Case Study Project Page

Abel R Nail Bar

Abel R Nail Bar is a premium nail salon offering manicures, pedicures, and skin care services. When they came to Ruskin Consulting, their website was outdated, poorly structured, and barely registering in organic search. The site lacked dedicated service pages, was not built on a flexible CMS, and gave search engines almost nothing to work with. The result was near-zero organic visibility and no meaningful traffic from people searching for nail services in their area.

We rebuilt their web presence from the ground up, creating a properly structured WordPress site with individual pages for each service, optimized content throughout, and a keyword strategy targeting local intent searches. Within six months, the results were significant.

Growth and Impact

414

Total Clicks

+711%

9,160

Total Impressions

+502%

4.5%

Average CTR

Strong Engagement

The Challenges

  • Website was not built on WordPress, making it difficult to expand or optimize
  • No individual service pages. All services lumped together or missing entirely
  • No keyword strategy. The site wasn’t written for how customers actually search
  • Near-zero organic clicks, impressions, and search visibility
  • Missing on-page fundamentals: weak titles, no meta descriptions, no structured content

The Solutions

  • Rebuilt the entire website on WordPress for flexibility and long-term growth
  • Created dedicated landing pages for each core service (manicures, pedicures, nail art, etc.)
  • Conducted keyword research to identify high-intent local search terms
  • Wrote optimized page content including title tags, headers, and body copy
  • Improved site structure and internal linking to help Google crawl and rank pages
  • Implemented a content strategy to continue building authority over time

Before vs. After Results

KPI

Before

After

Improvement

Organic Clicks (6 months)

51

414

+711%

Total Impressions (6 months)

1,520

9,160

+502%

Average CTR

3.4%

4.5%

+32%

Indexed Service Pages

1-2 pages

8+ pages

Major Expansion

Keyword Rankings

Minimal

Growing Across Local Terms

Significant Growth

What We Did

The project started with a full audit of the existing website. The site was not on WordPress, had no clear page structure, and was essentially invisible to search engines outside of brand name queries. Our first step was rebuilding the site on WordPress, which gave us the flexibility to create new pages, manage content easily, and implement technical SEO fundamentals.

From there, we developed a keyword strategy focused on local, high-intent searches. Instead of trying to rank for broad terms, we targeted searches like ‘nail salon near me,’ ‘gel manicure [city],’ and service-specific queries that people use when they’re ready to book. Each service got its own dedicated page, written with that intent in mind.
On-page optimization covered every element: page titles, meta descriptions, header tags, image alt text, and body content. We also improved the overall site structure so Google could crawl and understand the relationship between pages.

The combination of better structure, targeted content, and technical fundamentals is what drove the results. In six months, total clicks grew from 51 to 414 and impressions jumped from 1,520 to over 9,000. More importantly, those clicks are coming from people actively looking for nail services in the area, which means more booked appointments.