Case Study: Optimizing DeLiRe’ Beauty Salon & Spa’s Digital Presence
Website Redesign: Optimizing DeLiRe’ Beauty Salon & Spa’s Digital Presence
Project Overview
DeLiRe’ Beauty Salon & Spa, situated in Johnston, Iowa, is dedicated to offering premium beauty and relaxation services to its clientele. The salon aims to elevate customer satisfaction by optimizing its online presence. As a web designer and developer, my task was to revamp the salon’s website and Google business profile, ensuring a seamless and engaging digital experience for users.
The Product
The project encompasses redesigning and developing DeLiRe’ Salon & Spa’s website and google business profile. The digital platform serves as a gateway for clients to see what products we offer, explore services, and stay updated on beauty trends, events, and promotions.
Project Duration
The project timeline spans two months, allowing for thorough research, design iterations, development, and testing phases.
The Problem
The existing “all-in-one” digital platform posed usability challenges for users and the owner/operators of DeLiRe’, hindering their ability to showcase their salon and was costing more then owing their own website. The lack of SEO, properly structured pages, meta data, updated graphics, optimized pages, and navigational elements leads to frustration and potential loss of business for the salon.
The Goal
The goal of this case study is to enhance the user experience, website design, and Search Engine Optimization (SEO) of the salon’s digital platform and Google Business Profile, ultimately increasing ranking, user engagement, satisfaction, and retention.
My Role
As the web designer and developer, my role involves leading the design and development, graphic design, SEO, and digital marketing efforts in collaboration with stakeholders. I am responsible for translating user needs into intuitive design solutions and implementing them effectively on the digital platforms.
Responsibility
My responsibilities encompass a wide range of tasks aimed at enhancing the digital presence and visibility of DeLiRe’ Beauty Salon & Spa. They include:
- Conducting comprehensive user research to understand customer preferences, behaviors, and search patterns.
- Performing keyword research and analysis to identify high-value keywords and phrases relevant to the beauty industry and the salon’s target audience.
- Optimizing website content, meta tags, and other on-page SEO elements to improve search engine rankings and attract organic traffic.
- Developing and implementing digital marketing strategies, including content creating, digital marketing, and email captures to promote the salon’s services and engage with customers now and expanding in the future.
- Creating engaging and informative content, such as blog posts, articles, and Google business profile updates, to showcase the salon’s expertise and attract potential clients and keep the site alive in the search engines eyes.
- Monitoring and analyzing website traffic, user engagement metrics, and conversion rates to track the effectiveness of SEO and digital marketing efforts.
- Collaborating with the stakeholders to ensure the seamless integration of SEO strategies and digital marketing campaigns into the salon’s website and Google Business Profile.
These responsibilities collectively contribute to enhancing the online visibility, brand awareness, rankings, and customer engagement of DeLiRe’ Beauty Salon & Spa, ultimately driving business growth and success in the competitive beauty industry in Johnston, Iowa a suburb of Des Moines.
Understanding the User
User Research
- Surveys: Gather feedback on current pain points and user preferences.
- Analytics: Analyze website and Google Business Profile usage data to identify areas for improvement.
- Interviews: Gain deeper insights into user behaviors and needs.
Summary
Users seek convenience, reliability, and a luxurious experience when interacting with beauty salon services online. They value easy navigation, clear communication of services and products available, and access to relevant beauty content for education or entertainment purposes to keep them coming back and subscribing.
Pain Point
Users struggle with navigating the current digital platform, and accessing relevant information swiftly. This leads to frustration and a potential loss of interest in engaging with the salon.
Personas
Meet Sarah:
- Age: 32
- Occupation: Marketing Manager
- Preferences: Sarah values convenience and does all her research online. She appreciates personalized recommendations for beauty treatments.
Problem Statements and User Journey Map
Problem Statement: The old website didn’t have enough content, information, or visual branding resulting in a high bounce rate on the website.
User Journey Map on old site:
- Sarah discovers DeLiRe’ Salon & Spa online.
- She navigates to the website to try to learn more about the services.
- Sarah finds it difficult to locate the services in which she is interested.
- Frustrated, Sarah abandons the research process and seeks alternatives.
The Impact and Lessons Learned
By addressing usability issues and improving the website’s branding, layout, navigation, and design, we enhanced user engagement and retention on the salon’s digital platform. Through this project, I’ve gained insights into the importance of user-centered design and effective collaboration to deliver impactful digital solutions.
