Case Study: "Elegant Bride" - Bridal Hair and Makeup Salon

Project Overview:
“Elegant Bride” is a bridal hair and makeup salon specializing in creating elegant and timeless looks for weddings. The primary objective was to build a fully optimized website, establish a strong SEO presence, and drive client bookings through a comprehensive digital marketing strategy. Our efforts included web design, development on Drupal, and running SEO and PPC campaigns. The result was a user-friendly and aesthetically appealing website, with clear navigation and high search engine visibility.

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Website Structure Development:

We designed the website structure based on user experience, with a clear focus on the salon’s bridal services:

1. Homepage:
   • Headline: Welcome to [Salon Name], Bridal Hair and Makeup Specialists
   • Main Banner: Featuring wedding look images with a link to the portfolio or booking
   • Key Services Section: Bridal hairstyles, makeup, skin care
   • Quick Service Overview: Why choose us? (experience, reviews, quality guarantee)
   • Booking Button: Direct booking option through a form or phone call
2. About Us:
   • Salon History: When it was established, the mission, and core values
   • Team: Photos and brief biographies of stylists and makeup artists
   • Client Testimonials: Real customer reviews (text and video formats)
3. Services:
   • Bridal Hairstyles:
     • Types of styles: Classic, romantic, accessory-based hairstyles
     • Pricing and time estimates
     • Work examples with photos
   • Bridal Makeup:
     • Types of makeup: Natural, glamorous, evening
     • Price list and beauty recommendations
     • Makeup examples with photos
4. Portfolio:
   • Gallery: Before-and-after photos of brides’ hairstyles and makeup
   • Behind-the-scenes Videos: Showing the process of creating bridal looks
   • Theme Wedding Looks: Examples of various wedding styles
5. Pricing: A detailed breakdown of all services
6. Blog: Articles and tips on bridal beauty, trends, and wedding preparation
7. Contact Page: Salon hours, location, and a booking form

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SEO and Website Development Process:

1. SEO Analysis and Keyword Research: We conducted an extensive competitor and market analysis, focusing on bridal beauty services in a large city of 20 million people. From this analysis, we identified high-value keywords related to bridal hairstyles, wedding makeup, and premium beauty services.
2. Semantic Core Development: The keyword research was organized into a detailed semantic core, categorizing terms like “bridal hair,” “natural wedding makeup,” and “luxury bridal services.” This formed the foundation for the site’s structure and content strategy.
3. Content Creation and Mapping: The site content was created and mapped to the newly built structure, with SEO-friendly text for each service page. Custom-written descriptions of services highlighted the salon’s unique approach, integrating long-tail keywords that catered to both local and organic search intent.
4. Website Development:
   • Design: A luxurious and modern design was crafted, aligned with the salon’s high-end branding. The design included a clean layout with intuitive navigation.
   • Development: The website was built on Drupal using HTML, CSS, PHP, and MySQL. It was optimized for both mobile and desktop experiences, with a focus on fast load times and responsive design.
   • Functionalities: The website included features like an online booking system, customer review integration, and a gallery to showcase bridal transformations.

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PPC Campaign Development:

In parallel with SEO, we executed a highly targeted PPC campaign to attract more immediate traffic and conversions.

1. Campaign Structure: The PPC campaign focused on bridal services such as hair styling, makeup, and beauty packages. Ten ad groups and over 60 advertisements were crafted based on user needs and search trends.
2. Ad Copy and Targeting: Each ad was designed to emphasize the salon’s premium offerings, with a focus on the artistry and experience of its stylists. Geo-targeting and demographic filters were applied to attract affluent clients in the city.
3. Continuous Optimization: Through A/B testing, adjusting bids, and refining ad copy, we optimized the campaign to improve both clicks and conversions, driving measurable results.

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Campaign Results (Year 1):

SEO Performance:

• Organic Traffic Growth: +30%
• Organic Sessions: +22%
• Overall Sessions: +25%
• Keyword Visibility: Increased by over 850 keywords in Google rankings
• Top 5 Keywords Performance: +38%
• Impressions Growth: +18%
• Click Growth: +12%
• New Users: +34%
• Returning Users: +20%

PPC Campaign Performance:

• Click Growth: +28%
• Conversion Growth: +95%
• Average CPC (Cost-Per-Click): Reduced by 8%
• Cost-Per-Conversion: Reduced by 20%
• Click-Through Rate (CTR): Increased by 80%
• Conversion Rate: Increased by 65%

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Conclusion:

The website and marketing efforts for “Elegant Bride” successfully elevated the salon’s visibility and reputation. SEO optimization boosted organic traffic, while PPC campaigns drove immediate client bookings. The elegant web design reinforced the salon’s premium image, and together with the digital marketing strategy, it positioned “Elegant Bride” as a top choice for bridal beauty services.