UX & Visual Design Overhaul for London Salon Website Redesign

Belle Cour Beauty — Website Redesign A UX & Visual Design Overhaul for a London Beauty Salon Brand

Overview CLIENT Belle Cour Beauty — a boutique beauty salon group based in London, with a location in Victoria/Pimlico offering services including nail treatments, facials, eyelash extensions, eyebrow threading, waxing, massage, and laser hair removal.

MY ROLE UX Designer & Visual Designer — responsible for audit, strategy, and full redesign of the website.

PLATFORM Web (desktop & mobile responsive)

The Problem Belle Cour Beauty's existing website struggled to reflect the premium, personalised experience the brand delivers in person. Despite offering a broad and well-curated menu of beauty services across a central London location, the digital presence fell short of converting visitors into bookings.

Key Issues Identified

Cluttered navigation with an overly deep menu hierarchy — services were buried under multiple dropdown levels, making it difficult for users to find what they were looking for quickly.

Weak visual hierarchy and an inconsistent aesthetic that did not communicate the brand's upscale positioning or build trust with first-time visitors.

The homepage lacked a clear value proposition. The tagline 'Your satisfaction is our achievement' offered little differentiation or emotional resonance.

Critical information — such as location, hours, and booking options — was scattered and not immediately visible, creating friction at the most important decision point.

The booking call-to-action was present but not prominent or well-integrated into the user journey.

The site did not effectively communicate the salon's credentials, team expertise, or the personalised nature of their service — key trust signals for a beauty brand.

Mobile experience was not optimised, despite the majority of local search traffic arriving via mobile devices.

The Solution The redesign focused on three core pillars: clarity, trust, and conversion. Every decision was made to reduce friction, communicate brand quality, and guide users toward booking.

Navigation & Information Architecture The deep, multi-level dropdown navigation was restructured into a flatter, more intuitive hierarchy. Services were reorganised into clearly labelled categories so users could reach any treatment page in two clicks or fewer. A persistent booking button was introduced in the navigation bar on all pages.

Visual Identity & Tone The visual language was elevated to match the salon's in-person experience — a refined, editorial aesthetic using a calm neutral palette, clean typography, and intentional white space. Photography guidelines and image treatments were standardised to create consistency across service pages.

Homepage Redesign The homepage was restructured around a clear narrative flow: hero section with a compelling headline and immediate booking CTA, followed by service highlights, a trust-building section featuring credentials and testimonials, and a location module with practical visit information. The hero copy was rewritten to lead with outcome and emotion rather than a generic statement.

Trust & Credibility Dedicated sections were designed to surface the salon's expertise — therapist qualifications, years of experience, and customer reviews. This content previously existed but was not strategically placed or visually prioritised.

Booking Flow The booking experience was streamlined. The CTA was made persistent and consistent throughout the site — in the header, within service pages, and at natural decision points — reducing the number of steps between interest and action.

Mobile Optimisation The layout was rebuilt with a mobile-first approach, ensuring that key information (hours, location, booking) and primary CTAs were immediately accessible on small screens without scrolling.

Outcome The redesigned website presents Belle Cour Beauty as a credible, premium salon brand that is easy to navigate and easy to book. The cleaner structure reduces cognitive load for first-time visitors, while the stronger visual identity builds confidence and encourages return visits.

Design Improvements

Navigation depth reduced from 4 levels to 2, improving discoverability of all service pages.

Booking CTA made persistent and visible across all pages and screen sizes.

Homepage restructured around a clear user journey from awareness to conversion.

Visual consistency established across service pages, improving brand cohesion.

Trust signals — reviews, qualifications, personalisation messaging — surfaced prominently.

Mobile layout redesigned for thumb-friendly navigation and instant access to key information.