Work Less, Earn More | Content Strategy with SEO for KDG HMUA
Jeanne Keith Felipe
How A Local Makeup Artist Reclaimed Her Time While Working Less & Earning More
KDG Hair & Makeup Artistry | A Content Firefly Case Study
Everyone wants to work less and earn more — and that includes Kat, the founder of KDG Hair & Makeup Artistry.
By day, she’s a full-time employee.
By passion, she’s a decade-long makeup artist who dreamed of turning her side gig into a stable, profitable business she could one day pursue full time.
But before we met, she was stuck in a cycle that many talented service providers know too well:
Constant inquiries she had to handle manually
Seasonal bookings that dictated her income
High ad spend with low conversions
Clients haggling for discounts
No brand clarity in a saturated beauty market
And the exhaustion of carrying everything alone — operations, admin, social media, upskilling — all while working a regular job
Kat wasn’t lacking skill.
She was lacking positioning, visibility, and systems that match the quality of her work.
The Strategy: Build a Premium, Retention-Based Brand
I rebuilt KDG from the inside out:
Repositioned her brand to the mid-premium tier
Crafted a message anchored on being “Unapologetically Filipina”
Built her website + automated booking funnel
Optimized her visibility through Local SEO, Google 3-Pack, TikTok, and AI search
Standardized premium visuals and storytelling
Developed a long-term content system that showcases her authority
Shifted her business model from high-volume → retention-based
The Results: The Life She Wanted Finally Happened
Kat didn’t just earn more — she got her time back.
Net income tripled → ₱63K → ₱172K
Clients reduced → 131 → 60 (working 54% less)
Income per client increased 5.7x
Rates increased with zero pushback
Organic visibility on Google, TikTok, ChatGPT, and Perplexity
Booking automation removed hours of manual work
Work-life balance restored — she even enjoyed her wedding + honeymoon with ease
Kat now chooses who she works with, earns more from fewer clients, and runs a business that supports her life — not the other way around.
From Side Gig to Sustainable Brand
What changed wasn’t just her strategy.
It was the feeling of finally being seen, valued, and compensated for the craft she’s been mastering for years.
This is what happens when a good service meets the right positioning, visibility, and systems.
This is the power of strategic content and brand clarity.
Like Katreena, who went from 131 exhausting clients making ₱63K to 60 quality clients making ₱192K—tripling her income while freeing up 6 bookings per month for her personal life and full-time job.
Want to achieve more personal time while earning more like KDG?
Let’s light you up firefly! Book an appointment today!
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Posted May 15, 2025
This is a 1-year case study project featuring the repositioning of a small business from entry level to mid-tier makeup service.
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Timeline
Dec 1, 2023 - May 1, 2025
