Case Study: Browns Hairdressing & Academy | Website Design & Branding, SEO

EZ Marketing- Digital Marketing, SEO, Website Management, Web Design Gorey, Co. Wexford

Background

Browns hairdressing, now with two salons superbly located in the heart of Gorey & Arklow towns, was established in 2006 by Award winning stylist Mags Browne. After a career with Toni & Guy, where Mags worked her way up to become a International Artistic Director and educator for their Academy & with experience hosting courses for L’Oreal, Wella & Toni & Guy, plus numerous TV & Magazine shoots. The Mags Browne hairdressing Academy opened in 2013 as a natural progression for Mags career as a hairdressing educator.

Browns Hairdressing and EZ Marketing have already done some work together. We assisted them with their Academy Launch in 2013-2014 and marketing their Gorey salon and promoting them through application for a nomination for Schwarzkopf Irish Hairdressing Business Awards 2013, where they were selected finalist in two categories: Best Leinster Salon and Best Training Salon.

Challenge

This time, Browns needed to improve their Search Rankins, so they asked us to have a look at the website design and assess the current website.  We audited what can be done focusing on usability improvement. We also assessed current rankings in Google searched for both hair salons and hairdressing courses related keywords. The website could have benefitted with better on page and URL optimisation at the very least.

The last website was built in 2013 by another developer, while EZ Marketing provided guidance in selecting the theme and originally populated the site with content. At the time it looked very well in comparison to the current trends and usability requirements.

However, every good website needs to be in tune with the latest technology developments, especially mobile usibility, plus it needs good management to stay visually appealing too. Sometimes, it is easy to keep adding content to the site without regular “decluttering”.

This was a big issue with the old website design. The content was not placed strategically and the mobile view was although responsive, but not very mobile-friendly.  There was too much random video content on the home page. This resulted in a VERY long page without any particular theme or message for the visitors . We know, visitors rarely scroll down more that two folds of a view anyway. With the mobile technology developing so rapidly, it was important not to just

We know, visitors rarely scroll down more that two folds of a view on a home page. With the mobile technology developing so rapidly, it was important not to just assess the SEO situation of the website, but it’s performance overall.

Solution

browns-hairdressing-main

We conducted an extensive comparison research and came to a conclusion that we need a total makeover. This included changing & optimising some URLs ( implementing careful redirection to keep the current rankings), removing outdated sections and focusing on style and usability on the mobile devices and all important optimisation checkpoints before everything else.

The result is something completely different to the old website design. A stylish, minimalistic web design, using WordPress as a platform, with a theme that is very fast loading on mobile phones and easier navigation throughout the site. plus it is just simply beautiful (at the very least- we love it, and we loved building it).

 

Web design Gorey | WordPress Web Design

The Academy section, which had a separate lead-generating “landing page” style website (designed by EZ Marketing previously). We also redesigned the logo to include Academy and brand it under the same “hat” as the salons.  And, of course, we optimised every page on the website according to the best latest SEO practices.

Results

We were delighted to see rankings for all focus keywords featured in positions 1-4 on page one in Google searches within the first month,which showed an immediate 20% increase in traffic coming from Google search.

Sometimes with older domains, it only takes a good website design and optimisation on page, URLs, meta tags and image alts to drastically push the organic rankings. This is definitely the case with browns.ie

The bounce rate dropped by a massive 30% and the amounts of page views increased by 45% indicating that the website is now engaging the visitors more than before. We also saw an increase in returning visits by 15% in the first two months.