Website Strategy That Drives Growth: Maven + Grace Salon
Sara's strategic website launch transformed Maven + Grace from a hidden gem into the clear choice in town
Sara took over a salon with a different name and reputation, and she faced the challenge of distinguishing Maven + Grace as an entirely new, elevated brand while still being welcoming to the clientele and staff who transitioned with her. Complicating matters further, the salon had no existing website and virtually no online presence—relying solely on word of mouth to drive business. Without a digital footprint, the salon wasn’t appearing in Google searches, making it nearly invisible to potential new clients in the area.
After partnering with Ruby Works, Sara’s salon now boasts a robust online presence. Maven + Grace is not only ranked second on Google for "best salon in McMinnville" but has also transformed into a money-making machine, consistently attracting new clients while retaining its loyal customer base.
Initial Challenge
Maven + Grace is the fastest-growing, most adored, and trusted hair and nail salon in McMinnville, Oregon. Owned by Sara, a beauty industry veteran with 20 years of experience, the salon underwent a rebranding to reflect its elegant and comfortable atmosphere.
The goal was clear: implement a salon website strategy that drives growth and firmly establish Maven + Grace as the top salon in town.
Client Overview
Introduction
Jump to the Stats! Maven + Grace Success Metrics
- Incorporate a Light, Airy Aesthetic: Integrate a light, airy, and natural aesthetic into the branding to attract and convert their exact target audience, aligning with Maven + Grace’s vision.
- Use the Ruby Works Co Salon Website Structure to provide information that attracts new clients and well as new talent.
- Optimize for SEO: Enhance the website’s SEO to boost their ranking and organic traffic, ensuring visibility in online searches and driving sales and business revenue with no paid advertising, all as part of the salon website strategy.
Specific Needs
- Craft a Resonant Brand Identity: Develop a brand identity that captures the elegance and comfort Maven + Grace offers, putting them on the map and attracting their exact target audience.
- Design a High-Converting Website: Create a user-friendly, visually engaging website optimized to boost their ranking and organic traffic, driving sales and business revenue with no paid advertising.
- Establish Market Leadership: Position Maven + Grace as McMinnville’s top salon through a focused website strategy for the salon to drive growth, solidifying their reputation and converting visitors into loyal clients.
Primary Goals
Objectives
Actual Problem
Surface-Level Problem
Approach
"We are getting 3-5 phone calls a week from new clients, with many booking directly through artist pages. I feel confident that we’re getting around 50 inquiries a month. This has been so fascinating and exciting. YOU ARE AMAZING!"
- Sara, Maven + Grace
- A comprehensive marketing strategy was developed with the new website at its core, focusing on SEO optimization to increase visibility, attract organic traffic, and drive sales. This strategy elevated Maven + Grace’s online presence, quickly leading to a second-place ranking on Google for “Hair Salon McMinnville OR” within just one year.
5. Marketing Strategy:
- Individual artist pages were created to showcase the talents of Maven + Grace’s stylists and technicians. These pages became a significant value-add, not only highlighting each artist’s skills but also integrating booking links for seamless client engagement. The impact was immediate, with Sara noting they were "getting 3-5 phone calls a week from new clients, with many booking directly through artist pages," demonstrating the effectiveness of this strategy.
4. Artist Pages:
- Individual artist pages were created to showcase the talents of Maven + Grace’s stylists and technicians. These pages became a significant value-add, not only highlighting each artist’s skills but also integrating booking links for seamless client engagement. The impact was immediate, with Sara noting they were "getting 3-5 phone calls a week from new clients, with many booking directly through artist pages," demonstrating the effectiveness of this strategy.
3. Custom Web Copy:
- A visually stunning and highly functional website was developed, embodying the light, natural aesthetic that Sara envisioned. This site wasn’t just a digital presence; it became a powerful tool that put Maven + Grace on the map, driving organic traffic and boosting their ranking. The user-friendly design ensured visitors could easily navigate the site, effectively attracting and converting their exact target audience into loyal clients.
2. Custom Website: Design:
- We redefined Maven + Grace’s brand essence, focusing on quality, elegance, and a welcoming atmosphere. This transformation was crucial in setting the foundation for a successful website strategy, ensuring the brand stood out in the market while still resonating with existing clientele.
1. Brand Identity: Transformation:
- The launch was carefully orchestrated to maximize impact and generate buzz. We provided Sara with customized social media templates to ensure brand consistency and ease of use. The coordinated announcement across social media platforms ensured that the transition to the new Maven + Grace brand was celebrated by both existing and new clients. Additionally, providing support and direction for off-page SEO strategies, further enhancing the salon’s online visibility and driving continued growth post-launch.
6. launch Strategy:
Step-by-Step Process for Salon Website that Drives Growth
Results
Additionally, the salon receives an estimated 50 inquiries a month across all channels, according to Sara’s feedback in May: "We are getting 3-5 phone calls a week from new clients, with many booking directly through artist pages. I feel confident that we’re getting around 50 inquiries a month. This has been so fascinating and exciting. YOU ARE AMAZING!”
Revenue from Website/SEO:
breakdown of New Client Form Inquiries (August 2023-2024):
Lead Source
Google/Online Search
Family/Friend Referral
Social Media (Facebook/Instagram)
Local to Area/Walked Past
# of Leads
% of Total Leads Captured
*Avg Service $
Revenue Opportunity*
85
$13,424
58.6%
24.1%
$6,328
35
$1,886
13.1%
19
$711
6
4.1%
*represents the revenue potential based on the average spend per new customer based on leads generated from August 2023-2024
Consistent Conversions:
“Everything you have done is perfect and GORGEOUS. Thank you so much. You have been such an integral part of this journey, growing the salon. I appreciate you more than I can tell you!”
- Sara, Maven + Grace
Sara was thrilled with the transformation, noting how the website captured the essence of Maven + Grace and significantly increased client inquiries.
For Those on the Fence
Our focus will be on continuing to grow the website and artist pages to support Maven + Grace's ongoing expansion. The goal is to further define the salon as the premier destination in McMinnville, ensuring it remains the top choice for both existing clients and new visitors. This includes enhancing SEO strategies and regularly updating content to maintain the salon’s competitive edge in the market.
Future Plans
- Local SEO Opportunities: Salons within 20 miles of major cities can significantly benefit from local SEO. We discovered that many clients from Portland, the nearest city, are willing to travel to Maven + Grace for its comfort, competitive services, and pricing. This shows how effective SEO can draw in customers who might not have otherwise found you.
- Attracting a Diverse Audience: In a college town like McMinnville, attracting clients across different age groups involves emphasizing social proof, comfort, and client results. Highlighting these elements in the website design and content proved crucial in appealing to a broader audience.
Lessons Learned
Conclusion
- Conversion-friendly Homepage: the first two sections of the page easily identify what services they offer and what they are known for; both of these things contribute to the website's high conversion rate.
- About Page: Sara’s Bio (to highlight her expertise and experience) as well as defining Maven + Grace on that page.
- Services Page: floating call-to-action (CTA) bar on the services page is a standout feature. It conveniently places the "Request an Appointment" option in front of users as they view services and prices. This kind of ease and accessibility is exactly what clients appreciate, significantly improving conversion rates.
- Artist Pages: Specifically how the fonts make the page extremely dynamic, and the salon highlight at the bottom with a final call to action.
My Favorite Parts
Your business doesn’t have to be a hidden gem! Let’s refine your online presence
Your business doesn’t have to be a hidden gem! Let’s refine your online presence
Transform from a hidden gem to the clear choice in your market!
Transform from a hidden gem to the clear choice in your market!
