2024
After completing a full review of the website, I returned to Benny with a plan for a complete digital refresh. After my review, I noticed a few things:
The website wasn’t on the first page of Google search results
There are a lot more users of this website on mobile than on desktop
A lot of the images on the site didn’t have alt text
Lack of Keywords or noticeable call to action
These observations required more than some small edits, so I came back to Benny with a plan for his website that would 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 store visits. These updates are based on data collected from the website:
Website Updates
Updated website copy with more keywords related to the shop, services, and website
Updated app section
Added more photos and updated photo alt text
Made the site more mobile-friendly
Adding more pages (Barber Profiles, Updated Download Apps page, Updated Yorktown page)
Barber Profile Directory
Their bio and professional background
Links to their social media profiles
A personalized gallery showcasing their work
Languages spoken
Customer reviews
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.
The Executive Barbershop
2022
The Executive Barbershop needed a central point for booking information, a space to find details about the shop, and a platform to introduce their barbers, allowing each to stand out from the others. I did some research, looked to see what some competitors were doing, and came back to Benny with a plan. I needed to create a website that would be a hub for barbers, clients, booking information, and information on each of the shops. The first year brought in solid results with 4,000 visits and 8.7 thousand page views.
Towards the end of 2022, Benny asked if I could create a site for his new Yorktown shop. This site included a gallery, links for reservations, contact information, services provided at this shop, and a barber profile list like the original shop. This shop was marketed to be a more premium and private experience with an interior to match. The other major update needed was a careers page for the new shop. So I created a job description page and a form for potential applicants.
2023 Website Visits
2024 Website Visits
2025
March 2025 was the first time that we used Google Ads for the shop, and I would say that it was a success. Since then, the site has maintained more visitors since last year up to this point (21% more), and the bounce rate has lowered to about 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, but I wasn’t able to show up at the shop, so I had to repurpose photos from the website and social media. I made sure to showcase the barbers’ talent, the shop itself, and to stand out from other shops. 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. By the end of March, we had attracted 1,100 visitors and maintained 21% more visitors on the site than last year since the beginning of the Google Ads campaign.
2025 Website Visits
