The Scope: Custom Showit Web Design
The Vibes: Boho, elevated, approachable
The Industry: Beauty Salon
There are some websites where the biggest challenge is figuring out what the business does, and then there are websites where you understand the services just fine but still don’t really get what makes the place special. A. Duvall Co was much more of the second.
Andrea had created a beauty collective where the experience was personal, welcoming, and a little more elevated than the typical salon experience. With a team of independent female artists, a multi-generational clientele, and a space built around genuine relationships, there was a lot more to communicate than a list of hair and beauty services.
Her old website wasn’t necessarily missing information, but it felt bland compared to the actual salon. Andrea wanted someone to land on the new site and immediately get that feeling of walking into A. Duvall Co, which ended up becoming the biggest design direction for the project.
Making the Website Feel Like A. Duvall Co
I approached this beauty salon website design almost like an extension of the salon itself. Instead of trying to make the website feel overly polished or traditionally “luxury,” I wanted it to retain the warmth and personality that makes A. Duvall Co approachable while still giving the brand a more elevated visual presence.
The design uses soft neutrals, clean layouts, relaxed typography, and plenty of breathing room, but there are also details that keep it from feeling sterile or overly minimal. The result feels polished without feeling precious, which was important for a salon that wants clients to feel comfortable whether they’re a longtime guest or someone discovering the collective for the first time.
The structure was also reworked around how someone actually interacts with the salon. Visitors can learn about A. Duvall Co as a collective, get to know the artists, browse services, and figure out how to book without having to dig through the site to piece everything together. That was especially important because each artist brings their own specialties and personality to the collective, so the website needed to make the team feel like individuals while still presenting A. Duvall Co as one cohesive brand.
And because this isn’t a salon that’s meant to stay exactly the same forever, I also wanted the website to be practical for Andrea behind the scenes. New artists can be added, services can evolve, and the business can continue growing without the website needing to be completely reworked every time something changes.
More than anything, though, the goal was to capture something that’s hard to communicate through a website: how it feels to be there.
Andrea later told me that someone opened the new site and said it felt like they had “stepped into the salon,” which was exactly what we were trying to accomplish.
From Bland and Boring to a Digital Extension of the Salon
The transformation wasn’t about turning A. Duvall Co into a completely different brand. Andrea already knew what she wanted the salon to feel like. The workbook process simply gave her a way to put that vision into words and visuals, and from there, I could translate it into the website.
That distinction is important because a good salon website shouldn’t just tell someone where you’re located, what services you offer, and how to book. It should start creating the experience before the appointment ever happens. For A. Duvall Co, that meant creating a digital space that feels just as welcoming and personal as the physical one.
The finished Showit website gives the collective a stronger first impression, makes the team and services easier to explore, and gives Andrea a platform that can grow with the salon. Most importantly, it finally feels like the business people are actually walking into when they visit A. Duvall Co in person.
Your Salon Has a Feeling. Your Website Should Too.
If your salon has a personality that goes beyond a list of services, your website should capture that. I create custom Showit websites for beauty professionals and studios that want their online presence to feel like a natural extension of the experience they’ve worked so hard to create in person.
Words From Andrea
“I can’t say enough good things about my experience working with Jordin! She made the process so fun and easy and I loved the Branding & Design Workbook questionnaire she had me answer. It honestly helped me create a clearer picture of what I wanted my salon to look and feel like and she encapsulated every bit of it. I had a website before I reached out to her but it was bland and boring and I love how she turned it into so much more! I had someone tell me when they opened the site it felt like they had stepped into the salon which was my exact goal. Jordin crushed it and I would HIGHLY recommend her to anyone looking to upgrade their business.”
-Andrea, Owner of A. Duvall Co
Questions About Beauty Salon Website Design
What should a beauty salon website include?
A strong salon website should make it easy to understand the salon itself, explore services, meet the team, and figure out how to book. Depending on the business, it can also be helpful to include stylist specialties, pricing or starting prices, FAQs, policies, and information about the salon experience.
How can a salon website feel personal instead of generic?
The personality of the salon should show up in the photography, typography, colors, copy, layout, and even the way information is organized. For A. Duvall Co, the goal wasn’t to follow a stereotypical beauty-industry aesthetic. It was to translate the warmth and personality clients already experienced in the salon into the digital experience.
Why is Showit a good option for a salon website?
Showit gives salon owners a lot of flexibility to create a completely custom experience while still making it possible to update content as the business changes. For a growing collective like A. Duvall Co, that means Andrea can continue adding artists, services, and updates without being locked into the original structure.
Jordin Brinn is the founder and lead designer of Unica Formo — a creative studio in Columbus, Ohio, specializing in custom Showit website design and brand strategy for service-based businesses like coaches, consultants, therapists, creatives, and wellness professionals. With over a decade of business experience, she helps clients bring strategy, clarity, and personality to their online presence.
Explore design services and free resources at unicaformo.com.
