City Looks Salon & Spa

Who They Are

City Looks has been a prominent Winnipeg hair salon, spa and wig centre since 1996. While they’ve almost tripled in size – from 2,500 to 6,300 sq. ft. – their dedication to personal service, exceptional care and quality products has never changed.

City Looks has a great location, gorgeous interior and truly amazing staff, but their online presence lacked the excitement they are known for in person. The website was dated and unorganized, had complicated navigation, and the imagery was very inconsistent in style and quality. They were having trouble ranking well in search results for the key services they were trying to promote.

There were many instances where they should have appeared on page one of a Google search but even when they did the user would be directed to the wrong page! The site didn’t have a strong call-to-action once a user arrived so overall, the website really wasn’t doing what it should be doing.

Our Solution

We sat down with them to discuss their needs and it was apparent pretty quickly that we had to start from scratch.

We put together a focused online marketing strategy that included the following elements:

• Content Writing

• Photography

• Website Design and Development

• Search Engine Optimization (SEO)

• Mailchimp Integration / Automation

• Website Hosting 

Step 1: Their website was a bit of a dog’s breakfast so we combed through it to determine the best way to structure everything. We re-organized sections and thought through how they would function, determined which areas would need special SEO treatment and cleaned up the main navigation. We then finalized a website wireframe, our visual outline of how the entire website will work.

Step 2: Once we had our wireframe completed one of our copywriters developed new, fresh, professional content. We set up interviews with the owners at City Looks to extract from the experts all the information we would need to complete the plan.

SEO driven content was handled differently as we wanted to ensure it would be visible through organic searches, especially for their four main focus areas – hair colouring, facials, scalp care and wigs.

Step 3: During the content production process we scheduled a photoshoot at the salon. Our photographer took pictures of the entire interior giving us great images to use in the design.

Step 4: With content and imagery in hand we jumped right into the website design. We wanted a modern, mobile friendly design that was clean and easy-to-use.

User interface (UI) and user experience (UX) are two things we really work on getting right. We styled all of the main SEO landing pages a certain way to ensure they supported the strategy we put together for City Looks.

Step 5: The final design was looking great so we dove straight into development. We used WordPress for the content management system, building out a very easy admin panel so City Looks staff could do the day-to-day updates. We also implemented the final components of our SEO strategy adding specific calls-to-action on each of the SEO focused landing pages.

City Looks either offered a coupon or expert advice through the Mailchimp integration we had set up. When a person signs up, Mailchimp sends them a pdf through email and adds them to a specific list in their Mailchimp account. They can then market directly to individual lists or to the whole group, depending on their strategy.

The Result

City Looks now has a fresh, modern, search optimized website. It helps existing clients easily find all the information they are looking for. It also allows them to book online, view existing staff, and their see their specialized services. The website has been generating a lot of new business for City Looks.

Overall web traffic is way up since we launched. It has increased the size of their client email lists for marketing campaigns, and it is now ranking on page one of Google for their four main services! Mission accomplished.