eyebrows.site

This is a new semi-permanent brow studio in Westhoughton, Greater Manchester, built for a client who has not opened yet. The business is working under the name Westhoughton Brows while the final name is decided. I am building the website, hosting it and setting up its local search presence ahead of opening day, so it is not starting from nothing when appointments open.

This case study is in progress. It will be updated as the business opens and real results exist, and until then it only reports what has actually been built and measured.

A new local business has no reviews, no photographs of its own work yet, no listing history and no existing site. It is also competing for a handful of very specific searches, such as a treatment plus a town, against established studios.

The site had to be useful the day it went live even though the business is not open: it has to explain the treatments honestly, collect interest without pretending to take bookings, and avoid inventing anything it cannot yet prove.

I have not done keyword research for this project yet, and nothing on the site claims to be based on search-volume data. The page set follows the plainest searches a person would make: a treatment name plus the town, such as microblading in Westhoughton, plus the broader question of what semi-permanent eyebrows are.

Real research is the next step, and it will decide which of the planned nearby areas, if any, deserve a page of their own.

• Treatment plus town. One page per treatment, each answering one question well, rather than a thin page per nearby town.
• Honesty over volume. The site says plainly that it is coming soon and invites people to register interest. Nothing implies bookings, reviews or before-and-after work that does not exist.
• Leave space for evidence. Reviews, photographs and opening details are fields in the site’s data file. If a value is blank it is left out of the page and the structured data, instead of being filled with a guess.
• Location pages only when justified. The nearby areas are noted in the project’s data, but pages for them wait until there is search demand and genuinely local content to put on them.

• A hub and its treatments: a semi-permanent eyebrows guide page that links to separate pages for microblading, powder brows, ombré brows and combination brows, each pointing back to the hub.
• Supporting pages: About, a FAQ of 22 questions, a blog with its first article on brow mapping, a contact page with a register-your-interest form (built, and waiting to be connected to an inbox before it can send), and privacy and terms pages.
• A sitemap of 11 addresses and breadcrumbs on every inner page.
• Small by design: 14 pages in total, and the whole home page, including its script, weighs 13 KB.

• Unique titles and descriptions on every indexable page, one h1, canonical addresses and the language declared.
• Structured data: a BeautySalon entry with the business and its area, plus WebSite and WebPage. It contains no ratings and no reviews, because there are none.
• Plain-English copy: each treatment page covers how it works, who it may suit, what healing involves and what to ask, in short sections.
• Internal links: treatments link to their hub and to each other, and the hub links down to each treatment.
• No images that are not real: the site uses simple drawn artwork for now and none of the pages shows before-and-after work, because there is no genuine client work to show yet.
• An audit before every deploy: a script checks titles, headings, links, canonicals, the sitemap and structured data, and the deploy stops if anything fails.

• Location is stated, not stretched. The site is clearly about Westhoughton and Greater Manchester. The business’s address, phone number and opening hours are left out of the pages and the structured data until they are confirmed, so nothing public is a guess.
• Google Business Profile comes at opening. The contact details are kept in one data file so the website, the structured data and the profile can be made to match exactly when the studio is ready to open.
• Reviews are not asked for yet. There is nothing to review until there are clients, and the site makes no claim about them.

• Treatments first, then questions. The treatment pages and the 22-question FAQ answer the things someone about to book a semi-permanent treatment asks.
• One article so far, explaining how brow mapping works, written from how the process actually goes rather than as filler.
• A deliberate pace. More articles and any further pages will follow real questions from the people who register interest, not a content calendar.