Marketing built exclusively for beauty businesses, so the strategy actually fits how clients find and book you.
Mallorca’s website had done its job for years — it converted, it ranked, and it felt like Mallorca. It was also busy, dated underneath, and every tenant profile update needed a person. We rebuilt it on our own platform: the same brand and feel, everything modern beneath it, and a directory four buildings of stylists can now keep up to date themselves.
Nobody wanted to lose what worked. The old site converted and it felt like the brand. But the Apply button was buried, prospects couldn’t tell which building they were looking at, the directory search didn’t always find a stylist by name, and Google’s updates were leaving a site nobody had touched underneath in a while further behind every month.
Mallorca Salon Studios rents private suites to independent beauty professionals across four San Antonio buildings — Northstar, Northwest, Thousand Oaks and Pleasanton. Their salon directory is the busiest page they own: it sends their tenants over two thousand appointment requests a month. The website behind it was a WordPress build we had run for years, and it was overdue.
Mallorca’s brand already worked. The wordmark, the terracotta M, the warm hallways with a bench outside every door: tenants recognized it and prospects trusted it. So the brief was the opposite of a redesign. Keep everything a guest or a stylist would recognize, and rebuild everything underneath so four buildings read as four and the directory runs itself.
Northstar, Northwest, Thousand Oaks and Pleasanton. Four buildings across the city, each with its own front door and its own sign, and on the old site a prospect could not tell which one they were looking at.
Private suites that tenants make their own: a green wall under hanging flowers, purple and teal, blue chairs by the window. The site has two jobs here: show a prospect the room they could have, and show a guest the room their stylist is in.
The WordPress site we built years ago. It converted and it ranked, and it had been added to for years: a Q4 banner, a nav with Contact on a row of its own, an Apply button prospects had to hunt for, and a directory that could not always find Maria.
Not a swatch book. Not a template. The room, in hex.
The same page on the old site and the new one, whole page beside whole page, captured at the same width. Same brand, same photographs, same offer. What changed is everything a prospect had to hunt for, and everything underneath that was going to break. Each frame scrolls the real page.
The old homepage was the hallway, three tiles, a paragraph, a stock-photo banner and a footer. The new one opens on the same hallway with the headline, the weekly rate, the rent-free offer and two buttons on it, then three front doors, the suites, real tenants on video, reviews by building, a map, and the question the whole site is built to ask.
The old leasing page was a tenant’s photo with a slogan over it, a Q4 banner and a form at the very bottom. The new one puts the request-a-tour form beside the headline with the offer printed on it, then the weekly rate and what it includes, the suites, video testimonials, the steps to move in, and the questions prospects actually ask.
The old directory was a photo header, a search box and a long grid, and the search did not always find a stylist by name. The new one is search by service, a filter by building, a pin per building on the map, and a card for every pro with their own photo, suite and a way to book. The search and the building switcher stay on screen as you scroll through eighty-four of them.
On the old site a tenant’s page was a video box with their name on it and a strip of photos. Now it opens on their own brand, names the building and suite, shows their services, hours and gallery, and ends in a request-an-appointment form. Tenants edit the page themselves; Mallorca approves with one click from an email.
The old site had one page for the newest building and a floor-plan box that never got filled. Now each of the four buildings has a dedicated page: its own photograph, address and hours, the rate, the floor plan, the tenants who call it home, its own reviews, and a tour form for that address. North Star is the one shown here.
The old reviews page was a Google widget under a heading. The new one leads with the 5.0 and the count, then the reviews sorted by building and by renters or clients, so a prospect reads what tenants at their building say. Underneath all of it, the site moved off WordPress and its plugins onto our platform with every old address mapped, so it is faster, safer, and does not need patching to keep working for the next few years.
Keep the soul, replace the bones. The brief was to keep the same theme and layout, modernize it and clean it up — not to start over. Underneath, move it off WordPress onto our own platform so it’s faster, more secure, and so the directory can run without a human in the loop. The directory is the asset; everything else was built to feed it.
The same brand a tenant has known for years, with a front door for guests, a front door for prospects, and nothing to hunt for. Each frame below scrolls the real page, captured before the September launch.
The hallway, a headline about running a business somewhere that feels like Mallorca, and three doors: the directory for guests, leasing for pros, locations for everyone. Then the suites, the reviews, and the question.
The form above the fold with the rent-free offer on it, one weekly rate and everything it includes, the suites, video testimonials from tenants, the questions prospects ask, and a sticky bar on a phone.
Search by service, filter by building, and every tenant card calls or opens a profile. The search and the building switcher stay on screen as you scroll. Tenants keep their own cards current; Mallorca approves with one click.
A tenant’s own brand up top, their building and suite, services and hours, a gallery, and a request-an-appointment form that tells Mallorca exactly how many guests each tenant gets from the directory.
Each of the four buildings has a dedicated page: its photograph, address and hours, the rate, the floor plan, the tenants who call it home, its own reviews, and a tour form for that address. This is North Star’s.
A map with a pin per building, then a card and a real cross-street for each, so a prospect knows which Mallorca they are looking at before they book a tour.
The 5.0 and the count from Google first, then every review, filterable by building and by renters or clients, so a prospect reads what people at their building say.
Same brand, new platform. Home, directory, four location pages, leasing, apply, reviews, referral and blog — migrated with every old address carried over.
Our Website service
Phone number, text code, edit with a live preview. Mallorca approves with one click from an email. No more waiting on anyone.
Our Website serviceThe old site ranked. Every address was mapped and the search work carried over so it keeps ranking on the new one.
Our SEO serviceA site that converted and ranked, and looked like it had been added to for years. Busy pages, an Apply link prospects had to hunt for, a pricing banner people misread as one building’s price, and a directory that couldn’t always find “Maria” when a guest typed Maria. Every profile change went through us.
The busiest page on the site got the most work: pick a building and a pin drops on the map, the search and location switcher stick to the screen as you scroll, and every tenant page now shows their location, directions, and a request-an-appointment form — so Mallorca can see exactly how many guests each tenant is getting from the site.
The form above the fold, the starting price and what’s included, suite photos, video testimonials, FAQs, and a sticky bar on mobile. A page for each building, a reviews page you can filter by building and by renters or clients, an Apply page, a referral page. Every old address on the site mapped to a new one, so nothing that ranked was lost.
Design reviewed in June, a working walkthrough in July, the full site approved in August, and the tenant self-service system finished in early September. The new site launches in September 2026; the numbers that follow it belong to the next chapter of this study.
Four buildings that finally read as four, a leasing page that asks for the enquiry instead of hiding it, and a directory that stays current on its own. As John put it on the walkthrough: “We’ve always beat the competition in this — and now we’re just smoking.”
Measured results for Mallorca Salon Studios. No projections, no estimates.
If your brand is right and your site converts, a rebuild should keep the soul and replace the bones. Your customers shouldn’t notice a redesign. They should just find it easier.
For a suite operator the tenant directory is the busiest page you own and the strongest leasing pitch you have. Build it like the front door.
A directory that needs a person to update it goes stale. One that tenants can edit themselves, with you approving, stays alive.
Start the platform move a season earlier. The redesign was first pencilled for the winter and waited on a designer and on content; moving to our own platform in the spring is what actually got it built. Next time we go straight there.
Every case study on this page started the same way. A discovery call, a custom plan, and a team that actually executes.
