The brief
When Pietro's salon in Varese came to us in 2020, the goal wasn't a brochure site — it was a real appointment channel that worked as well at 11 PM on a Sunday as it did during opening hours. Existing clients were still calling the front desk to book, new visitors couldn't find times, and the salon's Instagram was doing more selling than the website ever had.
What we built
A custom WordPress build tuned around three things:
- A booking flow that respects how salons actually run. Returning clients pick their stylist, their service, and a slot — no phone call, no back-and-forth.
- A service catalog written the way the salon talks. Not a generic hair-menu template; the language matches how Pietro describes his work in person.
- A homepage that reads like the salon feels. Quiet, deliberate, considered. No stock imagery. No noise.
Stack
- WordPress (custom theme)
- LatePoint (booking + scheduling plugin)
- PHP · MySQL
- Owner-managed content (no dev support needed for updates)
Outcome
Live since 2020, still in production. The client reports a steady flow of bookings from the site without any ongoing marketing spend — the front desk answers fewer scheduling calls, and the salon runs its own calendar.