2024

After completing a full review of the website, I noticed a few things that I knew I could help with:

• The website wasn’t on the first page of Google search results

• There are more users of this website on mobile than on desktop

• Most of the images on the site didn’t have alt text

• There was a lack of Keywords or a noticeable call to action

My plan for his website was to find ways to increase engagement across the website, add more keywords to the site, increase the amount of time spent on the website, and increase conversions on app downloads and barbershop visits.

Website Updates

I started the updates by looking over the website once again and updating website copy with more keywords related to the shop, services, and the site itself. In addition to including more keywords, I would go on to link more pages together and create more pages in general. One of the best-performing pages that I added was the barber profiles (Newport News profiles, Yorktown Profiles). On these pages, I gave the barbers more of an opportunity to show themselves off. The barber profiles included each barber’s bio, portfolio, photo gallery, and a spot to showcase their client reviews. In addition to updating keywords, backlinks, and adding more pages, I wanted to make sure that all images on the site had alt text on their photos to assist in SEO and accessibility. I made sure to make the site’s layout more mobile-friendly because 80% of the users are on mobile devices.

I began working on these website updates around July 2024, and we saw almost immediate results in website visits, which is a good indicator of other stats on the site, including unique visitors and page views, which increased by at least 25% each. Adding more pages, buttons, and improving the site’s SEO brought more users to the site. The Executive Barbershop page now shows up within the top 10 of Google searches and has only been improving, all organically.

2025

March 2025 was the start of our first Google Ads campaign for the shop. Since then, the site has attracted more visitors than last year, up to this point (21% more), and the bounce rate has decreased to approximately 42%. Up until now, all traffic to the site has been organic. If given the chance, I would’ve liked to take photos for these ads, so I chose to repurpose photos from the website and social media. I made sure to showcase the barbers’ talent and the shop itself. Below are a few examples of the ads that I created. I made sure to include reviews, call-to-actions, and simple ads that led to the website.

2026

For the new year, I was tasked with creating a Google Ads campaign for The Executive Barbershop to drive more business to their Newport News location. The shop had recently brought on new hires and needed to fill additional seats, so increasing local visibility was the main priority.

Before launching ads, I updated the website to better handle incoming traffic. I separated the Newport News location from the main page and created a dedicated page for it so users could find location-specific information more easily. I am currently waiting on updated shop images so the page can visually match the Yorktown location. I also implemented link redirects for each shop and reviewed the rest of the site to ensure everything was optimized and up to date.

For the Google Ads campaign, I reused existing images but structured the messaging to emphasize the Newport News location and encourage bookings there specifically. I incorporated keywords related to the brand, services, location, and general haircut searches to improve local reach and relevance.

Moving forward, I would like to capture original photos and videos to strengthen future campaigns and visual branding. I also recommended developing a blog with targeted keywords to further improve SEO and long-term organic traffic.