Both crafts,
one diary

What we usually find

Most artists’ sites are an Instagram grid with a phone number. They look fine on your laptop, load slowly on the phone they are actually holding, and leave them to work out for themselves whether you do what they need.

The booking form is at the bottom, asks nine questions, and nobody has checked in a year whether it still sends. When we test them, a surprising number do not.

What we actually do

• ·Rebuild the path to booking first — what they have to see, and in what order, before they are willing to hand over a deposit.
• ·Write the treatment pages the way clients ask about them: what it involves, what it costs to start, how long it lasts, who it is not for.
• ·Make it fast on a mid-range phone on 4G, because that is where your traffic is, whatever your laptop shows you.
• ·Put your healed results where they do the selling, with consent and without a filter.
• ·Wire the form so every enquiry reaches you, and hand you a site you can update yourself.

What we usually find

The account says forty conversions. You remember eleven calls. Both numbers are honestly produced, and the gap between them is where your money went.

Underneath it, usually: a “conversion” that fires when someone looks at a page, a campaign type nobody chose on purpose, and search terms buying browsers at the price of buyers.

What we actually do

• ·Check every lead against your diary before judging any campaign.
• ·Rebuild the tracking so the account chases clients who booked, not forms that opened.
• ·Separate the searches that book from the searches that browse, and stop paying the same for both.
• ·Handle the rules that get treatment ads switched off, before they get yours switched off.
• ·One number a month — what a real booked client cost — and you can check it against your own diary.

What we usually find

A growing share of your future clients no longer type a search into Google at all. They ask ChatGPT — in full sentences, with their worries in them — and take the answer they get. If you are not part of that answer, you were never considered.

It is a new channel, and most of what is being sold around it is guesswork with a confident invoice attached. The same dashboards, the same “impressions”, the same gap between what the report says and what your diary shows.

What we actually do

• ·Start small, with a budget you would not miss, and grow it only on what booked.
• ·Write the placement the way people actually ask an assistant — the worry, the question, the “is this for someone like me”.
• ·Send them to a page that answers the question they asked, not to your home page.
• ·Track every enquiry back to the ask it came from, checked against your diary, so you know what a booked client from ChatGPT really costs.
• ·Keep you inside the rules for advertising a treatment, which are stricter here than on Google and change without notice.

What we usually find

You were sent a PDF every month with green arrows on it, and the phone did not ring any more often. Ranking reports are the easiest thing in this industry to make look good.

Meanwhile the questions they actually type before booking — does it hurt, how long does it last, what does it cost, will it look natural — are being answered on somebody else’s site, and the map listing that decides who gets called first in your town has not been touched in a year.

What we actually do

• ·Fix the pages that answer the pre-booking questions, in the words they use rather than the words the treatment is sold under.
• ·Your map listing, your profile, your reviews, your photos — the local half that decides who gets called first.
• ·Make the site fast and readable on the phone they are actually holding.
• ·Publish only what you would put your own name to. Filler content in a treatment business is a liability, not a strategy.
• ·Report what you rank for against what you booked, never on its own.

What we usually find

GEO stands for generative engine optimisation, which is a mouthful for a simple idea. The AI assistants answer by reading what is out there about you — your site, your reviews, your listings, what other people say — and recommending whoever they can understand and trust. If your site is a gallery with a phone number, to an assistant you barely exist.

Unlike Google, the assistant often never sends them to a website at all. It just gives them two or three names. Being one of those names is the whole game, and almost nobody in this industry is playing it yet.

What we actually do

• ·Answer the pre-booking questions on your site in plain words — what it costs, how long it lasts, who it is not for — so an assistant can quote you accurately.
• ·Structure the site so ChatGPT, Claude and Gemini can read it properly, rather than guessing from a wall of photos.
• ·Get your reviews and listings into the places the assistants actually read from.
• ·Be named where they look: the directories, the local press, the comparison pages that feed their answers.
• ·Track the enquiries that started with “ChatGPT recommended you” and report them against your diary, like everything else.