- Before (index)
- 100
- After 90 days (index)
- 121
Hair salon · Hershesons Fitzrovia
Hershesons Fitzrovia saw 21% more booking clicks
Customers knew the Hershesons name. They still needed current service details and a booking link for the right salon. LocalCMO helped keep those details aligned for Fitzrovia, where booking clicks rose 21% in 90 days.
90-day results
What changed for Hershesons Fitzrovia
- Before (index)
- 100
- After 90 days (index)
- 118
- Before
- 58%
- After 90 days
- 96%
- Before (index)
- 100
- After 90 days (index)
- 126
Measurement note. Source: LocalCMO customer case records. Reporting period: 90 days. Indexed figures use a starting value of 100; they show relative change, not absolute counts. pp means percentage points. Changes are rounded where needed.
The difference
More booking clicks at the Fitzrovia location
Online booking clicks increased 21%, and direction requests rose 18%. Discovery through non-brand service searches grew 26% as service-content coverage increased from 58% to 96%.
Results stayed specific to Fitzrovia
The case concerns this salon's local discovery and booking clicks, not brand-wide performance.
More service content was covered
Coverage reached 96% of the items on the case's service-content checklist.
The challenge
A well-known name still needs an up-to-date booking path
Hershesons Fitzrovia had 1,660 reviews and a 4.8 rating in the initial record. Customers talked about the stylists, their advice and the salon experience. Brand recognition was already strong.
The work centred on keeping the information people found current. Services, products and promotions could change while an older post or page was still being discovered. Customers also needed to land on Fitzrovia's information rather than another location's booking path.
At Hershesons Fitzrovia
Before and after LocalCMO
Before and after the work
Before LocalCMO
Service content coverage was 58%
The initial checklist showed gaps across the service topics and information being tracked.
Several channels led into the booking journey
Search results, posts and service pages all needed to point to the right Fitzrovia destination.
After LocalCMO
Coverage reached 96%
The salon filled gaps in the checked service content while keeping its own tone.
Links were reviewed with the service information
Updates covered where the customer would go next, as well as what the page or post said.
- 01
Mapped services to their booking destinations
LocalCMO connected the salon's hair, care, beauty and product topics to the relevant content and next step.
- 02
Checked for stale content each week
Service pages, booking links, Google posts and social content were reviewed. Outdated items became tasks for salon approval.
- 03
Compared specific service searches
Checks looked at nearby competitors' service terms, recent images and booking paths rather than comparing ratings alone.
- 04
Checked how AI identified the salon
LocalCMO reviewed whether answers distinguished Fitzrovia from other Hershesons locations.
Products used
How LocalCMO supported the work
Social media
Plan posts around your services and customer questions, then review them before publication.
See this LocalCMO productBusiness listings
Find conflicting business details and manage corrections across listing sites.
See this LocalCMO productAI search visibility
Check whether AI answers get your location, services and contact details right.
See this LocalCMO productQuestions and answers
About Hershesons Fitzrovia's results
Did the work change Hershesons' brand voice?
The focus was on current service information, accurate links and the right location. The salon retained approval of content and its established tone.
Are these results for every Hershesons salon?
No. The figures cover Fitzrovia's 90-day reporting period. Booking clicks are not the same as completed appointments.
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