Case study · HairBiba

Five thin pages into a site that books.

HairBiba is a mobile hairdresser and home salon near St Neots. The old site was a template with a phone number on it. This is what the rebuild changed, counted, and what it cost.

HairBiba is run by Curtis's mother. We built and measured it exactly as we would for any client, and the numbers below are counted the same way.

Astro on Wix hosting · Bookings on Fresha · Package equivalent: Full Launch, £1,495 · September 2026

Drag it

Old site, new site.

Same page, same width, captured the week of the switch. Drag the handle.

Counted the same way on both

Before and after.

Before

Pages in the sitemap11five pages, six posts

Words across the whole site2,518home 286, about 266, services 388, reviews 115

Words in a typical post224119 in the source; the rest was rendered by script

Structured data0no JSON-LD anywhere

Blog post headlines1all six posts shared the H1 "Hair Care Tips and Expert Advice"

BookingPhoneno online booking on the site

After

Pages in the sitemap15eight pages, seven posts, each written for a search

Words across the whole site17,438prices, hours, the area, every service explained

Words in a typical post1,500+seven posts, every one over 1,500 words

Structured data10 typesHairSalon, Service, FAQ, Review, BlogPosting and more

Blog post headlines7one per post, matched to its title tag

BookingFreshaevery button on the site goes to the live diary

What actually changed

Six things, in order of how much they matter.

1. Every button goes to the diary

The old site had a phone number. The new one sends every "book" button, on every page and in every blog post, to the live Fresha diary with the home-visit versions of each service listed separately and the £10 call-out charge already in the price. A client can book at 11pm without ringing anyone.

2. Pages for the searches people make

"Mobile hairdresser Cambridgeshire", "hairdresser St Neots", "men's perm near me". Each now has a page or a section written to answer it, with the area, the prices and the hours on the page rather than "contact us for details".

3. Google can read the business

Ten types of structured data describe the salon, its services, its opening hours, its reviews, its area and its FAQs. The old site had none. This is what lets Google show hours and reviews in the listing, and lets AI assistants answer "is there a mobile hairdresser near Yelling" with a name.

4. Seven real posts instead of six duplicates

The old blog had six posts that all shared the headline "Hair Care Tips and Expert Advice" and about 120 words of source text each. The new one has seven posts of 1,500 words or more, each on one question, each linking to the booking page.

5. The viral perm video, on the site

Her most-watched Instagram reel now loops on the home page as a self-hosted video, four megabytes, with a sound toggle. It is the single most persuasive thing on the site and it was sitting on Instagram doing nothing for Google.

6. The listing and the site agree

Hours, address, phone and WhatsApp match the Google Business Profile exactly, with a note under the map that the pin is not quite on the house. Small, but mismatches like this are a common reason a local business does not show in the map pack.

What it has brought so far

In a single month the site took ten perm bookings through Fresha, over £1,000 of work from one service, from people who found her by searching rather than by knowing her. That is most of a Full Launch build back inside the month, and a perm is a client who comes back every couple of months. The site went live in September 2026; this page gets a fuller results section at ninety days with search impressions, clicks and bookings counted the same way, whichever way they have gone.

See it live

Go and book a haircut.

hairbiba.co.uk What this would cost you

Why it keeps paying

A lead from Google is free. The next one is too.

HairBiba paid once. The site is not a cost that stops when the invoice is paid, it is the one thing in the business that goes on bringing people in without being fed. Here is why, in three parts.

Free leads, for as long as the page ranks

An advert stops the moment the budget does. A page that ranks for "mobile hairdresser St Neots" sends the same people, for nothing, every day it stays there, and a well-built page stays there for years. The work is paid for once. Every click after that is a lead you did not buy.

This is the difference between renting attention and owning it. Ads have their place, we run them for clients, but the point of the site is that the searches people already make land on you without a bill attached.

It compounds, because Google remembers

Each service page earns its own searches. Each review makes the listing stronger. Each blog post answers one more question people type and links back to the booking page. None of it is undone by the next one; it stacks. A site that is six months old with thirty reviews and ten honest pages outranks a new one with the same prices, and the gap widens.

That is why the curve on the what-you-get page bends upward rather than running flat. HairBiba took ten perm bookings in a single month through the site. Nida Thai Massage went from no way to book online to ten plus a week. Neither number was there in week one, and neither has needed us to keep it there.

A new client is not one booking

The search brings someone in once. The business brings them back. A perm is redone every couple of months, a Profhilo course is two sessions and a top-up, a good fence gets the gate ordered and the neighbour asking who did it. So the value of one search result is a year of that client, plus the review and the referral, not the first invoice.

Which is the real sum behind "a website that pays for itself": one new client a month, each worth a year of bookings, from pages that cost nothing after the day they went live.

A salon client, found once, for "perm near me"

£100a visit, comes back every eight weeks

6 a yearin the first year

£600from one search result, before she tells a friend

A clinic client, found once, for "Profhilo Norwich"

£250a visit, books the two-session course, then the top-up

3 a yearin the first year

£750and leaves the review that brings the next one

A trade client, found once, for "fencing St Neots"

£420a visit, has the fence done, then the gate, then the neighbour asks

3 jobsin the first year

£1,500+from one page that ranked for one phrase

Get a plan for my business See the payback sums