Case Study

 

Park Row Hair and Beauty

 
In this Case Study, we will look at the thought process that goes in to creating a Getting Local Business Online website.
 
Or, in other words… one I made earlier!
 
It will be a very similar process for all Local Business websites, particularly businesses who rely on regular returning customers – businesses such as restaurants, boutiques, deli’s, specialist retailers, beauty therapists and hairdressers, etc.

 

 
First of all, every effort is taken to make sure the styling of the website incorporates any existing logo, signage or branding – if there is some, and the client wants to.
 
For Park Row Hair and Beauty Salon, the business in this case study, this meant contacting the sign maker and asking for a copy of their graphics for the new salon signage.
 
The address and telephone number were digitally added on to the website header because we want to make it as easy as possible for clients and prospects to be able to contact us without having to hunt around the site.

 
Here is an image of the Home Page at the website…
 

 
The purple text and highlighted headings within the page is influenced by the internal decoration within the salon, where feature walls on the stairs and in some of the rooms are a similar colour.
 
So we have a website which is branded and instantly recognisable as an “extension” of Park Row Hair and Beauty – to their existing clients.
 
And for NEW prospects, we have created a vision in their mind that will be instantly familiar, and reassuring, when they visit the salon for the first time.
 
This is pretty important.

 
As I talk through some of the other features, it may be helpful to have the actual website open in another browser, so you can “flip” between the two.

Click here now, to open up the website in a new window.

 
1) It is an expectation that a quality hairdressers website will be bright, colourful and “aspirational”, so here we have a “slider” feature on the Home (or Welcome) page.
 

 
It has six high quality, rotating images and a small snippet of text introducing different pages within the site. Whether our visitors actually read the text is not really that important, it is the “visual experience” which makes that vital first impression.

 
2) We want to make it as easy and intuitive as possible for our visitors to find their way around our site. So there are links to the different pages along the top of the website and also down the side (or sidebar) – on EVERY page.

 
3) On a similar note, we also have the Opening Hours prominently displayed in the sidebar of every page, because we know this is one of the most common “questions” customers will be looking to find the answer to when visiting our site.

 
This area, and at the bottom of the page, is a good place to directly promote selected services and products that you might sell.

 
These could be Special Offers, services or products you have a particular reputation for, or are a selected stockist, etc etc

 
Sometimes it may be possible to sell a product through your website, via a direct link to the manufacturer’s website – and they then pay you a commission on every sale, even though you never touch or see the product!
 
It’s very, very simple to set up if the supplier provides this option.

 
4) But by far the most important part of any Local Business website is in the written content on the page – particularly the Home and About pages.

A basic, even amateurish looking website which manages to “connect” and appeal to the visitor in some way, will be much more effective than a slick, flashy looking site which doesn’t.
 
And by effective I mean it makes people pick up the phone and contact you.

 

 
As with the styling of the website which we looked at earlier, the written content should be able to project the very essence of your business.
 
To create the same impression about who you are and what you stand for, as if the customer was actually in front of you experiencing your services themselves.

 
What is written… the “style” it is written in… and how much is written… will vary for every different business. What doesn’t vary however is that the Home page should always focus on the prospect – not about you.
 
What do you have to offer to solve the “need” the visitor is searching for?

How can you assure your prospect you are the one to best provide for their need?
 
What’s in it for me? – WIIFM, is the only way a prospect looks at a potential product or service provider.

 

 
It’s a well known fact that “people buy people” and the About page of a website is an opportunity to build a rapport and “connection” with your prospect – before you ever get to meet them person.
 
It doesn’t have to be the same approach as we went for here with Park Row, it very much depends on the product or service you are selling – and the appeal you want to have to your prospect.
 
And you don’t have to have a “personalAbout page at all. An About page can just be more details about your products or services – highlighting any point of difference you have over your competitors.

 
5) A Contact page is a must, even if you have your details showing in the header or sidebar of every page.
 
It is the minimum expectation of any website visitor – and we must fulfil that expectation.

 
6) Having genuine Testimonials and comments from existing customers is hugely powerful in converting your website visitors into new clients. They are much more likely to believe it if someone else says how good you are.
 

 
Testimonials can either be spread around your website on different pages, have their own separate page, or both – depending on how many you have.

 
7) The last point is that “behind the scenes” the website should be created in such a way that it is easily “recognised” and favoured by Google.
 

 
If you go to Google and type in “hairdressers in Brighouse” (without the ” “), you will see Park Row a couple of times on the very first page.
 
This is VERY unlikely to happen for your business just by having a website (it hasn’t here), but there are inexpensive and even free ways to increase the likelihood when you do.
 
The Park Row website averages around 250 visits per month. It regularly generates new customers, but just as importantly it provides a valuable and appreciated (they tell us so) service for existing clients too.
 
There is of course a lot more to it than this – and extra features that can be added. For example, to capture prospects details and build trust and rapport by communicating with them.
 
However, I hope this may have provided a better understanding of what goes into to making an effective Local Business website and some ideas to mind of what it could bring to your business.
 
If you have any questions please Contact Me and I will be very happy to answer them.

 
Alan