Salons Direct is a leading supplier of hairdressing and beauty products and equipment to the salons industry and beauty therapists.

Already a well established mail order business, they had been trying to cultivate that same reputation online.


Increase in revenue (YoY)


Increase in profit


of target non-brand keywords on page 1 of Google


Increase in revenues generated by assisted conversions (YoY)


Increase in assisted conversions (YoY)




Despite working with another agency before Velstar, Salons Direct was not achieving the SEO results they needed and wanted to work with an agency they felt would be able to better use the new site to acquire greater volumes of organic search traffic. The key objective was to rank for a greater number of high value category-level keywords that would drive significant levels of visits that were likely to convert into paying customers.

Velstar helped Salons Direct achieve this, providing recommendations on site structure based on keyword research, carefully managing technical SEO issues across the site, completely revamping on-page content and developing a keyword-centric editorial and outreach plan to support traffic and link acquisition.

The PPC brief provided to Velstar by Salons Direct was to focus on delivering an improved ROAS – this meant the team had to develop a strategy that was about efficiency rather than volume. In a highly competitive industry, this represented a number of challenges – primarily making sure the bidding strategy was built around revenue-driving keywords that would send quality traffic through to the site. Velstar excelled with this challenging brief, and has exceeded expectations on multiple KPI targets.

The brief for Velstar was to build an authoritative content hub positioning Salons Direct as the expert in this sector, generating significant additional traffic to the website to assist in increasing conversions.

Working in conjunction with the Salons Direct Marketing team, we devised a comprehensive content plan focusing on buying guides, brand spotlights, Q&As with industry experts alongside general user-focused content on how to best run and manage your salon.

To further attract high quality backlinks to the website, we also created an interactive map of the UK, highlighting where customers could visit vegan friendly salons.

“We’ve worked with Velstar on both development and digital marketing activity and they have helped our business achieve some fantastic results with revenue growing almost 200% through our website.”

Danielle Jones,
Marketing Director Salons Direct