Beauty salon marketing built around a local business in Italy: a website created from scratch, a presence in Google and a coherent direction for its services, brand and local customer acquisition.
Ramy di Luce is a salon in Italy. The project began without a digital infrastructure built around the business, and the objective went beyond simply launching a website.
We started with positioning, services, the local customer and the natural journey from search to contact. The website, Google presence and marketing plan needed to tell the same story and work towards the same goal: greater relevant visibility for the salon.
For a local business, the website does not work alone. We connected it with the elements that help customers discover the salon and reach it more easily.
We defined what the salon needed to communicate, which services should be prioritised and how its digital presence should work as part of a marketing plan rather than as a collection of disconnected accounts and pages.
We built the salon’s digital foundation from scratch, with structure, content and user experience designed for a local beauty business and the need to turn interest into enquiries.
We built and connected the salon’s local presence in Google so it can be discovered not only through the website, but also when people search for services in their area.
The website and local presence form part of a broader marketing direction that can incorporate content, social media, SEO and campaigns when the business objectives call for them.
A customer may discover Ramy di Luce on Google Maps, through a search, on social media or via a recommendation before visiting the website. Every touchpoint needs to reinforce the same business and positioning.
That is why the project was never simply about “building a website”. We created a digital foundation where the website, local search, content and marketing direction can support one another.
Ramy di Luce now has a digital infrastructure that can support both local discovery and the salon’s longer-term communication and marketing.
An owned digital base for presenting the salon and its services.
Google Business Profile and Google Maps integrated into the digital ecosystem.
The website can be developed around searches relevant to the salon’s services and location.
Every touchpoint can communicate the same positioning and services.
Digital activity can be prioritised around objectives rather than carried out in isolation.
Content, social media and advertising can be added and adjusted without rebuilding the system from scratch.
Note: This case study presents the project’s direction and components without publishing sensitive commercial information, implementation tactics or details from the client’s internal marketing plan.
Strategy, website, local search and content — connected around the salon and the customers it wants to attract.
You may need a website. Or the real issue may be visibility in Google or your local presence. Perhaps you first need a clearer marketing direction. We start with the business, then choose the tools that make sense.
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