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How a London-Based Beauty Brand Increased Revenue by 45% through Local SEO and Strategic Rebranding
How WEM Agency helped Byouty increase its revenue by up to 45% through a comprehensive SEO and rebranding strategy.
Services
Branding, Web Design and UX Optimisation, SEO Optimisation, Marketing Strategy, Content Marketing
Platforms
Wordpress, Google Search Consolle, Facebook, Instagram
Result 1
Result 2
Project Overview
Introduction
In London’s competitive beauty industry, standing out isn’t just a matter of aesthetics—it’s about digital strategy, brand positioning, and adaptability in a fast-evolving landscape. This case study traces the journey of Byouty, a brand that began with a craft-based approach and a basic website, and—through consistent, strategic efforts—achieved a 45% increase in revenue in under two years.
It all started with a simple yet ambitious request:
“Help us get found by people looking for at-home beauty services.”
From there, WEM Agency designed a roadmap of SEO, branding, and web development interventions, executed with measured investments and a long-term vision. The result? A recognisable brand, a solid structure, and sustainable, measurable growth.
The Client: Byouty
Byouty is a London-based provider of professional at-home beauty treatments, tailored to a demanding clientele that values quality, convenience, and personalisation. Their service offering spans across:
- Hair & Trichology: cuts, blow-dries, colouring, natural and anti-hair-loss treatments.
- Beauty: waxing, manicures, pedicures, lash and brow services.
- Spa & Wellness: massages, facials, body treatments, birthday and event packages.
- Weddings: bespoke services for weddings, including Asian weddings and hen parties.
The team is made up of certified professionals, carefully selected for their skills and attention to detail. The brand stands out for its premium positioning and tailored customer experience.
Starting Point
When Byouty first approached us, the business operated under the name HairBnb and was primarily focused on hair services. The website was basic, lacking SEO optimisation, and organic traffic was minimal. The project was run by two founders, working with a tight budget sourced exclusively from monthly earnings. What they lacked in capital, however, they made up for with vision: their goal was to grow progressively, reinvesting every gain.
Shared goals:
- Boost organic visibility, starting with the most in-demand services.
- Improve the website UX and content quality.
- Avoid large upfront investments, opting for a step-by-step growth strategy.
- Build a recognisable, credible and professional premium brand.
Execution
Phase 1: Initial SEO Optimisation (Nov 2021 – July 2023)
We implemented a strategy of incremental SEO optimisation, focusing first on high-return areas.
Actions Taken:
- In-depth SEO audit and keyword research for London-based, high seasonal demand services.
- Technical site optimisation: speed, HTML structure, sitemap, robots.txt.
- On-page content revision: titles, meta descriptions, headings, body text, calls to action.
- More efficient URL structure development.
- Local SEO setup with Google Business Profile, citations, and review optimisation.
Results Achieved:
- +13% increase in revenue from 1 Aug 2022 to 31 July 2023, compared to the previous year.
This phase proved crucial in validating the strategy with limited resources. The revenue generated during this stage enabled self-funded investment in the next phases.
Phase 2: Rebranding and New Website Launch (August 2023)
After reaching the peak potential of the original infrastructure (the “break point”), we initiated a full-scale rebrand and digital identity transformation.
Actions Taken:
- Naming and brand identity: “Byouty” was born—a clever fusion of “beauty” and “you”, creating an elegant, memorable, and distinctive brand name.
- Logo and visual identity: minimalist, natural colour palette, conveying wellbeing and care.
- New website: UX-led design, fluid interface, expanded content, and SEO-optimised structure.
- SEO migration: strategic 301 redirects, URL mapping, duplicate content management, ranking preservation.
- SEO-driven content creation for newly introduced service categories.
Measurable Results:
- +29.3% increase in revenue from 1 August to 30 November 2023 compared to the same period the previous year.
- New keyword rankings in areas beyond hair services (e.g. facials, massage, manicures).
- Stronger brand perception and a marked rise in enquiries from higher-spending clients.
The new site became a growth multiplier—not only enhancing SEO, but also boosting brand coherence, perceived value, and customer trust.
Phase 3: Organic Growth and Consolidation (Dec 2023 – Present)
With traffic stabilised post-migration, we activated a long-term growth strategy, centred on SEO content, social media presence, and omnichannel visibility.
Key Actions:
- Ongoing SEO content updates.
- Schema.org integration for rich snippets (FAQ, reviews, location).
- Therapist profile optimisation for branded and localised keywords.
- Continued Google Business Profile enhancement.
- A/B testing of promotional landing pages and service packages.
Key Results:
- +28.6% increase in revenue from Dec 2023 to 14 Feb 2024, compared to the previous year.
- Top 3 rankings for over 20 key service-related keywords in central London.
- Bounce rate reduced by 18%, with average time on page increasing by 34%.
This phase has cemented Byouty’s position as a premium, trusted provider of at-home beauty services in London—clearly standing out from generic competitors.
Results
Overall Results
Period Revenue Growth
Aug 2022 – July 2023 -> +13%
Aug – Nov 2023 -> +29.3%
Dec 2023 – Feb 2024 -> +28.6%
Total Cumulative Growth (2022–2024): +45%
The WEM Method: Why This Worked
- Tailored Growth – Every step was aligned with the available budget and prioritised for maximum ROI.
- Modular Strategy – Each phase stood independently, but all contributed to long-term synergy.
- Data-Led Decisions – Every move was guided by traffic data, conversion rates, and user behaviour.
- Sustainable SEO – No quick fixes, just long-term, stable improvements built to last.
- Design & Branding as Growth Levers – Not just about looking good—every visual choice was geared towards conversion and business impact.
What’s Next
- Expansion of service lines into niche micro-brands (e.g. Byouty Hair, Byouty Spa).
- Integration of advanced booking systems and marketing automation tools.
- Hyperlocal targeting (e.g. Chelsea, Notting Hill, Camden) for high-value clientele.
- Development of a dedicated platform for verified therapists (Byouty for Pros).
Conclusion
The Byouty project is clear proof that with the right strategy, even a small business can grow into a recognisable premium brand. You don’t need massive upfront investment—just vision, consistency, and expertise.
WEM Agency supported Byouty throughout this transformation—from a basic local business with a simple website to a fully structured digital brand with growing revenue and strong market presence.
We successfully delivered a fully redesigned, SEO-optimised website that reflects the premium identity of the brand. The new platform not only drives more qualified traffic, but has also led to a measurable increase in bookings and service enquiries. You can visit Byouty's website here.
Looking to build a similar growth story for your business?
Get in touch with WEM Agency today. Let’s build your success story together.
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Matteo Ciminari
They are very meticulous about every aspects regarding my website. Always very attentive to my needs, they are constantly developing new ideas and strategies for placing my website on the top of search engines. Very friendly, easy and quick communication. Definitely Recommend!
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Ily Mataj
WEM Agency has acted with the highest professional standards, going above and beyond the call of duty on many occasions in order to protect my position as a client, at WEM Agency you can find the most high-profile professionals, the quality is one of their biggest assurance goal!
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