Beyond Hair
How Website Restructuring Elevated The Color Room's Full Service Menu
The Challenge
The Color Room had built a strong reputation for exceptional hair services, but they offered much more. Their menu included advanced skincare treatments like microneedling, chemical peels, and laser services. However, their website structure – built when they first opened – wasn't growing with their business.
With all services cramped into just two main pages (one for hair, one for skin), their advanced treatments were buried where potential clients couldn't find them. This meant their hair services dominated their online presence, while profitable skincare services struggled to attract attention. The basic website that had served them well in their early days was now limiting their growth.
What Wasn't Working
The website's outdated structure was creating critical problems for their business:
Hard for clients to find specific treatments they were looking for
Difficult to show up in Google searches for non-hair services
Challenging to share enough information about each service
Nearly impossible to track which services were getting the most interest online
It was like having a beautiful spa with all the treatment rooms hidden behind a single door – potential clients walking by could only see a fraction of what was actually available inside.
The Solution:
Giving Every Service Its Spotlight
We reorganized the website to make it work harder for the business.
Instead of just two service pages, we created:
Four main service categories that make sense to clients:
Hair Services
Skincare Services
Spa Services
Specialty Services
Individual pages for each service, including:
Hair coloring, Haircuts, Hair extensions
Facials, Chemical peels, Microneedling
Laser hair removal and Other laser services
Bridal Hair & Makeup and Waxing services
By giving each service room to shine, the new structure opened doors to untapped growth opportunities.
Why This Works Better for Everyone
For Clients
Clients can now find exactly what they're looking for in seconds, without scrolling through an endless page of services.
As they browse, they naturally discover the full range of offerings, opening doors to treatments they might not have known were offered.
For the Business
Services now have the visibility they deserve in search results, with each treatment optimized to attract the right clients.
Every service page provides space to showcase their expertise through detailed descriptions, before/after photos, pricing details, and frequently asked questions.
For Marketing
When potential clients search for specific services in Wentzville, they're more likely to find The Color Room now.
The clear, organized structure makes it easier to run targeted ads, social media campaigns and share detailed information about each service, helping attract exactly the right clients.
a smart website structure can help your whole business shine - not just the services you're already known for.
Early Signs of Success
Just weeks after launching the new structure, we're seeing exciting changes in how people are finding and connecting with The Color Room - both in raw data and real business impact.
For the data-driven, the numbers tell a compelling story: organic search is driving 979 sessions (nearly triple the direct traffic), with impressive page views across all service categories - 475 for hair services, 381 for advanced skincare, and 207 for spa services. In marketing terms, this means the new structure is already delivering more balanced service visibility.
In everyday terms? The website is no longer just attracting "hair people." When someone in the area searches for treatments like chemical peels or microneedling, they're finding The Color Room - and spending quality time learning about these services. On average, visitors explore the site for over two minutes, suggesting they're discovering services they didn't know were available.
The most exciting metric for any business owner: nearly 300 appointment booking interactions in just the first few weeks, with 690 first-time visitors discovering what The Color Room has to offer. Whether you speak "digital marketing" or not, that's the kind of growth that directly impacts the bottom line.
Ready to Give Your Services the Spotlight They Deserve?
If your business has evolved beyond your website's capabilities, you might be facing the same challenges The Color Room once did. Whether you're a growing salon with hidden service potential, or you're simply ready to turn your website into a more powerful business tool, let's talk about giving every service the visibility it deserves.