The Scope: Custom Showit Web Design
The Vibes: Luxury, Editorial, Feminine
The Industry: Tanning Salon
Perfect Glow Sunless had already built a strong reputation in the sunless tanning industry, with nearly two decades of experience, a globally recognized product line, and a loyal Palm Beach clientele. What was missing was a website that communicated that level of expertise while also making it incredibly easy for a potential client to understand the experience and take the next step.
Melissa came to me after investing in a beautiful website that unfortunately wasn’t converting the way she had hoped. The information was there, but the structure wasn’t doing enough to guide visitors through the services, preparation, packages, FAQs, and booking process. This luxury spray tanning website design project was about more than creating another polished website. It was about taking everything Perfect Glow had already established and turning it into a much more strategic online experience.
Creating a More Strategic Luxury Spray Tanning Experience
One of the biggest opportunities was restructuring the content around the client journey rather than putting the majority of the emphasis on Melissa’s story and credentials. Her experience and authority are a huge part of what makes Perfect Glow different, but someone visiting the site for the first time also needs to quickly understand what services are available, whether the experience is right for them, what they can expect, and how to book.
I reorganized the content and page structure so those answers are much easier to find, while still giving Melissa’s expertise plenty of room to establish trust. Services, bridal tanning, testimonials, frequently asked questions, industry recognition, preparation information, and other important details were all given a more intentional place within the experience.
Visually, the goal was to create something that felt elevated without becoming overly complicated. Refined typography, editorial imagery, generous spacing, and subtle design details give the site the luxury feel Perfect Glow is known for, while the overall structure keeps the experience straightforward and easy to navigate. Accessibility and readability were also considered throughout the redesign so the site could feel polished without sacrificing usability.
The website was also built with SEO in mind, including improved page structure, strategic heading and keyword placement, image optimization, and local SEO foundations to support visibility for spray tanning services in West Palm Beach and the surrounding Palm Beach area.
The result is a website that does a better job of balancing both sides of the Perfect Glow brand: the expertise and authority behind nearly two decades in the industry, and the personalized, high-end experience clients are actually coming to the salon for. Instead of simply telling visitors that Perfect Glow is an established name in sunless tanning, the new website gives them a much clearer reason to trust the brand, understand the experience, and feel confident booking.
A Website That Finally Matched the Reputation of the Brand
For a business that has already built so much credibility offline, the website needed to catch up.
The finished Showit site gives Perfect Glow Sunless a more refined online presence while making the information clients need much easier to find. It feels more intentional from the moment someone lands on the site through the point where they’re ready to book, creating a stronger connection between the luxury experience Melissa provides in person and the way the brand is presented online.
Your Website Should Match the Experience You Provide
If you’ve built a beauty business around expertise, quality, and a high-end client experience, your website should communicate that before someone ever walks through the door. I create custom Showit websites for beauty professionals and studio owners who want something that feels elevated while still being strategic, clear, and easy for their clients to navigate.
What Melissa Had To Say
“I found Jordin through Showit while searching for a new website designer. I had recently invested in a beautiful website, but unfortunately it just wasn’t converting the way I had hoped.
Jordin responded incredibly quickly, and after our initial call, I knew she understood my vision from the very beginning. Before moving forward, I reached out to several of her past clients, and every single one gave her glowing reviews, which made my decision easy.
Her entire process was seamless, organized, and incredibly efficient. She completed my project much faster than I expected—which I especially appreciated because I’m a very impatient person! She even worked on my website while she was on vacation because she knew how important the launch was to me.
The finished website exceeded my expectations. It’s not only beautiful but also much more strategic for my business. Throughout the entire process, Jordin was responsive, communicative, and always quick to make any revisions or updates I requested.
I couldn’t be happier with the experience and look forward to working with her on future projects. I highly recommend Jordin to anyone looking for a talented designer who truly cares about her clients and their success.”
-Melissa Z., Owner of Perfect Glow Sunless
Questions About Luxury Spray Tanning Website Design
What makes a spray tanning website feel luxurious?
Luxury comes from more than just choosing an upscale color palette or using beautiful photography. For Perfect Glow, the goal was to combine refined visual design with thoughtful spacing, clear typography, strong imagery, and a client experience that feels polished from the first interaction.
Why does a spray tanning business need a strategic website?
Clients often have questions before booking a spray tan, especially when it comes to preparation, services, packages, results, and what to expect. A strategic website makes those answers easy to find while guiding visitors toward booking instead of making them search through a cluttered site.
Can a beauty or tanning studio improve SEO without making the website feel overly focused on keywords?
Absolutely. SEO should be built into the structure of the website rather than pasted onto it afterward. For Perfect Glow, that meant improving page hierarchy, headings, content structure, image optimization, and local SEO while keeping the experience focused on the people actually visiting the site.
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.
