Beauty studio · treatments & professional training · omnichannel
From zero visibility to a top 3 eyelash studio in Cologne
A one-person business without a website or a Google Business Profile. From 2022 to April 2024, we built the digital foundation from zero: website, SEO, content, reviews, Google Business Profile and a simple booking path. The strategy was omnichannel from the start: all channels were meant to work together and guide clients from search to booking. Since April 2024, we no longer actively manage the project. Even so, the structure built back then still works today.
- Avg. 3,900
- booking clicks per year · Avg. 2022 to Feb 2025
- 1,772
- direct enquiries during the build-up phase
- 5,190
- AI search impressions since June 2026
2022 to 2026 · Source: Google Analytics 4 · Google Search Console · Google Business Profile · Ubersuggest · as of September 2026
Goal
Win new clients · fill professional training courses · strengthen local visibility · simplify booking
Services
Omnichannel strategy · Web design · SEO · Content · Google Business Profile · CRO · Technology
Period
2022 to April 2024 active collaboration · measurement until September 2026
§ 01 · Starting point
Professional eyelash extensions without an online presence.
At the start, there was no website and no Google Business Profile. New appointments came almost only through referrals. A clear digital path from Google to a treatment or a training course was needed alongside the move from sole trader to opening the beauty studio in Cologne.
At the same time, there were two very different audiences: end clients looking for treatments and professionals looking for training. Both needed their own content, their own search terms and a clear path to booking.
The task was bigger than just a new website: the studio needed to be found on Google, build trust and guide interested visitors to booking with ease.
§ 02
Our solution
Bring all channels together
Website, Google Business Profile, SEO, content and tracking were built as one system. Our omnichannel strategy connected the individual touchpoints: find, inform, compare and book with ease.
Separate treatments and training clearly
Treatments and professional training got their own pages, search terms and paths. This helped each audience find the right offer faster.
Claim local searches
SEO and the Google Business Profile were aligned to concrete services in Cologne. The studio needed to be found not only by its own name, but also for searches for treatments and training.
Simplify booking
The path from the website to a booking was made as short and clear as possible. In GA4, booking clicks from the website were measured. This showed which pages actually generated booking intent.
Build a strong brand that people search for
Website, reviews, Google Business Profile and content strengthened the studio's name. Over time, more and more people searched directly for the business name; visibility turned into brand awareness.
§ 03 · Results in numbers
What we achieved
From zero digital presence came a working acquisition channel. In the measurement period from 2022 to February 2025, around 3,900 booking clicks a year were triggered by the website on average. Added to that were 1,772 direct enquiries. At the same time, a strong organic foundation formed, with relevant rankings, reviews and direct brand searches. Since June 2026, a new channel has been added: AI search.
Time window 2022 to February 2025 · Keywords: as of March 2026Source Google Analytics 4 · Google Search Console · Ubersuggest
booking clicks per year · Avg. 2022 to Feb 2025
Avg. 3,900
direct enquiries
1,772
ranking keywords · strong organic foundation
311
business name as a direct search
Position 1
§ 04 · What still works two years later
The omnichannel foundation keeps working. Even without active support.
Since April 2024, the strategy has not been actively developed further. Even so, existing content keeps bringing organic visits. The brand name is searched directly, reviews build trust and the website is now also shown in AI search. That is exactly the strength of the omnichannel strategy back then: website, Google, reviews, content and a simple booking path work together.
Time window as of September 2026Source Google Search Console · Google Analytics 4 · Ubersuggest AI Search Visibility
AI search impressions · since June 2026
5,190
sessions via ChatGPT · last 90 days
149
Google / organic sessions · last 90 days
3.4k
Google search impressions · current 3-month window
102,851
Since June 2026, 5,190 AI search impressions have already been measured. This new visibility builds on the existing content and the brand that was built up. At the same time, it is clear to see: without new content, technical updates and active local maintenance, the website gradually loses positions.
That is the critical point: Google and AI search keep evolving, even if the website stands still. If nothing happens now, existing rankings will weaken and new AI mentions will increasingly go to competitors. That is why we are not planning a small refresh, but a major website relaunch.
§ 05 · Success Concept 2026
The foundation works. Now comes the next big step.
Complete website relaunch
The website is being completely rethought: a modern look, a clearer structure, better mobile use and a direct path to treatment, training and booking. The relaunch is meant to connect the existing brand strength with today's Google and AI search.
Update content and structure
Existing content is being reorganised and updated. Key treatments get their own, clear pages. New questions, trends and search topics are added, so content matches today's demand again.
Actively maintain the Google Business Profile again
Services, photos, reviews and posts will be maintained regularly again. The Google Business Profile will once again be actively linked with the website, content and booking path, as part of the omnichannel strategy.
Follow the news
New treatments, beauty trends and changes at Google and in AI search are monitored on an ongoing basis. Relevant topics should appear early on the website and the Google Business Profile, before competitors claim them.
Measure SEO, AI visibility and booking together
SEO, AI visibility, the Google Business Profile, the website and the booking path will again be considered together. That remains the core of the strategy: no single channel should carry everything. The channels reinforce each other and lead together to booking.
§ 06 · Why it worked
Omnichannel, not single measures.
- Strong brand
- The business name is searched directly. That shows: visibility has turned into real brand awareness.
- Reviews
- Good reviews do not only work inside the Google Business Profile. They build trust along the whole path to booking.
- Content with a long-term effect
- Content from the active build-up phase still brings organic visits two years later, and is now becoming visible in AI search too.
- Clear booking paths
- The path from the website to an appointment was simplified. Measured booking clicks showed which content actually moved clients towards booking.
- A system that works together
- Website, SEO, Google Business Profile, reviews, content and booking path were never thought of separately. That is exactly why the omnichannel foundation still carries today.
More of our work
All projects →+442 % organic revenue in three years
- +960 %
- Return on investment
- +442 %
- Organic revenue in 3 years
- 80 %
- Returning customer rate
Top 3 in Google search in Cologne, for a law firm in a niche practice area
- Top 3
- Position in Google search in Cologne
- 68 %
- organic search
- 27,900
- AI search impressions
Good treatments are not enough online. Your clients need to find your beauty studio on Google and in AI search, build trust and reach booking quickly. That takes website, Google Business Profile, reviews, content and booking path working together.
With the free 5&2 website check, we review your visibility on Google and in AI search and show which levers make sense first.
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