CASE_STUDY // 05 · ARAYABEAUTY.COM
Eighty pages, because every
Araya Beauty is a salon and aesthetic clinic in Deansgrange, South County Dublin. Someone looking for lip fillers and someone looking for eyelash extensions are two different searches, two different prices and two different decisions — so they get two different pages. We built the site, run the search work, and keep both moving on an ongoing retainer.
Client
Sector
Engagement
Status
At a glance
Pages built & indexed
Articles published
Products in the online shop
Treatment categories structured
Integrated across every page
Ongoing monthly engagement
The brief
A treatment menu wide enough to get lost in.
Araya offers everything from eyebrow shaping and massage through to laser treatments, Profhilo and lip fillers. That breadth is the business’s strength and its navigation problem at once.
A visitor almost never arrives wanting “a beauty salon”. She arrives wanting one specific thing, at a price she can check, bookable tonight. If finding that takes more than a few seconds she goes back to the search results, and the salon never knows it lost her.
So the structure had to do the work: one page per treatment, grouped into categories a person would actually recognise, with pricing published rather than hidden behind an enquiry form.
Design decisions
Four choices that shaped the build.
One page per treatment
Microblading, eyelash extensions, Profhilo, Aqualyx and the rest each get their own page rather than a shared list. It serves the visitor looking for one thing, and it gives each treatment a page that can rank on its own terms.
Group by how people think
Eye care, facials, hand & foot care, hair removal — plus a separate clinic section for the medical-aesthetic work. Categories match the words a customer would use, not the way a salon organises its rooms.
Publish the prices
A full pricelist, openly available. In a sector where “price on request” is still common, publishing removes the single biggest reason someone leaves a page — and filters out enquiries that were never going to book.
Keep booking one tap away
Online booking reachable from every treatment page, so the gap between deciding and booking never involves going back to the homepage or picking up a phone during business hours.
The SEO
Local search is won one treatment at a time.
Nobody in South Dublin searches for “beauty salon services”. They search for microblading, or Profhilo, or laser hair removal, and they add a place name. Every one of those is a separate query with its own competitors, so every one needs a page of its own.
Structure as strategy
- 80 pages indexed, built on a nested treatment hierarchy
- Category-level hubs passing authority to individual treatments
- Separate clinic section for medical-aesthetic searches
- Yoast configured, with canonicals and Open Graph across the site
- WooCommerce catalogue structured for product search
Content on retainer
34 articles published and categorised by topic — aesthetics, skincare, eyelashes, salon news — written around the questions people ask before booking: what a treatment involves, how long it lasts, which option suits which skin.
The retainer keeps that running, alongside seasonal offers, pricing updates and the ordinary maintenance a live commercial site needs.
Laser hair removal guide
Dry skin treatment
SkinCeuticals facial benefits
All you need to know about eyelash extensions
Retail
A skincare shop attached to the treatment menu.
Alongside the treatments sits a WooCommerce shop carrying SkinCeuticals skincare — 21 products, filterable by category and price, plus gift vouchers.
It works because it follows the appointment rather than competing with it: a client who has just had a facial is the most likely person to buy the products used in it. The shop exists to capture that moment instead of letting it pass at the front desk.
Results
Where it stands now.
The search report is being compiled. These slots stay empty until the real figures land, so every number on this page can be traced to its source.
AWAITING DATA
Rankings for treatment terms
Source: Search Console
AWAITING DATA
Local pack visibility
Source: Google Business Profile
AWAITING DATA
Organic clicks & impressions
Source: Search Console
AWAITING DATA
Online bookings from organic
Source: Booking system
AWAITING DATA
Shop revenue from organic
Source: WooCommerce
AWAITING DATA
Timeframe measured
Source: Search Console
Scope
What the engagement covers.
Website design & development
Treatment catalogue architecture
Transparent pricing pages
Online booking integration
WooCommerce shop & gift vouchers
Local SEO
Content programme
Ongoing monthly retainer
Free 30-minute audit
Running a business with a long service menu?
Salons, clinics, studios and trades all share this: customers search for one specific thing, and a single page listing everything you do cannot rank for any of it. The fix is structural, and it compounds over time.