Dalila Hairdressing - Online identity refresh

Dalila Hairdressing needed a website that reflected the stylist’s personality and made the booking experience clearer for clients. The existing site was generating admin overhead from incorrect bookings and didn’t communicate the full-service, premium experience Dalila offers.
I redesigned and rebuilt the site in Astro, restructured the content, and overhauled the booking page to guide clients through the right choices. Wrong bookings dropped to almost zero, and average search position improved from 9.3 to 5.7.

The existing site wasn’t telling Dalila’s story. It lacked personality, didn’t reflect her premium positioning, and gave clients no guidance when booking. Colour services require a finishing service, and hair length affects pricing, but neither was explained anywhere. Clients were regularly booking incorrectly, creating avoidable back-and-forth admin before every appointment.
The site also had limited content depth and no FAQs, which was hurting discoverability as more users search through LLMs and AI-powered search tools.

I rebuilt the site from scratch in Astro, migrating from Hugo. The redesign centred on three things: story, trust, and booking clarity.
The content was rewritten to reflect Dalila’s personalised approach and full-service philosophy. New photography was taken to show her current work and style. Real client testimonials were added to build social proof.

The booking page was restructured around an “Important Booking Info” block that explained that colour services always include a finishing service, with visual examples of different hair lengths to help clients pick the right option with confidence. This removed the ambiguity that was causing incorrect bookings.

FAQs were added intentionally to improve discoverability in both traditional search and LLM-driven results. Average search position improved from 9.3 to 5.7, CTR moved from 7% to 7.3%, and admin from wrong bookings dropped to almost zero.