Responsive Website for Nina Facial and Massage

Nina, licensed esthetician, massage therapist and nail technician is in beauty business for over 20 years. Nina Facial and Massage Salon distinguishes itself from other beauty salons with innovative services for men. She came to me ready to launch her website and to establish SEO foundations for strategic improvements.

Project Details

Project URL
https://www.ninafacialandmassage.com/
Client Name
Nina Facial and Massage
Services
Custom WordPress, User Experience Design, Web Design, SEO strategies, Web hosting & maintenance
Completed Date
August 31, 2022

Project Overview

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The Problem

Local esthetician and massage therapist reached out to me in need of new website. She wanted design that would reflect her personality: welcoming, friendly, kind and relaxed. What she needed was help making her various services more easily discoverable.

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The Goal

The goal for the new site was to accomplish two key purposes: to showcase her services in a way that encourages conversions without being pushy and to guide users to get the information they needed to increase search engine traffic and drive future growth.

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My Role

My role was to create welcoming design, implement a fully responsive solution backed by WordPress CMS and Gutenberg Blocks and optimize their website for search engines.

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My Responsibilities

My responsibilities included conducting user research, registering web domain, setting up WordPress environment, planning website design, ensuring responsive design, prototyping, developing sample site, Search Engine Optimization (SEO), testing cross-browser compatibility and iterating design based on client’s guidance.

Research Summary

During user research, I conducted competitive audit, keyword research, content research and I analyzed social media marketing strategies for beauty salons to better understand the users I’m designing for and their needs.

Keyword Research

1. Keywords by Traffic

I analyzed traffic volume, search trends and how easy or difficult is it to rank for the keywords.

2. Competitive Analysis

I researched similar websites for common keywords, keywords gabs and traffic over time.

3. Keywords ideas

I created a list of long-tail keywords containing three and more words.

Starting the Design

I approach the project with a focus on balancing the multitude of valuable information with engaging imagery and breathing room. I wanted to make a site that was as equally engaging as it was informative. We created a new, user-driven content strategy to support our SEO goal: rank high for men spa services. WordPress theme Spa & Salon Rara Theme suited our goal for its striking layout that engages users and boosts conversions.

Design Solutions & Results

The new website's soft and inviting design supports Nina's personal brand and creates an emotional connection prior to an in-person visit. Calming colors and images build a sense of trust and improves brand equity. Since launching, the website has maintained an impressive engagement rate, steady conversions and excellent page speed.

Lead Generation Focus

Strategically placed calls to action throughout the website help to generate more leads.

Search Engine Optimized (SEO)

Keyword research revealed that men are searching for facial and waxing services. Therefore, long-tail keywords were selected for the home page focusing on facial services and waxing services for men.

Optimized for Fast Speed

This theme was chosen for its great performance ranking. It's built to perform fast and to improve website's visibility and rank higher in search engine results.

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What I Learned

Throughout this project, I learned the importance of research and communication. I learned that successful web design goes beyond aesthetics. It involves understanding client’s expectations, empathizing with users, understanding their pain points, and incorporating features that align with their preferences. While working on this website, I experienced the importance of constant updates and open communication with the client. Each iteration pushed the results closer to our goal.

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