case study

Introduction

We partnered with Shine Hair Salon to breathe new life into their outdated digital presence. Despite operating two thriving Houston Heights locations with stellar reviews and a loyal customer base, their website didn't reflect the vibrant, welcoming atmosphere clients experienced in person. Through modern web design in Houston, professional photography, and comprehensive branding, we created an online experience as captivating as their salon chairs, making appointment booking effortless and showcasing the talented stylists who make Shine truly special.

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Client Background

Shine Hair Salon, founded by owner Cherryl Gryder, operates two bustling locations in Houston's Heights neighborhood: Shine In The Heights and Shine On Heights. Known for exceptional service, skilled stylists, and a philosophy that beauty radiates from the inside out, Shine has built a stellar reputation through word-of-mouth and glowing reviews. However, their digital presence hadn't kept pace with their success. The existing website was cluttered, difficult to navigate, and failed to showcase their talented team or streamline the booking process that modern clients expect.

Challenges Faced

Outdated User Experience

The previous website featured confusing navigation, making it difficult for potential clients to find service information or book appointments at either location.

No Staff Showcase

With highly skilled stylists as Shine's greatest asset, the old site failed to introduce the team or highlight individual expertise, missing opportunities to build personal connections before clients even walked through the door.

Cumbersome Booking Process

The salon's booking system wasn't properly integrated, creating friction for clients trying to schedule appointments at either the Shine In or Shine On location.

Inconsistent Branding

Without a cohesive style guide, the salon's visual identity lacked consistency across platforms, diluting brand recognition in Houston's competitive beauty market.

Poor Mobile Experience

In an industry where clients often book on-the-go, the site's mobile performance was inadequate for today's smartphone-dependent consumers.

Our Approach

Our Houston-based web design team focused on creating an online experience that captured Shine's welcoming energy and "look good, feel good, shine" philosophy. We prioritized:

User-Centric Design

Developed intuitive navigation that guides visitors effortlessly from browsing services to booking appointments at their preferred location.

Personality-Driven Content

Showcased Shine's talented stylists through professional photography and individual profiles, helping clients find their perfect match before their first visit.

Seamless Functionality

Integrated the Phorest booking system directly into the website, making scheduling appointments at either Heights location frictionless.

Visual Storytelling

Added subtle animations and modern design elements to create memorable first impressions while maintaining fast load times.

Clear Pricing Strategy

Displayed service pricing transparently without overwhelming visitors with endless scrolling or hidden information.

Solution Implemented

Modern Webflow Website

Our web design approach for this Houston salon centered on creating a sleek, modern platform that mirrors the salon's contemporary aesthetic:

• Clean, intuitive navigation separating the two locations clearly
• Dedicated service pages for Cut & Style, Extensions, Color & Chemical services, Conditioning Treatments, and Makeup Application
• Integrated booking system for both Shine In The Heights (518 E. 11th Street) and Shine On Heights (1051 Heights Blvd)
• Staff profiles for both locations with individual booking capabilities
• Client testimonials prominently featured to build trust
• Mobile-responsive design ensuring perfect functionality across all devices
• Subtle animations enhancing the homepage experience without sacrificing performance

Professional Photography

Conducted comprehensive photo sessions capturing:

• Individual stylist portraits showcasing personality and professionalism
• Workplace photography highlighting both locations' modern, welcoming atmosphere
• Behind-the-chair action shots demonstrating expertise and client care
• Salon interior photography emphasizing the clean, contemporary environment

Comprehensive Style Guide

Developed complete brand guidelines ensuring consistency:

• Color palette reflecting Shine's vibrant, welcoming energy
• Typography standards for digital and print applications
• Logo usage guidelines for both salon brands (Shine In and Shine On)
• Photography style and tone guidelines
• Icon and graphic element standards
• Social media templates maintaining brand cohesion

Integrated Booking Experience

Streamlined the appointment scheduling process:

• Direct integration with Phorest booking platform
• Location-specific booking pathways for both Heights salons
• Automated confirmation and reminder systems
• Staff selection capabilities allowing clients to book with their preferred stylist

Results & Impact

Enhanced User Experience

The modern web design elevated Shine's digital presence, creating an online experience as inviting as walking into their salons. Intuitive navigation and clear calls-to-action reduced bounce rates and increased booking conversions.

Streamlined Booking Process

Seamless integration of the booking system made scheduling appointments effortless, reducing front-desk phone calls and empowering clients to book 24/7 at their convenience.

Staff Connection

Professional photography and individual stylist profiles helped clients feel connected to their stylist before arriving, increasing retention and building personal relationships that drive loyalty.

Brand Consistency

The comprehensive style guide ensured visual coherence across the website, social media, and both physical locations, strengthening brand recognition throughout Houston's Heights neighborhood.

Mobile Accessibility

Responsive design catering to on-the-go booking habits captured mobile users who previously abandoned the old site due to poor mobile performance.

Competitive Differentiation

In Houston's saturated salon market, Shine's polished web design positioned them as a premium yet approachable option, attracting clients seeking both quality and convenience.

Conclusion

Through strategic web design services tailored for Houston's beauty industry, we transformed Shine Hair Salon from a local favorite with an outdated website into a digitally empowered business with a captivating online presence. The modern Webflow platform, professional photography, comprehensive branding, and seamless booking integration now reflect the exceptional experience clients receive in both Heights locations.

Whether you're a salon owner, beauty professional, or service-based business in Houston looking to align your digital presence with your in-person excellence, we're ready to help you shine.

Services Delivered:

• Custom Webflow Website Design & Development
• Professional Photography (Stylist Portraits & Workplace)
• Brand Style Guide & Identity System
• Booking System Integration
• Responsive Mobile Design
• Ongoing Website Maintenance

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