Case study · Pine Bush, New York
A small site that books haircuts and recruits barbers.
Nino's Suites is a barbershop, salon and beauty bar at 29 Boniface Dr in Pine Bush, New York, owned by Edison. Its site has two jobs: get locals into a chair, and get licensed pros to rent one.
Two audiences, one small shop
Nino's Suites puts several independent pros under one roof: Edison, Justin of Abscission Barbershop, Blair Brown of Golden Brown Grooming, and Chechi Chateaux in the salon. The site has to sell the shop and each person in it.
It also has to recruit. Empty chairs and suites cost the shop money every week, so the site needed a way for barbers and stylists to find the opening and ask about it in seconds.
Seven pages, each doing a specific job
- A homepage with the address, hours, prices and photos, so a local knows where to go and what it costs before calling
- A barbershop page and a salon and beauty bar page, each written for what people in Pine Bush search for
- Team pages for Justin (Abscission Barbershop) and Blair Brown (Golden Brown Grooming), so each pro is findable by name
- A chair and suite rental page that states the price, $175 a week, with a prefilled text message so a barber can ask in one tap
- An about page with Edison's story
- The most complete schema of any site I've built:
HairSalon/BeautySalonwith address and hours,Personfor three barbers, and 25 FAQ answers marked up across 6 pages - A one-paragraph llms.txt fact sheet (address, hours, prices, barbers, chair rate) so AI assistants answer questions about the shop correctly
- A share image on every page, plus a sitemap and robots.txt
What you can check today
Checked on the live site, October 26, 2026
The site is complete and every page loads. There's no analytics on it yet, so the clock on results starts when Google Analytics and Search Console go in. Until then, the shop's own count of chair-rental texts is the number that matters most.
Turn a finished site into numbers
- Install Google Analytics 4 and Search Console, and track tap-to-call and tap-to-text as key events
- Make the www address redirect to the secure site in one hop instead of two
- Ask Edison each month how many chair-rental texts came in and how many chairs are filled
- Report the first 90 days of numbers here
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