Landing page UX That Attracts The Right Niche Clients
GlowHaus
Type
Branding + UX
Year
2025
Project for
Exploratory UX
"We're creating gorgeous campaigns for beauty brands, but our own website looks like we sell car insurance."
My client dropped this truth bomb during one of our session. Here's the thing, his agency was doing well, but there was a disconnect. The team loved working with beauty and wellness brands (and did their best work there), but their own brand looked... well, boring.
The hidden cost? They were attracting the wrong clients and missing opportunities with the right ones. This leads me to how about
A Strategic UX Proposal for Business Transformation
The Challenge
The Client: A successful digital marketing agency serving real estate, B2B, and ecommerce clients
The Reality: Team naturally drawn to beauty and wellness brands, producing their strongest work in this space
The Problem: Complete brand-market misalignment causing client acquisition friction
The Deeper Issue (That Most Agencies Face)
In a saturated market, generalist agencies are fighting on price. Specialist agencies command premium rates and attract clients who value expertise over cost. But making that transition? That's where most agencies get stuck.
Problem | Impact |
|---|---|
No clear niche positioning | Competing on price instead of expertise |
Generic website design | Wrong clients applying, right clients leaving |
Mismatched brand aesthetic | Team passion not reflected in brand |
Unclear service offerings | Prospects confused about what they actually do |
My Strategy
Business Meets Psychology
I treated this project as a combination of business strategy, brand clarity, and UX thinking. This wasn't just about making things look prettier. It was about repositioning a business through smart UX.
Strategy Layer | Focus Area | Goal |
|---|---|---|
Business | Team strengths → market position | Clear niche expertise |
User Experience | Visitor journey → conversion path | Reduce friction, build trust |
Psychology | Emotional triggers → decision making | Connect with beauty mindset |
Research
What Beauty Industry Decision-Makers Actually Want
I dug into the mindset of beauty brand founders, owners, and marketing managers through competitor research and user behavior analysis:
User Insight | What This Means for Design |
|---|---|
5-Second Judgment | Site must communicate expertise instantly |
Partnership Mindset | They want collaborators, not vendors |
Visual Credibility | Aesthetic quality = professional credibility |
Emotion-Driven Decisions | Logic alone doesn't convert beauty professionals |
Designing the User Journey
I mapped the scroll journey around user intent and business impact, not just aesthetic blocks:
Hero – Niche clarity and immediate CTA
About – Establish voice, purpose, and emotional relevance
Services – Outcome-led packages, not vague offerings
Work – Showcase of scroll-friendly brand samples
Testimonials – Strategic trust injection from beauty clients
FAQ – Reduce hesitation and pre-convert common doubts
Contact – Low-friction CTA with calming tone
Making It Feel Right
Visual Strategy: Created an aesthetic that beauty founders would actually want to work with
Content Strategy: Wrote copy that sounded like it came from someone who understands the beauty industry mindset - whether you're a startup founder, established brand owner, or marketing manager looking for the right agency partner
Mobile Focus: Optimized for how people actually browse (on their phones, quickly)
Design
UX Principles Used
Principle | The Problem | My Solution |
|---|---|---|
Keep It Simple Cognitive Load Reduction | Beauty professionals are busy and overwhelmed | One clear action per section, easy scanning |
Build Trust Early (Trust-Based Hierarchy) | Hard to stand out in crowded market | Portfolio and testimonials upfront |
Create Connection (Voice of the UX Copywriting) | Generic corporate vibes don't work | Visual system that matches beauty industry standards |
Style Guide
Expected Impact & Success Metrics
This was a strategic proposal showing transformation potential
Immediate Changes | Business Impact |
|---|---|
Clear niche positioning | Premium pricing potential |
Mobile-optimized experience | Better user engagement |
Aligned visual system | Higher quality leads |
Trust-focused content | Improved conversion rates |
What This Project Taught Me
Working on this beauty agency transformation really opened my eyes to how I naturally approach UX challenges. I realized I don't just jump into wireframes, I dig deeper first.
Strategic thinking
I learned that when a client says "we need a new website," they're usually dealing with a bigger business problem. In this case, it wasn't about the site at all - it was about brand positioning and market alignment. This taught me to always ask "what's the real problem we're solving?"
User research changed everything
Instead of assuming what beauty professionals wanted, I actually studied their behavior patterns. That 5-second rule insight? That came from observing how quickly they made judgments, not from guessing. Now I always base decisions on real user data, not what I think users want.
Looking for root causes
The surface problem was "our website looks generic," but the root cause was "we're trying to be everything to everyone." This project taught me that solving symptoms is temporary but solving root causes creates lasting impact.
Combining different skills amplified my impact
I couldn't have solved this with just UX design. It required understanding business strategy, writing compelling content, applying psychology principles, and thinking about brand positioning. I learned that becoming a UX professionals is need to be comfortable wearing multiple hats.
So here's the funny thing
We never actually built this website. But about a month later, my client text me "Hey, I just had three people ask me about our 'beauty expertise' this week. I think you broke my brain in the best way. Let's give it a shot!"
