Hair, Lash + Brow
BRAND SCOPE: Custom Website Design, Brand Collateral
Opened in 2017, the Hair, Lash & Brow Bar has a mission is to enhance the natural beauty of their clients within their three studios located in the heart of the Village of Port Jefferson, New York. Their full-service salon offers everything from blow-outs, hair cuts and color to hair extensions. In their lash and brow bar, they offer lash extensions, micro needling, semi-permanent makeup, waxing and more. And in their spa, linked to local hotel, they offer facials, Botox, microdermabrasion, and host bridal parties on their special day.
We began her project taking a deep dive into her current website that had been hosted on GoDaddy, what her current needs were and considered her future business needs as the brand expanded. We clarified key areas we needed to target:
Appeal to an Array of Clients
As a luxury salon destination, we wanted to make sure her website was clean, modern, and sophisticated. We decided on the Wix Studio platform to integrate her new website on to. HLB has many different clients to consider from her retail clients to her stylist clients. Her salon clients come to HLB for an array of salon & spa services including hair, extensions, spa services, bridal and more. Her stylist clients are the stylists that work in her salon & spa, along with stylist clients that take academy training classes with her - so we needed to appeal to all three within one platform that made sense with the right workflows set up for her to automate much of the process.
Backend Business Management
Because HLB had so many different sides to the business, we needed to make sure the website platform could work as a virtual assistant for Nancy, helping her to manage the daily schedule of each of her stylist, running her academy classes, and managing her clients needs. Nancy wanted to streamline income coming into the salon as well - whether it was online or in person, we needed to make sure all bookkeeping was streamlined and funneling to one source to ensure there were no mistakes in her accounting.
For the design of the website, we focused on a clean homepage with a minimal navigation that linked out to the various areas in the site. We designed a clear hierarchy of services that clearly spoke to each of her 3 clients. We also included an online shop for purchasing that includes both retail and wholesale pricing. Key features include:
Streamlined Booking Process
Whether booking a service as a patron of the salon or registering to take one of HLB Academy's courses, Nancy wanted an easy booking process that was hassle-free. One of the biggest issues salons see regularly is no-show or late clients which can disrupt the workflow for the salon as a whole. One way we were able to cut back on that was by implementing deposits on lengthy or high-priced services or academy courses at the time of booking. This allowed the salon to take a small non-refundable deposit (in the case the client no-showed or was late) that would cover her overhead of paying her stylists, while encouraging her clients to be on time for their appointments.
Marketing & Customer Nurturing
Because of the various parts of the HLB network, Nancy needed to be able to market to an array of different audiences. We integrated her extensive email list into the ConvertKit Email platform that we linked to her website. We developed a set of email marketing templates, sectioned out her different audience groups and scheduled targeted marketing automations and funnels
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