CASE STUDY

The Beauty Room Denmark

Beauty Studio — Denmark, Western Australia

A calming, high-end website that streamlined bookings and now ranks on page one of Google locally.

A laptop displaying The Beauty Room's one-page website

Macrame wall hanging in The Beauty Room Denmark

Project Snapshot

Services: One-page website, full copywriting, integrated online bookings, UX flow, SEO strategy

Scope: Brand new digital presence bringing a deeply nurturing, slow-beauty studio into the online world with clarity, calm, and professionalism.

The Challenge

Before we worked together, The Beauty Room Denmark was thriving in care and craft, but invisible online.

The business ran entirely through:

➵ word of mouth
➵ social media posts
➵ text messages
➵ scattered DMs

There was no central place for clients to:

➵ understand her treatment menu
➵ learn about her slow beauty methodology
➵ self-select services confidently
➵ book appointments easily
➵ experience the calm, considered energy of Lonnie’s studio

Lonnie’s philosophy is truly special; nurturing, intentional, grounded, thoughtful — but none of that translated digitally.

The result?

➵ Admin overload
➵ A booking process that felt clunky and inconsistent
➵ Clients unsure which treatment suited them
➵ Limited local reach
➵ A brand experience that didn’t reflect the quality of her care

Woman having an eyebrow shape and tint at The Beauty Room Denmark

Her goals were simple and powerful:

➵ Increase her client base
➵ Reduce admin and streamline bookings
➵ Create a calming, professional online presence
➵ Position herself clearly within the local beauty market
➵ Bring her studio philosophy to life through warm, inclusive messaging

Lonnie wanted a website that felt like an extension of her treatment space; grounding, gentle, and deeply considered.

The Strategy

This project required more than a website; it required translating a feeling into a digital experience.

Here’s how we did it:

1. Build a brand story rooted in Lonnie’s philosophy

We crafted messaging around:

➵ slow beauty
➵ intentional care
➵ nurturing touch
➵ personalised treatment experiences
➵ her gentle, grounded ethos

The tone was warm, inclusive, knowledgeable, and calming.
A perfect match for her space.

2. Clarify her entire service menu

Clients previously had no idea what treatments included or which were right for them.

We solved that with:

➵ simple, intuitive menus
➵ treatment descriptions that educate without overwhelming
➵ clear structure
➵ gentle guidance toward appropriate services
➵ pricing transparency

This reduced friction and increased conversions instantly.

Beautician Lonnie Marshall in her beauty salon in Denmark WA

An ipad displying The Beauty Room's powerful one-page website

3. Create a seamless online booking experience

No more tracking appointments through messages and DMs.

The new system:

➵ streamlined admin
➵ elevated the client experience
➵ made booking natural and stress-free
➵ positioned Lonnie as a professional, high-end service provider

4. Local SEO as a growth driver

We built the site using a strong local SEO framework.

The result?

The site now ranks on page one of Google for core local beauty searches

— a huge win for a home-studio business.

5. A visual and emotional aesthetic crafted with intention

The site needed to feel like the studio experience:

➵ calming
➵ grounded
➵ feminine
➵ minimal
➵ gentle

The user experience is gentle and spacious, just like Lonnie’s treatments.

An ipad displaying The Beauty Room's stunning one page website

The Transformation

Within weeks of launching:

➵ She secured seven bookings in a single weekend after sharing her new site
➵ She now receives consistent new client enquiries
➵ Local clients praise how calming and professional the website feels
➵ She no longer chases or clarifies bookings
➵ Clients arrive more informed (and more aligned)
➵ Word of mouth now amplifies onto a beautiful digital home that converts

Beautician Lonnie Marshall sitting in her beauty studio

“Letitia made the process seamless throughout.

She brings a considered creativity to the table with her intent to build something that represents you. I felt heard and guided during the process. I highly recommend her — she’s a gem.”