Skn Plus
Skn Plus is a beauty service brand based in Staffordshire. The business had been operating for a few years and felt their branding no longer represented them and their current position within the market. I designed a new logo and created a totally new website, moving them from Wix to Squarespace, to create a more detailed website that provided a much better UX. I developed an SEO and Google Business Profile strategy to help increase organic traffic to the site, and ran some Facebook & Instagram ads to increase brand awareness on social platforms and generate leads. I also did some videography and photography work to give the brand some professional looking content to use across social media, in ads and on the website.
After doing some market research and competitor analysis, I collaborated with the brand to create a fresh and visually appealing brand identity that spoke to the clients target audience. I developed brand guidelines to ensure that correct and consistent branding and imagery was being used across all digital platforms, from websites and their Google Business Profile to social media and paid ads.
After the branding was solidified I set about creating a totally new website with a huge focus on SEO to ensure that the brand was the top ranking site in their local area for that niche. It was vital that I created a site that not only looked visually appealing but provided a great customer experience and encouraged leads to convert to bookings. I’ve implemented a number of features across the website such as Facebook Messenger, a book online widget that is present on all pages and a fully integrated booking system has been added to the website (instead of sending the user to a separate site to book) to make it even easier for clients to enquire and book.
The brand lacked professional imagery so we took some shots of the clinic room, treatment set up and the business owner to use across the website and social media.
In order to further boost visibility I ran paid ads across Facebook & Instagram and achieved some great results. Not only did brand awareness increase, but through retargeting ads we managed to achieve a 4.37 ROAS with a huge increase in revenue. The business has had an influx of leads and with their conversion rate at an all time high, they are consistently receiving bookings from new clients in their local area.
Search Engine Optimisation
Extensive keyword research on AHRefs highlighted a number of long-tail keywords that were of high search volume and low competition. I began to implement these keywords consistently across the website, and put in place a blog strategy to maximise the use of these keywords to boost the site's visibility. With this being a service based business it was crucial that I focussed on local SEO, in order to put the business in front of potential clients in their local area I combined long-tail keywords with nearby locations across the website and the business is now ranking first page for that niche in their area.
After a general audit of the business I noticed that the business was not fully utilising their Google Business Profile, and as a result were not as visible as competitors in their area. I put into place a review system to ensure that the page is regularly obtaining new reviews from their clients, and not only that but they are replying to each and every review using keywords that their ideal client would be searching for. I also ensured that all services were up to date and included keywords that potential clients would be searching, and that the business was regularly posting pictures and updates to their Google Business Profile to maximise their visibility. We have seen a huge increase in impressions, enquiries and website clicks, including a 54% increase on map views.
In order to improve both the user experience and SEO I put in place FAQ sections across all treatment pages on the site. Not only does this provide useful information to the potential clients but it is a great way to plug keywords into the site to help boost visibility.
Before starting this project the site had no linking strategy in place. Firstly I put into action the internal linking strategy to not only improve the user experience by linking useful blog pages and relevant information, but to distribute power across all pages of the website and boost the overall site authority. Once the internal linking strategy was solidified, I began implementing backlinks from relevant authority sites to further boost the website's authority and visibility.