Notes for owners.
Never marketers.
A short journal of practical pieces — what to put on a barbershop site, how to photograph a treatment room, when to say no to a Yelp deal. Once a month, never more.
Field guides,
by niche.
A short journal of practical pieces — what to put on a barbershop site, how to photograph a treatment room, when to say no to a Yelp deal. Subscribe at the bottom.
What to put on a barbershop site (and what to leave off).
Walk‑in policy, member rates, the wait time, photos with faces — and twelve things owners think they need that you really don't.
Read field guide →The day‑spa booking flow that actually converts.
Why most spa sites bury the menu, why a “treatments” page is the wrong spine, and a two‑click pattern from Stillwater.
Read field guide →Hair salon photography, on a stylist's actual schedule.
Six lighting setups, a one‑afternoon shoot list and the “before‑and‑after” rule we always break.
Read field guide →Lash & brow sites — when to show the artist's face.
Why portraits convert better than product shots, where to put the price, and the consult flow that respects the client's time.
Read field guide →Med spa websites that build trust before the consult.
The credentials section that actually matters, photo etiquette for treatment rooms, and the FAQ pattern that reduces no‑shows.
Read field guide →Nail studio sites — the gallery is the whole site.
Why the menu can wait, the right way to photograph hands, and a service taxonomy that actually matches how clients book.
Read field guide →Tattoo studio sites that attract the serious clients.
Deposit policy upfront, artist portfolios that filter inquiries, and the inquiry form that respects both sides of the chair.
Read field guide →Seven days from now your studio has a site that actually books clients.
Most owners send the brief on a Friday afternoon. The site goes live the next Monday morning, before they finish their first coffee. No kickoff. No deck. Just send me a note.