Aoki Hair.
Twenty years as Perth's curl specialist, with a website that gave away none of it.
The expertise was never in question.
Jenni Spence founded Aoki Hair in 2004, after learning the craft of curls in South Africa and spotting a gap when she moved to Perth: almost no local salon specialised in curly and textured hair. Twenty years on, Aoki is Perth's leading curly hair specialist and a proud Aveda concept salon, certified across the Curly Girl Method, the Rezo Cut, and the Cado Cut.
The expertise was deep. The website was not keeping up. Someone searching for a curl specialist in Perth had no easy way to find Aoki, and what they did find did not reflect the standard of the work.
Make the craft findable.
Refresh the site so it reads like the salon feels. Build the search presence so the people already looking for a curl specialist actually land on Aoki. And set it up so the team can keep it current without touching code.
Three things had to be true. The site had to look like the salon. It had to be found in search. And it had to be editable by the people who run the chair, not the people who built it.
Built around the curl.
The salon, on the page. The mural, the Aveda partnership, the neon, Jenni's story. The site carries the personality of the room, not a stock-photo version of it.
Search built in. Curl types, the Aveda concept salon status, Mount Pleasant and the surrounding suburbs, mapped to real pages so the searches clients already make have somewhere to land.
Editable by the team. Services, prices, the journal, and the gallery all sit behind a simple editor, so Aoki can keep the site current without a developer.
Jenni Spence, founder, and the curls Aoki is known for.
A salon site, the team can run.
A fast static build, designed around the salon and wired so the team can edit it through one login. Underneath the surface, the work covers the full digital footprint.
- iA full site refresh. Services, the Aveda story, the experience, reviews, and a journal, all set in the salon's own register.
- iiSEO from the ground up. Schema, clean structure, and metadata mapped to the curl-specialist and Aveda terms clients search in Perth.
- iiiInstagram and automation. The salon's feed pulled into the site, with the groundwork for booking and follow-up automation on top.
Services, set in the salon's own voice.
The build itself: the homepage, the Aveda shop, and the journal.
The salon in Mount Pleasant. An Aveda concept salon since day one.
Twenty years, finally legible.
Aoki now has a site that matches the salon, a search presence built around the exact terms its clients use, and a digital footprint the team can run themselves. The expertise was always there. Now the people looking for it can find it.
The work was already there.
With a business like Aoki, the temptation is to invent a story. There was no need. Twenty years of curl expertise, an Aveda partnership, and a founder who trained with the world's leading curl experts. The job was to clear away what hid it, and point it at the people already searching.
[ Client quote. One or two sentences from Jenni on the difference the refreshed site and search presence have made. ]
See the rest of the work.
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