Results are *a cut above* for Melissa Salons.

Thorough keyword research came first. We uncovered exactly what potential clients type into Google to find hair appointments in Manchester city centre, so that people in the city could find a leading salon for their next appointment.

Local keywords have a lower search volume than their nationwide counterparts. But the strategy was tightly focused on clients ready to book an appointment, which gave it great potential for ROI.

Our copywriters created content for each new service page and optimised the existing pages. Clear, engaging copy highlights the benefits of each service and the team's expertise, creating a smooth user journey that leads prospective clients to book an appointment.

Content also targeted specific services for clients who benefit from the salon's inclusive approach: gender-neutral pricing, wheelchair access, a private top floor for hijab-wearing clients and a team trained in all hair textures. It reflects the salon's values, so clients can trust they are in safe hands: stylists who understand every hair type and the importance of a hijab-friendly space.

A service page redesign gave the new content a striking, clean layout that reflects the in-salon environment and Melissa's enthusiasm for modern hairdressing and the latest techniques. The design leads visitors to the Book now button and can be rolled out across the site for future service pages.

We also restructured the service menu around the new pages for quick, easy navigation, and re-optimised content regularly over the following year.