Client:
Nicholson & Griffin (established in 1990) is a hair salon franchise with many branches in central London and Canary Wharf.
Client website: nicholsonandgriffin.com
Challenge:
- Increase online bookings via the website by at least 15% within a year.
- Design a website with better functionality and user experience.
- Develop a marketing strategy for better engagement and clarity across the website, social media and in-store ads.
Solution:
Created and executed a voice-of-customer research plan, which included competitor analysis and interviews with 10 customers waiting in the salon. Additionally I created the web design, graphics, social media and in-store ads.
As a result of my research, I chose an informal and humorous writing style, which aligns well with the casual hair salon appearance. For example, on the Gents sale page I wrote, ‘Although the days of lockdown are thankfully over, our stylists learnt a lot about restyling. Or as some would say, ‘lockdown hair’! The client felt it was ‘funny, relatable and engaging’.
Service:
- Website copy and graphics for all web pages
- Web design
- Social media and in-store ads
- Marketing strategy development
Results:
“Nailed our tone of voice”
“Sabir did a fantastic job creating all of our website copy, in-store ads and social media as he nailed our tone of voice. Online bookings increased by over 22% just 5 months after Sabir did all the website copy, web design and graphics; he achieved the objective 7 months early. I hope for more growth in online bookings, so I’m looking forward to working with Sabir again in the near future to achieve this”
Anjana Silva, Director, Nicholson & Griffin
By July 2022 (5 months later), the company saw online bookings increase by over 22%, and they are now on track to more than double their objective by the end of 2022. My professional pictures and graphics boosted traffic because the salon relies heavily on visual appeal and looks. Additionally, the client believed my added humour helped increase conversions as it balanced the aggressive call-to-action tone.
Based on client feedback, the project has been successful, and I continue to work with this delighted client.
