Casmetology Case Study
From Invisible to Fully Bookable Online: Lana Beauty NYC
Website: https://lanabeautynyc.com/
Industry
Aesthetic & skincare services, New York City
Services Provided
Website development, bilingual content, local SEO, Google Business Profile setup and optimization
Challenge
Lana is an experienced and talented cosmetologist, but she had close to zero online visibility.
No real website.
No clear service structure.
No Google Business Profile working in her favor.
She relied mostly on word of mouth, which capped growth and made it hard for new clients to find or trust her online, especially in a competitive NYC market.
On top of that, her audience is bilingual. Many clients search in English, others in Russian. Without support for both, she was invisible to a large part of her ideal customer base.
Solution
The goal was simple and non-negotiable:
Full online visibility with clarity, trust, and zero friction to contact.
That meant three things had to work together:
A professional, conversion-focused website
Clear service structure in two languages
A strong Google Business Profile that actually shows up
No shortcuts. No half measures.
What we Built
1. Dual-Language Website (English + Russian)
I created a fully bilingual website that allows visitors to switch languages instantly, without confusion or broken UX.
The site includes:
Clear service pages so both users and Google understand what Lana offers
Trust-building content that highlights her experience and credentials
Simple contact paths everywhere on the site
Every page includes:
Click-to-call buttons
Click-to-text buttons
Contact form for users who prefer not to call
On mobile, this matters a lot. If someone wants to book, there is nothing slowing them down.
2. Conversion-Focused Structure
This was not built as a pretty brochure.
The site was structured to answer the questions clients actually have:
Is this safe?
Is this professional?
Can I trust this person with my face or body?
How do I contact her right now?
Services are grouped clearly, content is scannable, and calls to action are consistent.
3. Google Business Profile: Opened & Optimized
I opened and fully optimized Lana’s Google Business Profile from scratch.
That included:
Correct category and service setup
Optimized business description
Photos aligned with branding and services
Proper contact information and location details
The result is a clean, professional Google presence that matches the website and builds immediate trust when people search her name or services.
Results
After implementation, Lana went from almost invisible online to fully present and credible across Google.
She now has:
✅ A professional bilingual website that supports both English and Russian searches
✅ Clear service visibility for potential clients
✅ One-click calling and texting directly from the site
✅ A polished Google Business Profile that reinforces trust
Most importantly, her online presence now matches the quality of her real-world work.
Why this worked
This project succeeded because the fundamentals were done right:
Website and Google were built together, not separately
Language was treated as a growth lever, not an afterthought
Conversion was prioritized over decoration
No gimmicks. Just solid execution.
Lana did not need more talent or better services.
She needed visibility, structure, and trust online.
By building a bilingual, conversion-focused website and pairing it with a properly optimized Google Business Profile, we created a complete online foundation that supports real business growth in NYC.
This is what happens when online presence finally matches offline expertise.