aleksandrazalas.pl
Introduction
Aleksandra Zalas is an instructor at Modena Nails, specializing in in-person nail styling training. She has been promoting her courses primarily on social media platforms. However, she decided to take it a step further! She approached me with a request to create a website for her.
With great enthusiasm, I took on this challenge and designed a place where nail styling enthusiasts can find all the necessary information, inspiration, and easy access to course registrations. In combination with Aleksandra's personal brand, the website serves as a comprehensive knowledge hub for anyone interested in this topic.
The website is feminine, modern, and SEO-optimized, significantly increasing the chances of reaching a wider audience! Through this platform, Aleksandra can effectively promote her services and gain greater recognition in the nail styling industry.
Project Scope
The project scope initially only involved creating a website, but with just a logo in .png format and a few nail photos as my resources, I knew it wouldn't be enough. Those who know me understand that this wouldn't suffice.
The project quickly expanded to include a photo session and later the production of a promotional video with “TimmyStudio”. Together with Aleksandra, we established the preliminary structure of the website, defined the main objectives, identified the target audience, and determined the communication style. Additionally, we set up a Google business listing to gather reviews from satisfied course attendees.
Then, I proceeded to write all the content for the website.
When Instagram is not enough
In today's times, many people consider a website to be unnecessary. The spotlight is on social media platforms. It's true that social media is an excellent tool for communicating with clients, but it's the website that unlocks a full range of possibilities not available on social platforms. Let me give you a few examples:
Managing social media is a bit like building a house on someone else's land, without permission, and on credit.
While it offers the opportunity to interact with a broad audience, we become dependent on a platform that can take control away from us at any moment. On social media, we must abide by the rules set by the platform, which can limit our creativity and freedom of communication.
Unfortunately, a single misstep, reported and interpreted as a violation of the rules, can lead to the blocking or even deletion of our account. It can be a real nightmare - in such a situation, we lose all our hard work and often our community too.
Unlike that, having our own website gives us full control over our image and content. It's our space, our virtual home, where we decide what and how things are presented. There's no need to worry about bans or account deletions. A website is a stable and secure place for online activities.
Additionally, you can provide complete information about your offerings, like in this case, about courses. On social media, due to space and format limitations, this might not always be possible. A website allows for more comprehensive and personalized content presentation. Nothing holds you back. You can customize the entire design and content to match your brand's style and the needs of your target audience, making it easier for them to find information and sign up for courses.
You can also expand your website with contact forms, newsletter subscriptions, chatbots, or e-commerce solutions, enhancing functionality and facilitating user interaction.
The difference between social media algorithms and search engine algorithms is equally significant. Search engine algorithms, such as Google's, index content on websites to determine their value and position in search results. As a result, a website can attract new users actively seeking information about courses, whereas social media posts have limited reach and lifespan, making it harder to organically reach new customers beyond current followers.
The conclusion is clear - a website provides a solid foundation for our online presence. Managing social media can be a great addition to our marketing strategy, but a website gives us control over our own "home" in the virtual world. It's a place where we can freely shape our brand, build credibility, and offer users a personalized, secure experience.
Two goals, one website
Starting the website project for Aleksandra, my aim was to create a place filled with positive energy, radiating the enthusiasm of her students, and magnetically attracting new individuals interested in the world of manicure. While designing the website, I focused on achieving two key objectives that would strengthen Aleksandra's brand and attract a larger number of nail styling enthusiasts.
Promoting her personal brand: The website serves as a tool to build and promote Aleksandra's personal brand. I showcased her professionalism, experience, and nail styling expertise. The website includes information about her accomplishments, portfolio, and certifications, all of which help establish trust with new clients. Simultaneously, I emphasized a friendly, cheerful atmosphere that instantly endears visitors to Aleksandra.
Promoting courses and attracting new clients: The second objective is, of course, to promote the courses and acquire new contacts. The website provides detailed information about the available courses, including their dates, topics, levels of advancement, duration, as well as the benefits and skills participants will gain upon completion.
I also included testimonials from past course attendees, offering insights into what the classes are like. But that's not all! The photographs also focus on the course participants, capturing their joy and satisfaction. These images convey genuine emotions and engagement. As a result, everyone can feel like they are already a part of this special nail academy community!
Feminine design
Designing the website was much more than just another project for me. It was an opportunity to challenge myself and support the building of Aleksandra's brand and online presence. The website was primarily aimed at women, which presented a unique challenge for me! So far, I have mainly designed websites for industrial sectors directed towards men. An exception might be the website for Normobaria.
During the design process, I pondered the emotions I wanted to evoke in visitors. My main intention was to provide an engaging and aesthetically pleasing experience. I was afraid of accidentally using too much kitschy pink. However, I knew I couldn't avoid it. The starting point was the pink blazer that Aleksandra wore during a photoshoot for one of the courses. I built the entire aesthetics of the website around that color.
I aimed to make the website reflect femininity, creativity, and professionalism. Every element was carefully thought out to create a space with a modern, aesthetic, and user-friendly interface. Easy contact was a priority. Eye-catching CTAs lead to an intuitive form for seamless interaction.
Social proof is more than just testimonials
I haven't forgotten about the essential aspect of building trust. Did you know that social proof goes beyond just testimonials and customer reviews?
I enriched the website with authentic, well-crafted photographs showcasing Aleksandra, her students, and their work. The before-and-after images vividly illustrate the tremendous progress everyone achieves during the courses.
To capture the essence of the classes even more, I included a short video in each hero section, grabbing attention and conveying not only information but also emotions - the dedication and passion that emanate from both Aleksandra and the enthusiastic participants.
I also showcase certificates and accolades, affirming Aleksandra as a true expert in her field.
Furthermore, I created a dedicated subpage, optimized for SEO, where I present three compelling reasons why enrolling in the training is worthwhile. This way, potential students quickly discover the benefits awaiting them.
Distribution on social media
Thanks to the new website, Aleksandra has gained a professional tool to promote her personal brand and the courses she offers. The use of professional visual materials, clear presentation of the courses, the incorporation of social proof, and easy communication have contributed to the success of the website and the achievement of its intended goals.
But that's not all! Remember earlier when I mentioned that social media and the website should complement each other? To aid in the distribution of the new website, I provided Aleksandra with a package of ready-made posts perfectly tailored to match the website's style. She can use them on social media to reach an even wider audience and attract new potential clients.
Aleksandra ZALAS
Owner Aleksandra ZALAS