The situation
Fernwood Hair Atelier is a four-chair salon in Fitzroy specialising in colour, balayage, modern cuts and curly hair. Weekends were busy with regulars, but weekdays often had open slots.
Its Google profile used the broad category “Beauty salon”, listed almost no services, had no booking button and showed outdated photos. For “hair salon near me”, “balayage Melbourne” and “curly hair salon Fitzroy”, competitors ranked ahead.
What we did
- Correct categories: “Hair salon” as primary, with secondary categories for colouring and styling.
- Services with prices: Every key service listed with a short description and starting price.
- Booking button: The online booking system connected directly to the Google profile.
- Before-and-after photos: Results added monthly, with client permission, organised by service.
- Review routine: A follow-up text after each appointment, and a reply to every review.
- Specialist page: A “Balayage in Melbourne” page with photos, prices and FAQs.
The result
Within four months the salon moved from #13 to #2 for “hair salon near me” across its local area. Reviews grew from 58 to 184, and online bookings from Google tripled, from 21 to 64 a month, with weekdays the fastest-growing part of the business.
Key takeaway: Google can only show you for what it knows you do. Listing every service is often the quickest win for salons.