Case study
Beauty by Noon
A studio website Millside built from the ground up at launch, and was hired again to rebuild once the business outgrew its original foundations.
The brief
A full brand and digital presence, built from the ground up
Beauty by Noon came to us when their business was merely a concept, before there was ever a brand, a website or any online presence to speak of. Together, we helped curate their identity by building the website and crafting the ongoing marketing and SEO that has enabled the business not only to be visible, but to flourish. Years on (and with the business having outgrown that original starting point), the studio came back to us to rebuild the site to reflect where they are now.
- Client
- Beauty by Noon
- Industry
- Semi-permanent makeup and tiny tattoos
- Client since
- Business launch, returned for a rebuild
- Engagement
- Branding, website, marketing & SEO
Scope
What the engagement covered
Branding
Logo and visual identity giving the studio a confident, consistent look across every touchpoint.
Website
A full website design and build, from treatment menu structure to booking-friendly page layouts.
Marketing
Ongoing marketing support to keep the studio in front of the right local audience.
SEO
Search visibility work so the studio gets found by people searching for semi-permanent makeup treatments locally.
Why a rebuild
A business that outgrew its own foundations
Beauty by Noon was going from strength to strength, a position that every small studio business dreams of. The treatment range had grown to include tiny tattoos alongside its original semi-permanent makeup work. This meant the online booking system that had served the studio well since launch now needed an overhaul to manage increased demand. Competitor sites had also caught up since the original site launched, so standing still was no longer enough to stand out. Similarly, SEO had always been a strength, but this also needed improvement as more of the market had started competing for the same searches.
That combination, along with the fact that the business wasn't struggling but was doing well, is a different starting point from most rebuild conversations. This meant the brief wasn't about fixing something that was broken. It was about making sure the site kept pace with how quickly business was growing.
This asks different questions than those a rescue project poses. It means the work is less about damage control and more about which fundamentals are still worth keeping and which ones need changing.
Deciding what to keep is an arguably more difficult judgement to make. It would have been much simpler to start from a blank page and rebuild everything, but that risks throwing away search visibility and a structure that is already working. The more disciplined approach (and the one that was needed) was to meticulously decide what stayed and what changed, instead of treating the whole site as disposable.
What we changed
The decisions that landed
Existing treatment URLs kept
Every treatment page kept its URL because those pages already ranked, so there was nothing to gain and search visibility to lose by starting afresh.
Tiny tattoos given their own section
Instead of incorporating tiny tattoos into the existing treatment menu, they got their own. This is because the search intent behind them is genuinely different. A tattoo service sitting inside a beauty studio is a real differentiator and worth making visible.
Booking on the treatment page itself
Each treatment gets its own page with booking built directly into it, instead of routing everyone through one generic booking screen.
What this proves
Being asked back is the evidence of trust
Millside built the original site at business launch, and was asked back years later to rebuild it as the business grew past what that original foundation could support. That is a very different, and in some ways a more telling, kind of proof than a single project delivered once.
A single project can be judged on how it looked at delivery. A studio coming back years later (once it has had every chance to compare that original work against everyone else in the market) is judging something else entirely. It's judging whether the relationship and the work still held up once the excitement of a launch had long since worn off. That is harder to prove than a good first impression - and this engagement is genuine evidence of that.
We bring the same full-service approach to every beauty and aesthetics client, with brand, website, marketing and search working as one cohesive system, not separate projects handed out between different suppliers.