How a website redesign helped this beauty brand convert more and sell
Case Study: How Everything Hair & Beauty turned a struggling website into a sales engine
Introduction
John and Kelly, the founders of Everything Hair & Beauty, have dedicated their lives to the hair and beauty industry. With decades of experience, starting from John’s early days in his father’s barber shop and Kelly’s passion for hairstyling from a young age, they built a thriving business.
Their journey led them to open a modern showroom in Keilor Park, offering over 200 premium brands and industry training to professionals and enthusiasts alike.
But while their physical store flourished, their online presence was holding them back. The website didn’t reflect the quality of their brand, and it struggled to turn traffic into sales.
When it came time to redesign their e-commerce store, the process felt overwhelming. With little technical knowledge and concerns about unreliable agencies, they didn’t know where to start. Many design companies never even responded, and those that did felt distant and impersonal.
Then John found Rainstorm, a trusted provider with strong reviews. Unlike others, we responded quickly and offered clear guidance every step of the way.
Annie actually got back to me quickly and explained everything clearly. I felt like I had someone to talk to, not just a company handing me off to different people. I appreciated that as we went along, they explained exactly what I needed.
The Challenges
Low sales despite solid traffic
The site attracted loyal followers and steady traffic, but conversion rates remained low. In the beauty space, where first impressions matter, the outdated design lacked appeal and didn’t reflect the brand’s personality.
Navigation was clunky, and key trust signals like reviews, shipping info, and returns policies were missing or hard to find, all of which made it harder for customers to buy with confidence.
Search engines couldn’t find key pages
The site had serious SEO issues that went unnoticed. Google wasn’t indexing critical product and collection pages, drastically limiting organic traffic, especially damaging without a paid ads budget to fall back on.
Technical issues causing friction
The Click & Collect feature designed to streamline checkout was misconfigured, confusing customers. The store also relied on outdated settings and missed opportunities to streamline user experience, costing them potential sales.
What set Rainstorm apart was how personal the process felt. I wasn’t passed around between people. I had a direct line to someone who cared about my success. They replied to my emails with answers highlighted in different colours, which made things so easy.
Solution
A guided, hands-on approach with a thorough audit
We began with a detailed audit to identify and address the key issues affecting performance and user experience:
- Refreshed the design to support conversions and build trust
- Reorganised product content for clarity and better engagement
- Simplified navigation to reflect how beauty customers browse and shop
- Prioritised mobile usability to ensure a smooth experience on all devices
- Resolved slow load times and improved overall site speed
- Fixed hidden technical configuration issues, including SEO indexing problems and misconfigured Click & Collect settings
Clear communication & personalised support
Unlike other design agencies that failed to return his calls, John experienced clear, consistent communication from the start. He had a dedicated point of contact who made the process smooth and easy to follow. From selecting the right theme to reviewing key functionality, our structured approach kept him informed and confident at every stage.
Building a website they can manage with confidence
We built the site to be easy to update and manage without relying on developers. With a clean backend and clear instructions, John and his team now have the tools and confidence to make changes and keep things running smoothly.
We haven’t even spent on SEO yet, but sales are consistently growing, and customers tell me the website is easy to use. Products that competitors don’t have are bringing in traffic, and I can see that with the right investment in SEO, we’ll climb even higher.
An ecommerce website built for growth
This wasn’t just a redesign, it was a strategic upgrade. With better UX, stronger performance, and a mobile-first layout, the new site is now equipped to attract and convert more visitors while supporting the business as it scales.
Results
Once the website launched, it didn’t take long to see results. The new site delivered a strong uplift in monthly sales, all without any SEO investment. Organic sales began to grow as customers found their products more easily online. Best of all, customers praised the new site for being easier to use and more enjoyable to shop on.
With a faster, more reliable platform in place, Everything Hair & Beauty now has the confidence to scale. They’ve also committed to refreshing their content and design regularly to stay ahead of customer expectations.
I always ask my customers if they need help, and they all say, ‘No, it’s easy to use.’ That’s exactly what I wanted! The foundation Rainstorm built is solid, and I feel confident about the future.
Inspired by Everything Hair & Beauty’s results?
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