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Laptop with beautiful hair salon website displayed.

a gorgeous sonoma salon deserves a beautiful brand

Estela Salon Photo Shoot, Website Design, SEO, Marketing Strategy, Business Collateral Design & Social Media Strategy

the challenge:

build a beauty brand that turns heads

Together with her husband Jeff, experienced beauty professional Estela Buonaccorsi transformed an old Sonoma Craftsman bungalow into a light-filled oasis of fresh flowers, muted tones, and a modern farmhouse aesthetic, bringing their dream salon to life. But as a new business, estela salon lacked a brand, a website, and a social presence—all important ways to stand out and grow a client base in a crowded space. We were inspired and excited to create a unique brand expression for this special place, starting with a custom photo shoot to populate a beautiful website that conveys the salon’s tranquil vibe.

an inviting website creates a premium look and feel

Featuring a modern, open layout and beautiful photography overlaid with the salon’s signature warm pink tones, the site’s dynamic flow highlights estela’s services, provides stylists’ bios, and includes a products section, complete with a special promotions area to feature Estela’s affiliation with BeautyCounter. We also incorporated an Instagram feed to keep the site feeling fresh and relevant. Finally, we created new SEO for each section of the site to significantly improve the salon’s search rankings.

powerful social media strategy and dynamic posts engage clients

To further grow her audience of potential customers, we developed an on-brand Instagram presence and a business Facebook page where new and existing clients can enjoy that special estela salon feeling—even between salon visits. We also created a social media marketing strategy to help Estela better deploy hashtags across her accounts, as well as provided guidelines on messaging and other ways to create themed posts and promotions to drive new and repeat business.

excellent online and in-person experience + smart SEO makes an impact


search impressions in 3 months

with avg. clickthrough rate of ~ 5%

then visit the site, get directions, or call


of all site traffic

comes through organic search


Estela salon is a great example of how strong branding can deliver real results. After the launch of the website, this small salon saw an immediate 5% increase in product sales and appointments! To further extend their brand and create compelling client touchpoints, we created menu cards, client intake forms, gift cards, and elegant invitations for the Grand Opening launch party. Today, we’re thrilled to report that with our ongoing consulting and marketing guidance, estela salon continues to grow and thrive.

“Thank you so much for all the ways you have helped bring our dream to life.”

Estela Buonaccorsi, Owner — estela salon, Sonoma

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