From Dated to Dreamy

When Jesica and Liz, co-owners of J&L Hair Studio, reached out, they were ready for a change. Their old website had served them well for nearly a decade, but it no longer reflected the vibrant, welcoming energy of their salon, or the deep sense of care and community they bring to their work. With a team of talented stylists, loyal clients, and a founders who are always learning, they needed a website that could keep up and truly feel like them.

Project Overview: Curly Hair, Color, and Community

J&L Hair Studio, founded in 2013, has grown into a local staple for curly hair expertise and custom color services. Jesica and Liz are deeply community-oriented and well-established in their field, known not just for their technical skill but also for creating a warm, inclusive space.

Their goals for the website redesign included:

• A modern, simplified layout that reflects the feel of the salon
• Updated photography and bios
• Clear visibility of booking, gift cards, and seasonal events
• A streamlined contact experience, with correct email routing
• Stronger Google visibility and local SEO
• True ownership of their domain and digital presence

Before & After: From Frustration to Flow

Their previous website had been built years ago by a friend doing them a favor. They were grateful for the years of hosting and website development, but that arrangement had run its course. Updates required multiple emails and long waits, the site didn’t reflect their current team or aesthetic, and critical tools like email forwarding weren’t functioning as they should.

The new site is a total transformation:

• Clean, modern layout that mirrors the salon’s personality
• Updated photos that capture the space and team beautifully
• Streamlined content, including a condensed “About” section and easy-to-scan team bios
• Improved navigation, making it easier for visitors to find what they need
• A custom tutorial so they can make updates on their own schedule

Jesica and Liz said it best:

It really is so us, and modern—it is all the things.

Challenges & Solutions

Some of the hurdles we addressed included:

• Domain ownership: The previous developer still controlled their domain. We migrated it so Jesica and Liz now own it outright, which is best practice for any business.
• Platform flexibility: We moved the site to Squarespace, which allows them to easily update team bios, add new event banners, and manage photos.
• Email troubleshooting: I connected them with a tech manager to fix the contact system and ensure emails go where they’re supposed to.
• Event promotion: We built a flexible banner system so they can highlight special events, such as their recent 12 year anniversary!
• Team updates: Their custom team section can be easily edited as their staff evolves.

Key Features & Design Highlights

• Clear calls-to-action linking to their external booking platform
• New contact form for inquiries
• SEO-optimized “Where We’re Located” page for local discoverability
• Gift card + product visibility via their existing salon software
• Plugin-free, simple design to keep maintenance light and performance strong

They’re now consistently receiving over 900 site visitors per month, a great number for their salon with 4–5 stylists.

Results & Feedback

The response has been enthusiastic from start to finish:

“The site looks amazing! I can’t wait for everyone to see it!” — Liz

“Thank you so much for all of your help and guidance throughout this project. We’ve been so happy with your work and communication. You’ve made this whole process smooth and enjoyable.” — Jesica

Google Review:

“Jane was absolutely amazing to work with!…She delivered exactly what we envisioned. She was incredibly communicative throughout the entire process and truly brought our ideas to life… We couldn’t be happier with the results.”

My Takeaway

This was such a meaningful project for me.

Jesica and Liz are deeply rooted in their community. Their salon is not just a place to get a haircut, it’s truly a space people love to be in. They’re skilled, grounded, and so good at what they do. And the biggest joy for me was being able to get into their heads, understand what makes their business so beloved, and communicate that online.

They didn’t know exactly what that would look like, but they knew their old site wasn’t doing it. Now, they know their new site does.

What I learned from this project is that this is my golden gift: the ability to hear what makes your business special and translate it into a digital experience that speaks to your people. One that helps them feel it, see it, and decide they want to be part of it.

And for brick-and-mortar businesses like this, that matters. We optimized this site for local SEO, but also built in subtle digital ways to remove barriers that can get in the way of someone walking through your door. That’s what I love helping people do: connecting the digital world to real-life spaces that make our communities better.

Want a Website That Feels So Like You?

If you’re a salon or other Main Street business owner and your current site feels like a relic (or worse, a roadblock) I’d love to help you build something that truly reflects your space, your team, and your values.

Let’s talk about your project or browse my services.