From Instagram only to a colourist brand that new clients find on Google

The Tone Doctrine is an independent hair colourist in Calgary, working without a salon marketing team or a front desk. Her Instagram was active, and her clients came from Instagram, Facebook and referrals.

The goal was a steady base of regular clients, built by reaching a new audience: people who have never seen her social media and look for a colourist on Google.

• Clients only from social media and referralsAlmost every booking came through Instagram, Facebook or word of mouth
• Invisible in searchPeople looking for hair colour in Calgary on Google could not find her
• No brand beyond the feedHer work lived in an Instagram feed, with no look or name that carried anywhere else
• No Google Business ProfileShe was missing from Maps, where most local beauty searches land
• No numbersThere was no way to see how many people found her or tried to book

• A brand of her ownProblemNothing outside Instagram looked or felt like her work.What we didA brand identity for The Tone Doctrine: wordmark, colour palette and type, carried through the site and the Google profile.
• A website built on search demandProblemPeople searching Google for a colourist in Calgary had nowhere to land.What we didA site structured around what people in Calgary search for in colour work, with services, work and a booking button.
• Google Business ProfileProblemShe was missing from Maps and local results.What we didThe profile launched, set up and optimised under her own name.
• Ready to collect reviewsProblemNew people had no reviews to trust.What we didEverything prepared so she collects reviews herself and keeps climbing in local results.
• Analytics and monthly reportsProblemThere was no data on who visits and who books.What we didTracking set up, with a monthly report on site visitors and clicks on the Book button, plus profile stats she sees herself.
• Ready for Google local adsProblemPaid local search would have had nothing to measure against.What we didTracking and profile in place, so local ads can be switched on and measured from day one.
• A clear handoverProblemSites built by an agency often stay locked with the agency.What we didThe site, the profile and the reporting handed over so she owns and runs them.

Google Business Profile

The website, section by section

• A path to steady regular clientsNew clients now find her through Google, beyond social media and referrals, and can become regulars
• A foundation for growthBrand, website, Google Business Profile, reviews and analytics working together
• Decisions based on numbersEvery month she sees how many people visited the site and pressed Book
• Ready for the next stepGoogle local ads can launch on top of an infrastructure that is already measured