SEO Case Study: Optimizing DeLiRe’ Beauty Salon & Spa’s Digital Presence
SEO Phase Overview
DeLiRe’ Beauty Salon & Spa, located in Johnston, Iowa, aims to elevate its online visibility and attract more customers through effective search engine optimization (SEO) strategies during their website redesign. As a web developer and SEO specialist, my task was to optimize the salon’s website and Google Business Profile to improve its ranking on search engine results pages (SERPs) and drive organic traffic to the new website we redesigned.
The Product
The project involves optimizing DeLiRe’ Salon & Spa’s website and GBP (Google Business Profile) to ensure they are search engine-friendly and rank higher for relevant keywords. The digital platform serves as a crucial touchpoint for potential customers seeking beauty services.
Project Duration
The project timeline spans two months, allowing for comprehensive SEO research, implementation, and monitoring.
The Problem
The salon’s digital platform and Google Business Profile currently lack optimization for search engines, resulting in low visibility and limited organic traffic. This hinders its ability to reach potential customers and compete effectively in the online market.
The Goal
The goal of this case study is to enhance the salon’s online visibility and increase organic traffic by implementing SEO best practices across its digital platforms while launching their new website.
My Role
As the Web Developer and SEO specialist, my role involves conducting keyword research, off-site SEO, content creation, optimizing website content, improving site structure and metadata, and monitoring performance metrics to track progress.
Responsibility
My responsibilities include:
- Conducting thorough keyword research to identify relevant terms and phrases.
- Optimizing website content, including titles, headings, meta descriptions, and image alt text.
- Improving site structure and navigation to enhance user experience and search engine crawlability.
- Monitoring website performance using analytics tools and making data-driven decisions to refine SEO strategies.
Understanding the User
User Research
- Analyzing user search behavior using keyword research tools to understand their intent and preferences.
- Monitoring user engagement metrics, such as bounce rate and time on page, to identify areas for improvement.
- Gathering feedback from users through surveys and interviews to understand their needs and pain points.
Summary
Users seeking beauty services value convenience and rely on search engines to find reputable salons in their area. They are likely to click on top-ranking search results and expect a seamless booking experience once they land on the salon’s website.
Pain Point
The lack of SEO optimization on the salon’s old digital platforms resulted in low visibility on search engine results pages, making it difficult for potential customers to discover the salon online.
Personas
Meet Sarah:
- Age: 32
- Occupation: Marketing Manager
- Preferences: Sarah relies on search engines to find local beauty salons and values convenience and reliability in her online beauty salon journey.
SEO Strategy and Implementation
- Conducted keyword research to identify high-value keywords related to beauty services and Johnston, Iowa.
- Optimized website content, including service pages, blog posts, and landing pages, alt tags, and titles with relevant keywords and metadata.
- Improved site structure and navigation to enhance user experience and make it easier for search engines to crawl and index the website.
- Schema Markup Implementation to improve the visibility of the salon’s website in search engine results and provide users with more informative snippets, I coded schema markup using JSON-LD. By implementing schema markup for local business, events, and reviews, I ensured that search engines like Google understand the context and relevance of the salon’s content. This not only enhances the appearance of search results but also boosts the chances of attracting clicks from potential customers seeking beauty services in Johnston, Iowa.
- Content Creation for Topical Authority. Recognizing the importance of establishing topical authority in the beauty industry, I devised a content strategy focused on creating high-quality articles and blog posts. These articles cover a wide range of topics related to beauty tips, trends, skincare routines, haircare advice, and more. By consistently publishing informative and engaging content, we aim to position DeLiRe’ Beauty Salon & Spa as a trusted source of expertise in the field.
Each article is written, and optimized for relevant keywords to attract organic traffic and engage with the target audience. By addressing common beauty concerns, providing valuable insights, and sharing practical tips, we aim to not only drive traffic to the salon’s website but also foster a sense of trust and loyalty among potential customers.
We have articles on their site getting 19 backlinks, which is amazing to have multiple articles with that many backlinks.
This ongoing content creation initiative plays a crucial role in building the salon’s topical authority and establishing its credibility as a knowledgeable and reliable resource in the beauty industry. By consistently delivering valuable content that resonates with the target audience, we aim to strengthen the salon’s online presence, attract more visitors, and ultimately drive business growth and success through E-E-A-T.
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