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1st Click Works
Case Study: A Small Business Website Redesign That Works
Introducing BeckyHoughtonStudio.com
BeckyHoughtonStudio.com, was launched early last month, and already is enjoying steady web traffic as a result of Page 1 and 2 positions on Google and Bing for more than 15 highly relevant keyword phrases.
A collaborative effort of 1st Click Consulting and web designer Armgardt Design, the site is a prime example of what a simple, 5-page site can do if it is well optimized for search engines and the target market.
Our goal in designing the site was to create an attractive, but unintimidating, site that would appeal to Colorado women. Studies show that changing hair stylists is stressful for most women, so it was important that the site make potential new clients comfortable with Becky. Houghton's clientele is primarily in the age range 25-55, and she specializes in cuts, color and hair extensions.
To encourage prospects to give her a try, 1st Click Consulting recommended that Houghton offer a choice of two different first-time customer “freebies.” Instead of a discounted haircut, which might attract too many who are just looking for a one-time cheap cut, Becky’s website offers either a special deep-conditioning or a shine-enhancing hair treatment. Both are little luxuries that most would not normally treat themselves to. And, because she includes these in her menu of services, it is easy to value these offers.
The site is designed for Internet marketing both in its public content and its behind the scenes technology. The site is created in standard HTML and does not include a content management system.
The dynamic images on the home page are created not in Adobe Flash, but rather change dynamically as a result of a small javascript code. This makes the page easier and faster for the search engines to index. In addition, the headline “Custom Cuts and Color in Highlands Ranch” is not part of an image, which the search engines could not “read,” but rather standard text formatted in this way as part of the site’s stylesheet.
The content of the site was created around five keyword phrases, one for each page of the site. Additional related phrases were also incorporated into the page text. As an example, the home page targeted the phrase “hair stylist Highlands Ranch CO,” with “best hair stylist Highlands Ranch” as a related target. The site now ranks on page 1 for “hair stylist Highlands Ranch CO” on both Google and Bing. For “best hair stylist Highlands Ranch” the site has a page 1 position on Google and a page 2 ranking on Bing.
Houghton plans to further her Internet marketing by investing in enhanced localized optimization for her site and beginning a pay-per-click advertising campaign.
Posted by Janet Bye Macdaniel on 2nd July, 2010 | Comments | Trackbacks
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