, which is far less to maintain for a small team.
Estonian customers expect to pay by bank link. Montonio covers the Baltic banks alongside card payments in one integration, which is a much better fit here than a card-only processor.
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