Case study

The site was live
before the doors were.

The salon and the site are the same age. We built the website, the booking path and the Google profile before opening day, so the first person in Cairns searching for a nail salon could actually find one. In month three, Search Console recorded 530 search visits and Analytics recorded 349 taps on the book button, both up again on the month before.

City Nails & Beauty website shown on a laptop in a studio render
City Nails & Beauty mobile website shown on a pair of angled phones in a studio render
Book a callVisit the site

The full scope

Three months in. Here is what happened.

The salon and the site both opened three months ago with nothing behind them. Since then, search visits have gone up every month and the book button is now tapped hundreds of times a month. Google has shown the site more than 24,000 times in that window.

349

taps on the book button in month three, up 46% on the month before

Google Analytics
530

visits from Google search in month three, up 54% on the month before

Google Search Console
13,686

times shown on Google results pages, up 63% on the month before

Google Search Console

Numbers from Google Search Console and Google Analytics for the site's third month, 13 July to 12 August 2026.

How it came together.

Where they started

City Nails & Beauty is a nail and beauty salon in Earlville Shopping Town, Cairns, and the business is exactly as new as its website. Three months ago it had no site, no reviews and no name locals knew.

A new salon does not get a grace period. From the first day of trading, someone nearby searching “nail salon near me” either finds the business or books somewhere else. We built the site, booking link and Google Business Profile before opening day so customers could find accurate services, prices and contact details immediately.

What we built

A custom website, booking path, business domain, email and Google profile set up in the client's name before opening day, then monitored and improved each month.

  • Custom-coded build: no template, no page builder.
  • Phone-first and fast: tuned for Core Web Vitals.
  • A page per treatment: each one shows its price.
  • Online booking: plus click-to-call on every page.
  • Search foundations: semantic markup, structured data, sitemaps and a connected Google presence.
  • Set up in their name: .com.au domain, matching email, Google Business Profile.
  • Socials and reviews: Instagram live, printed QR cards for Google reviews.

Built to get bookings

The site looks the part, but every choice on it was made to get a visitor to book.

A headline about the customer

“Feel Confident, Head to Toe” leads with how you want to feel walking out, not with a list of services.

One obvious next step

“Book Your Visit” sits on every page, with tap-to-call right beside it for anyone who wants a same-day spot.

Prices out in the open

Every treatment shows its price and how long it takes. No “call for a quote” and nothing to slow a booking down.

Booking with no friction

Book online in seconds, no deposit, pay in salon. Walk-ins welcome and open 7 days, so there is always a way in.

Proof where it matters

Google reviews, hygiene and aftercare answers, opening hours and free parking, all sitting next to the booking button.

Fast, and built for thumbs

Nearly every local search happens on a phone, so the site is quick and easy to use one-handed.

The first three months, in full.

Everything on this page was recorded inside the business's first three months. The salon opened the same month the site launched, with no ad budget and no search history behind it.

Every month has been bigger than the one before it. In July we rewrote the home page to reach people searching Cairns, not only Earlville, and merged a second page that was competing with it. In the three weeks after, visits from that search went from 6 to 18 and the salon moved from about 5th to about 4th on it.

Three months is early, and we would not read it as a prediction of what comes next. What it does give is a starting point: from here, every change gets measured against numbers that already exist.

Three months of real numbers from a brand new salon.

399283474AprMayJunJul
Visits from Google search, by monthGoogle Search Console. August is still in progress and is left out.
Max did our website before the salon even opened and set everything up for us, the domain, the email, the Google listing, all in our name... Highly recommend if you want it done properly.
Huong Le, City Nails & Beauty
5-star review on Google

More work

The website Ohma built for Brighton Beauty Studio
Brighton Beauty Studio
Nail & beauty salon, Brighton, Adelaide

Run a salon? Let's get you found the same way.

If your business takes bookings, we build the site, the booking path and the Google presence that goes with it. We will not promise you a ranking or a number of bookings, but you will always be able to see what the site is doing.

Book a call

Adelaide based, building for salons across Australia. No pressure on the call.