CASE STUDY

V. 1.2 Date: 01/09/14

The Beauty House – DEVELOPER Package

BeSeenOnline Media 2nd Floor, 23 South Frederick Street, Dublin 2

Tel: 01 9011696 Email: support@beseenonline.ie

Web: www.beseenonline.ie

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SITUATION ANALYSIS

The Beauty House is an established and respected Training Academy and Beauty Clinic.

A strong ‘Bricks’ presence through a large premises at a location with significant footfall.

CLIENT BRIEF

Redesign the website, with a stylish, contemporary edge.

Create sales online for the Clinic within the local market and the Training Academy to a larger area.

Modernise social media and increase reach.

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STRATEGY

All areas of strategy took into consideration a ‘two strand’ approach.

Firstly, the local market for beauty customers.

Secondly, a larger market area of potential students for the training academy.

The following stages of development were agreed and developed:

LOGO

No definitive logo was in place. To create a localised brand and reinforce the already high reputation we designed the following logo. Minimalist in design, with a hint of luxury with the “Beauty” doubling as a treatment table and pillow.

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WEBSITE SEO (search engine optimization) – ‘BACK END’

SEO analyse and preparation was segmented to “Clinic” and “Training”.

Two strong ‘divisions’ of the website were created with many landing pages for both the clinic and the academy. Keyword research for demand analysis together with ‘allintitle’ demand stats are put into our Sweetspot algorithm and the strongest potential keywords included.

Site structure is now prepared and keywords added to each page. The ‘Back End’ is now complete and keywords used are forwarded to the ‘Front End’.

WEBSITE AESTHETICS – ‘FRONT END’

Once the main SEO had been completed, we started work on the overall visual appeal and user experience, what we call the ‘Front End’. Large imagery including a combination of clients ‘personal’ images and suppliers corporate imagery was selected.

WEBSITE USER EXPERIENCE

There were two fundamentals in ensuring success. Firstly:

Ensuring that there was clarity between the clinic and academy.

To ensure clarity a photographer – www.deesweeneycreativephotography – was commissioned to create some defined images of the academy as follows:

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Secondly:

An online booking system – a first for the company.

For the ‘clicks’ to drive dynamic sales we integrated the website with the clients in-house Phorest booking system. Bookings can be made in real time for both treatments and students booking to start courses.

Real time booking form for the clinic:

Enrolment form for the Academy:

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Below you can see the two main pages for the Clinic and Academy. Calls to action encouraging purchase are constantly at hand.

WEBSITE: Beauty Clinic Home Page

WEBSITE: Academy Home Page

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Once page design was completed we incorporated keywords into both page title and text content wherever possible to enhance search results further.

Below is a recent search result for the keyword “beauty clinic celbridge” – this search was carried out from an Irish based IP address with no cookies, so it can be assumed that a strong position will be consistent across the local area. Position two was achieved and crucially, this was enhanced further by the Business Page created on Google+ (see image and map on right of search).

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Training academy searches have also reached page 1 on google searches, although not yet with the prominence of the clinic, this is still a work in progress.

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SOCIAL MEDIA MANAGEMENT

For the localised clinic market a number of competition and promotional advertisements have proven successful in increasing reach and subsequently, new clients. The “Tag a friend who deserves a FREE pamper” was a success. Appealing to people’s altruistic side and giving the opportunity to reinforce a friendship led to approximately 100 new likes from the local community and significant post engagement.

For the Academy emphasis was given to previous success, using a real picture taken of the Graduates from 2014. All course placements were enrolled.

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ONLINE ADVERTISING

Clinic Treatments Promotion

Facebook was chosen for to promote treatments at the clinic. Due to it’s geographical accuracy local audiences could be targeted with specials, last minute offers and general promotions to raise brand awareness.

A combination of boosted posts, rotating adverts and special offers were promoted to all the towns within the local area.

Academy Promotion

We concluded that with such a large area to target and a requirement of reaching those people looking for courses and training in beauty, this niche was best served by Search Advertising.

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This was complemented with Google Display Network advertising and remarketing to remind and entice those who had visited the website.

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CONTROL / MEASUREMENT

Google Analytics is measuring website activity.

Webmaster Tools is measuring search engine performance.

Google Adwords is measuring advertisement performance.

All three of the above are linked to give detailed cross platform analysis.

Reports prepared within our Management system software.

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PROGRESS WITHIN 3 MONTHS OF LAUNCH

40% increase in customers to clinic.

Academy courses fully enrolled.

Online booking system generating sales.

Visits to website via organic search up for 10 per month to over 300 per month.

CONCLUSION

I highly successful ongoing campaign. Beyond the successful statistics, significant increase in students on courses and clients in treatments. The most important facts for any business.

BeSeenOnline Media Ltd

2nd Floor, 23 South Frederick Street, Dublin 2

Tel: 01 9011696 Email: support@beseenonline.ie