The Challenge
A hair braiding salon in Miami had been open just six months when they started working with us. Like many new salons in competitive beauty markets, they struggled to get noticed early on.
They were receiving very few calls, website clicks, or online interactions–nearly all of the existing interactions were coming from word-of-mouth and social media. Most potential clients had no easy way to find them through a Google search, browse braid styles on their website, or book appointments without calling.
In a city known for its bold style and constant movement, being at the top of search results was a must-have. Without it, they would get smothered by hundreds of other salons in the city.
This case study follows how the salon grew after we rebuilt their website, optimized their Google Business Profile, and implemented a structured review strategy. With the right strategy in place, the salon began connecting with clients actively searching for braiding services in Miami.
Starting Numbers
In the month before Leverage Local came into the picture, these numbers reflected how difficult it was for potential clients to find the salon online.
The salon specialized in protective styles, detailed parting, and natural hair care expertise. But without clear online signals, search engines had no reason to prioritize them over dozens of other listings.
"We were six months in and had no new clients. In Miami, that could have been the end of the story."
What Was Holding Them Back
Six months in, the salon had real talent and a growing reputation among people who had already found them. The problem was that almost no one could find them on their own.
Before building anything new, we looked at exactly why.
Website not built for search: The existing site looked presentable, but it wasn't doing any SEO work. There were no pages for specific braid styles, no posts, and no location-specific content referencing Miami's neighborhoods.
To a search engine, it was essentially a digital business card.
A GBP–just sitting there: The profile was claimed, but that was about it. Fewer than 10 photos, no recent posts, inconsistent category selections, and no active management.
Only 12 reviews: In the beauty industry, reviews aren't a nice-to-have; they're the deciding factor for most new clients. Someone choosing a braider for the first time wants to see photos of real results and read what other clients experienced.
Twelve reviews communicate that a business is either new or untested. There was no system in place to request reviews after appointments, which meant satisfied clients were leaving without leaving a trace.
Goals
- Move the salon into a top 3 position on Google’s Map Pack for searches like “hair braiding Miami” and nearby neighborhood searches.
- Grow website clicks to over 100 per month.
- Reach a total of 250+ overall interactions per month.
- Increase reviews to a minimum of 20 within 6 months.
We defined a clear set of targets. The strategy focused on strengthening the core digital presence first (via the website and Google Business Profile), then building momentum through growing content and reviews.
Business Profile Calls
Calls increased gradually at first, then climbed steadily across all six months. The quickest jumps happened between February and April, with strong and sustained gains through the end of the period.
What We Did
In the early weeks, the priority was getting the most visible gaps closed.
This is what impacted calls the most:
We completed the Google Business Profile from the ground up—correcting categories, adding photos of the salon and finished styles, standardizing the NAP data across platforms, and activating regular posting.
At the same time, we launched our review strategy.
Automated requests went out via text and email after each completed appointment, reaching clients while their experience was still fresh. As reviews came in, each one received a reply that reinforced keywords around specific braid styles and Miami locations.
These changes alone were enough to move the needle on calls within the first few weeks, because the profile finally had enough information for Google to trust it.
By spring, the combined effect of our efforts had pushed the salon to a visibility level it had never reached before. Calls hit 102 by June – a 1,600% increase from where they started.
Website Clicks
Website activity had similar momentum, growing quickly through the beginning of the period before settling into a steadier pace.
By June, clicks had increased by over 500% from 18 to 112 people per month.
What Clicked
The salon went from appearing only in broad, competitive searches to showing up for detailed, high-intent queries.
1. We gave them a new website layout that has built-in SEO essentials and properly showcases the salon’s work. This mobile-optimized layout made information and booking options easily accessible.
2. We prioritized clear information about their services and sections for images, FAQs, and an embedded map. This gives search engines context to show this business as a result for customers who are at various stages of the decision-making process.
3. Location pages covering Miami neighborhoods meant clients searching from Brickell, Wynwood, or Little Havana were now seeing the salon in their results.
4. Blog and FAQ content covering braid maintenance, scalp care, and what to expect at a first appointment attracted clients who were still in research mode.
A cleaner booking experience converted more of that new traffic. Prominent calls to action and a mobile-friendly layout meant that clients who arrived on the site could actually follow through.
Overall Interactions
Overall interactions reflect the compounding effect of local pages, blog content, profile optimization, and review growth, all working together. As the salon began appearing in more searches across more areas, each new touchpoint reinforced the others.
The consistent climb through spring marks the moment everything started compounding at once. Local relevance, content authority, and profile activity reached a tipping point together, and the review velocity amplified all of it.
Going from 12 to 32 reviews over six months gave the profile the social proof it had been missing entirely.
In beauty services, that number matters. Potential clients scanning the Map Pack make fast judgments based on review count and recency. But, so does Google. The number of reviews a business gets on a regular basis helps search engines determine if your business is active, real, and relevant.
As the count climbed and keyword-rich responses reinforced braid styles and Miami locations, each new review pushed the profile a little higher.
The Takeaway
Every problem identified at the start had a direct solution. Each solution closed a gap that had been quietly costing the salon business every day it went unaddressed.
None of these were complicated fixes. But for a brand-new business trying to compete in one of the most active beauty markets in the country, getting them right was absolutely necessary for their business to thrive.
"I feel like we’ve made a name for ourselves, now."
The Results
This Miami salon is a clear example of what happens when a new business builds its digital presence the right way from the start. Most new salons spend their first year hoping word-of-mouth is enough. This one spent it becoming the business that shows up when someone in Miami opens Google and searches for a braider.
The results came from a clear strategy and steady follow-through: fixing the foundational issues first, expanding geographic reach with location pages, answering the questions clients were already searching for, and building a review presence that made the business look established.
Over six months, calls, clicks, and interactions all climbed by over 500%. These numbers equal real clients who could finally find the salon because search engines finally had enough evidence to surface it.
The business’s share of local voice jumped from 12% to 47%, nearly quadrupling its visibility and dominance in the local market online. This dramatic increase shows it’s being chosen by far more customers than before.
Even in a saturated market, a new business can move fast when the right foundation is in place.
Projections
Based on the growth curve, the next stages point toward stable but continued increases. The business made some leaps and bounds off the bat, and steadier growth is a reasonable expectation for its future.
Now that the salon is consistently appearing in searches across the areas where we focused initial efforts, the next phase is about expanding that footprint.
| Month | Calls | Website Clicks | Interactions |
| Sep 2025 (Month 9) | 125 | 145 | 460 |
| Dec 2025 (Month 12) | 145 | 175 | 530 |