← ALL WORK
CASE STUDY · EDUCATION · WASHINGTON, DC
DUDLEY BEAUTY COLLEGE
A family-run beauty school in DC was selling a $19,785 career the same way it sold a bottle of shampoo. We rebuilt the path from first visit to campus tour.
WEBSITE REBUILD · PRODUCT PIPELINE · STUDENT INQUIRY · DIGITAL ENROLLMENT · BUSINESS OPERATIONS
CLIENT
Dudley Beauty College
ENGAGEMENT
Website, ads, booking, and admissions pipeline
PLATFORM
Wix Studio + Google Ads
TIMELINE
January to September 2026
01 / THE PROBLEM
THE WEBSITE SOLD A CAREER LIKE A PRODUCT.
All three programs ended at a checkout page: Cosmetology at $19,785, Nail Technology at $4,840, Instructor Training at $6,135, each with an Add to Cart button and a quantity selector. Nobody makes a decision that size on a first visit. Interested people left, and the site had no way to catch them. No captured leads meant nothing to follow up on.
SMALL LEAKS THAT COST TRUST
A misspelled program name in the main navigation.
An email link that sent inquiries to a former agency’s inbox.
A 2022 copyright and a past open house still on the home page.
Five competing buttons and no clear next step.
02 / WHAT WE BUILT
ONE PATH: VISIT, BOOK A TOUR, FOLLOW UP, ENROLL.
01
A FIVE-PAGE WIX STUDIO SITE
Home, Cosmetology, Nail Technology, Instructor Training, and Services. Rebuilt to work cleanly on phones and tablets.
02
TOUR-FIRST CALLS TO ACTION
The cart came off the program pages. Book a Campus Tour and Get the Program Guide took its place.
03
FINANCING IN ONE PLACE
A financing and scholarships section, with VA benefits language written to VA guidance.
04
BOOKING THAT ROUTES ITSELF
Calendars assigned to instructors, and a digital waiver built into the booking flow.
05
AN ADMISSIONS PIPELINE
Lead stages in Wix renamed to match how admissions actually works, plus hands-on staff training.
06
ADS THE SCHOOL CAN RUN
A Google Ads campaign and a step-by-step guide so the team can run the next one without an agency.
Google Ads, July to September 2026. Source: Google Ads and Wix Analytics.
People search for Dudley by name. The brand already has real local recognition.
Most visitors go from the home page straight to booking services, then to courses.
Nail Technology drew the most program interest.
Traffic is not the problem anymore. Turning inquiries into campus tours is.
67,000
AD IMPRESSIONS
2,000+
CLICKS TO THE SITE
$745
TOTAL AD SPEND
3 MIN
AVERAGE TIME ON SITE
03 / WHAT THE DATA SAID
THE NAME TRAVELS. FOLLOW-UP IS THE NEXT BOTTLENECK.
04 / WHAT’S NEXT
LAUNCH, THEN TIGHTEN THE FOLLOW-UP.
The rebuilt site transfers at the end of September 2026. Next comes program-by-program follow-up so every inquiry hears back fast, and a stronger admissions team so enrollment does not depend on one person.
START WITH A CLARITY CALL
FIND OUT WHAT IS ACTUALLY HOLDING YOU BACK.
A focused, 60-minute working session. Bring the messy version. Leave with a clear priority and a practical next move.
YOUR FIRST STEP
$250 for 60 minutes.
Applied to an approved build when you move forward within 14 days.
CLARITY BEFORE COMMITMENT.
01
Identify the main problem worth solving.
02
Choose one priority outcome for the business.
03
Leave with three immediate next actions.
04
Get an honest recommendation on what to do next.
Written priorities included. Available in English or Spanish.
Implementation is a separate decision. No obligation to continue.
08 / START
BRING ME THE MESSY VERSION.
Tell me what you’re building, where it’s stuck, and what you want next. I’ll tell you straight whether I can help and what the first step is.
BEST FIT