Client: a laser hair removal studio that moved its business from Ukraine to Prague and started from scratch in a new city. It removes unwanted hair with a laser on all parts of the body.
Customers: women and men in Prague who look for a specific treatment, its price or other people’s experience. Some search in Czech, some in Ukrainian or English.
The existing website was broken and practically did not exist for search engines.
Growth that didn’t stop when the work did
We worked together for seven months, from December 2022 to June 2023.
We measured results at two points: September 2023 and November 2024. Most of the traffic growth came after June 2023.
What we did
First, in a strategic sprint, we found what was holding the new website back and chose the steps with the biggest impact.
About 50 pages were created on the website between December 2022 and May 2023. We split the work into sprints.
Specific services first, the main query last
General queries such as “laserová epilace Praha” (laser hair removal Prague) are the most competitive and take the longest to move. So we started with specific services and left the main queries for last. In Ahrefs, the website ranked 8th–9th for “laserová epilace praha” and “epilace praha” (hair removal Prague), for example. Most service pages were created at the same time, in December 2022, so the order is set by priority.
We describe this approach in general in our guide “How to do local SEO”.
From specific services to the main page
Commercial pagesI want to book
Informational contentI want advice
For people who are only thinking about the treatment.
Why informational topics too
Someone searching for “proti zarůstání chloupků” (preventing ingrown hairs) or “laserová epilace a rizika” (laser hair removal risks) isn’t ready to book yet.
So in content sprints we added a blog with tips, how-tos and comparisons with other methods. The articles are connected to the service pages by internal links.
Czech first, then translation
We created the content in Czech and then translated it into Ukrainian and English. Prague has a Ukrainian community, and some foreigners search for the service in English. The homepage and service pages are therefore in Czech, Ukrainian and English, and the client saved money by not creating content separately for each language.
Links and Google Business Profile
We added links according to a plan, in line with the industry average. They came as PR articles in link sprints.
For a local business, Google Business Profile (formerly Google My Business) also helps, and we focused on it too.
Position zero: featured snippet
For the query “vousy na bradě u žen” (chin hair in women), Google showed an answer from the studio’s page as a highlighted snippet (featured snippet), in position zero above all results.
Proof
In November 2024, traffic was about 2.7× higher than in September 2023, according to Ahrefs.
We have worked on other projects in this industry too, see the case studies 12× more website visits and top 1 position for laser hair removal.
We offer a similar approach in our SEO services, and you can find more stories among our case studies.
