Built from one script
Treatments, guides, comparisons, the twenty area pages, aftercare, prices and questions all come from one build script, so a change to the footer or the booking form reaches every page at once.
Case study · Burnley, Lancashire
Lip Blush & Brows
by Alison Burns
A local lead site for a Burnley brow and lip studio
Semi-permanent brows and lip blush, done upstairs at Escape Hair & Beauty on Briercliffe Road. The studio needed enquiries from across East Lancashire, so every page is written to be found for a treatment or a town and to end in a way to get in touch.
Visit lipblushandbrows.com
The look came from the studio’s own posters
Before there was a website, the studio already had a style in the posters it shared on Facebook: rose, gold, a price in a gold roundel and a small heart on a hairline. The site carries that look on, with the same photography, so a client who knows the posters recognises the website straight away.
Named for the treatment people search for
A search for semi-permanent make-up in Burnley starts with the treatment. So the name on the door is the treatment, the artist’s name sits underneath it, and the site is built page by page around the words people use: powder brows, lip blush, what it costs, does it hurt, how healing goes.
Twenty area pages, each with its own drive
Every town within about half an hour has a page of its own, with the real route to the studio: fifteen minutes along the M65 from Colne, half an hour over the tops from Todmorden. Two more pages cover Pendle and Rossendale as a whole.
Burnley and Pendle
- Burnley
- Padiham
- Nelson
- Brierfield
- Colne
- Barrowford
- All of Pendle
Hyndburn and Rossendale
- Accrington
- Blackburn
- Great Harwood
- Rawtenstall
- Haslingden
- Bacup
- All of Rossendale
Ribble Valley
- Clitheroe
- Whalley
Further afield
- Preston
- Todmorden
- Hebden Bridge
- Skipton
A suitability check that keeps health answers in the browser
Six questions tell a visitor which treatment suits them and whether anything in their health means waiting or speaking to their GP first. Health answers count as special category data under UK data protection law, so the check scores them on the visitor’s own device and never sends them anywhere.
Stays on the visitor’s device
- Pregnancy or breastfeeding
- Roaccutane in the last twelve months
- Blood thinners or a bleeding disorder
- Diabetes
- Chemotherapy or radiotherapy
- Keloid scarring
- Eczema, psoriasis or an infection in the area
- Cold sores
- Recent Botox or filler
- Past reactions to pigment or numbing cream
Sent to Alison, if the visitor asks
- Name
- Mobile or email
- The treatment suggested
- When they would like it done
That is the whole message. The check works without an email address, and a visitor sees their answer before deciding whether to send anything.
Prices in full, in the studio’s gold roundels
£295Powder brows
£295Ombré brows
£325Combination brows
£195Lip blush
Each price covers the consultation, the patch test, the appointment and the perfecting session six weeks later. Colour boosts, correction work and brows and lips together are priced on the same page.
A build that refuses to ship gaps
The build stops if any page is missing a way to get in touch, links to a page that does not exist or points at an image that is not there.
Licence and insurance on every page
Every footer says the artist is licensed by Burnley Borough Council for semi-permanent skin colouring and insured through Professional Beauty Direct.
Enquiries go straight to Alison
All three of the site’s forms were tested end to end, with the message landing in the studio’s own inbox. WhatsApp is one tap away on every page.
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