Case study
Beauty by Noon
A studio Millside built from the ground up at launch, and was asked back to rebuild as the business outgrew its original foundation.
The brief
A full brand and digital presence, built from the ground up
Beauty by Noon came to us at the very start of the business - before there was a brand, a website or any online presence to build on. Together, we built the identity, the website and the ongoing marketing and SEO that kept the studio visible to clients searching for it from its very infancy, rather than joining partway through. Years on - and with the business having outgrown that original starting point - the studio came back to us to rebuild the site around where it is 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
The position that all small businesses want to be in; Beauty by Noon was doing well. The treatment range had grown to include tiny tattoos alongside its original semi-permanent makeup work, and the online booking system that had served the studio well at launch needed an overhaul to stay manageable now there was more to manage. Competitors had caught up in sophistication since the original site launched, so standing still was no longer enough to stand out. SEO had always been a strength, but it needed improvement as more of the market started competing for the same searches.
That combination, along with a business that is doing well and not struggling, is a genuinely different starting point from most rebuild conversations. The brief here was never about fixing something broken. It was about making sure the site kept pace with a business that had already outgrown it. This asks different questions than a rescue project does, as it is less about damage control and more about which parts of a working foundation are still worth keeping.
Knowing what to keep is arguably the harder judgement call of the two. It would have been simpler to start from a blank page and rebuild everything, but that risks throwing away search visibility and a structure that is already working, purely for a fresh start. The more disciplined approach - and the one that was needed - was meticulously deciding what stayed and what changed, instead of treating the whole site as disposable.
What we changed
The decisions that mattered
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, because the search intent behind them is genuinely different and a tattoo service that sits 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 disconnected from the treatment they came to book.
What this proves
Being asked back is the evidence
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 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 a harder bar to clear than a good first impression - and it's one this engagement is genuine evidence of.
This is the same full-service approach we bring to every beauty and aesthetics client, with brand, website, marketing and search working as one system, not separate projects handed off between different suppliers.