Maven + Grace Salon

Maven + Grace Salon went from having no website to a high-performing online presence built by Ruby Works Co.™. Now ranking #1 on Google for 10 location-based keywords. Their new website brought in 153 client leads in year one, followed by 426 in year two, driven by strategic SEO, clear messaging, and conversion-focused design.

Web Design + Website Copy + SEO Optimization

Salon Website Strategy That Drives Growth

Client Case Study

When Sara reached out to Ruby Works Co.™ in 2023, Maven + Grace had no website, no search visibility, and no digital presence; just word-of-mouth referrals. She had a full client book and a growing team, and needed a way to attract new leads that wouldn’t interrupt her day-to-day operations or demand constant marketing effort. With a new name, new space, and new vision, she was ready for a brand-aligned website and strategy that would build trust, boost visibility, and bring in steady business, without adding more to her plate.

Initial Challenge

intro: Big goals, big moves—let’s set the stage

Sara Carter, owner of Maven + Grace Salon, took over an existing salon in McMinnville, Oregon, and transformed it into a welcoming, people-first space with a reputation for incredible results. She rebranded the business, remodeled the building, and began building her own team to reflect her elevated approach to hair and nail services. With 20 years in the beauty industry, Sara set out to position Maven + Grace as the go-to salon in the area.

client overview

Client Overview & Initial Challenges

intro: Big goals, big moves—let’s set the stage

Maven + Grace was awarded Silver in the 2025 Best of the Willamette Valley Awards under the Hair Salon category, a major recognition of both their top-tier service and increased community visibility.

This honor was driven by public votes and is a direct reflection of how their elevated online presence made it easier for clients, peers, and fans to find and support them. With a clear brand message, search-optimized pages, and seamless booking functionality, the website acted as both storefront and amplifier.

→ Recognition like this isn’t just a badge of honor! It’s proof that from first click to the salon chair, Maven + Grace provides one of the best overall client experiences on the market.

Silver Winner: Best Hair Salon in the Willamette Valley – Summer 2025

Client Milestone Update Client Milestone Update Client Milestone Update Client Milestone Update Client Milestone Update Client Milestone Update Client Milestone Update

Incorporate a Light, Airy Aesthetic: A design that aligns with the salon’s vision
Use the Ruby Works Co.™ Salon Website Structure: To attract both new clients and potential hires
Optimize for SEO: Ensure the website ranks for high-intent local searches
Develop a Conversion-Focused Layout: Make booking seamless to increase appointment requests

Specific Needs

Launch a salon website strategy designed to drive traffic and conversions
Establish Maven + Grace as the go-to salon in McMinnville
Build a brand identity that reflects the salon’s elegance and warmth

primary Goals

Goals & Key Deliverables

Objectives: The mission: turning vision into results

The deeper issue was that without a digital presence, Maven + Grace was practically invisible to new clients. The salon needed a website that didn’t just look beautiful but actively drove business growth—attracting, converting, and retaining clients through a well-structured, SEO-driven approach.

Actual Problem

Sara originally sought a rebrand and website simply to reflect the salon’s new name and aesthetic.

Surface-Level Problem

How We Solved the Real Problem

approach: More than a pretty website—the strategy behind the build

— Sara, Owner of Maven + Grace

"Everything you have done is perfect and GORGEOUS. You have been such an integral part of this journey, growing the salon. I appreciate you more than I can tell you!"

Provided customized social media templates for brand consistency
Hosted a virtual workshop with Maven + Grace Staff during their annual retreat to review artist pages, testimonial context and strategy, and provide context about web design and SEO in the beauty industry.

Launch Strategy

Optimized for local SEO, quickly earning a top Google ranking for "Hair Salon McMinnville OR" and ranking #1 for 10 other location based keywords.
Further implemented successful Ruby Works Co.™ website strategy with service specific pages (hair, skin, nails) that target conversion-ready web traffic.

Marketing Strategy

Created individual stylist pages to highlight talent and integrate direct booking links
Resulted in 3-5 new client inquiries per week, with many bookings happening directly through these pages

Artist Pages

Wrote anticipatory, conversion-driven copy designed to resonate with both new and returning clients
Implemented local SEO best practices to improve Google rankings organically

Custom Web Copy

Built a high-converting website with clear service information and seamless booking functionality
Designed a layout that highlights the salon’s unique value while making navigation effortless

Custom Website Design

Established a brand identity that reflected Maven + Grace’s balance of elegance and approachability
Created a cohesive visual style with light, natural aesthetics

Brand Identity Transformation

PROCESS: A Clear & Strategic Process, Built for Momentum

The Step-By-Step Execution

426 new client leads generated
(a 178% increase over Year 1)
Estimated revenue opportunity: $37,397 from organic traffic
Site averaged 50+ inquiries per month through the website, artist page funnels, and direct calls—without any paid ads

Year 2: July 2024-2025

153 new client leads generated through the new website
58% of users came from organic Google search
Estimated revenue opportunity: $13,424 from organic traffic
Achieved top rankings for over 10 location-based keywords

Year 1: July 2023-2024

How This Website Drove $50K+ in Revenue Opportunity, Without Ads

RESULTS: STRATEGIC, SEARCH-OPTIMIZED, AND BUILT TO CONVERT

SEO strategy ensured that Maven + Grace stood out as McMinnville’s top salon, backed by real search data.

✔ Clear Differentiation & Positioning

Copywriting was designed for conversion, speaking directly to ideal clients and guiding them toward action.

✔ High-Impact Messaging

The website was intentionally structured for clarity, making it easy for visitors to book appointments.

✔ Seamless Client Journey

Standout Features & Strategic Wins

GEMS: The details that made this project a chef’s kiss

Expand SEO Strategy: Continue optimizing for local search to maintain rankings
Grow Artist Pages: Continue optimizing for high-leverage, location-based keywords to protect rankings and capture even more ready-to-book clients
Expand Reach: Expand digital reach through back linking, media exposure, and efforts to increase domain authority—positioning the brand for even stronger rankings and long-term visibility

Future Plans

Maven + Grace’s digital transformation with Ruby Works Co.™ demonstrates how a strategic website can become a true growth engine. From zero web presence to 579 client leads in two years, the salon now generates consistent monthly inquiries, and converts organic traffic into measurable revenue; without spending a dollar on paid advertising.

This project proves what’s possible when design, messaging, and SEO strategy work together with one clear goal: to turn web traffic into booked clients.