True Medispa is a large and busy independent beauty salon in Twickenham, offering an unusually wide range of beauty treatments including facials and peels, body treatments, hair removal, pedicures and manicures. The salon is a recognised stockist of major beauty brands including Dermalogica, Dermaroller and Elemis, Zeolight IPL laser treatment and more specialist non-surgical treatments such as Juvèderm and Restylane.
The medispa was originally known as Beauty and the Beach and included a sizeable sunbed business. Two Lizards created their first optimised website in 2008, successfully building traffic to the site through a focused offer-based approach and creating a brand which could compete effectively with other local salons and salon groups. With the decline in tanning business, the client re-launched the salon late in 2014 as True Beauty Salon & Medispa and Two Lizards developed a new website to reflect its change of direction and brand.
For the new website, we needed to create a totally fresh image that not only built on the silver and white of the True logo but reflected developments in the beauty sector such as the emphasis on a ‘clinic’ ethos, the growing popularity of cosmetic enhancement and a holistic, relaxing approach to the whole salon experience.
We needed to maintain visitor numbers during the changeover to the new site and domain. And the launch of the new website presented an opportunity to strengthen the salon’s ongoing digital marketing strategy with a more precisely-targeted and creative emailing campaign linked to specific offers.
To maintain ranking alongside a change of domain and total redesign, the new website retained much of its previous content but created faster, more visual primary navigation within a fully responsive format. The whole website was given a stronger product and offer focus, with responsiveness as the key quality throughout. This is now being developed through Two Lizards’ digital marketing campaign, which manages new and existing client contact more effectively to drive clients towards appointments and product purchases.
The new website has already helped growth in visitor numbers and this is expected to increase as the email campaigns generate more clicks per month. Most importantly, the website can be seen to generate improved sales for the medispa, and provides a firm foundation for future growth, based around the effective promotion of the salon’s most profitable treatments.