Spa Case Study
Overall Interactions
Website Clicks
Calls
Introduction
A spa in Chicago’s West Loop reached out after realizing its online presence wasn’t matching the volume of foot traffic happening in its neighborhood. The area is busy and competitive, but the spa was barely showing up when people searched for services nearby.
Calls were low, website clicks were inconsistent, and most potential clients didn’t even know the business existed.
This case study walks through what happened after we rebuilt their website, extended their reach through local content, and set up a review system that helped their reputation grow month after month.
By strengthening their site, expanding local coverage, and enhancing their Business Profile activity, the spa began to appear in search results.
This makes a massive difference. You’re not trying to create interest from scratch. People are already searching for exactly this in their area, which means the business just needs to be visible when they do.
Starting Numbers
When we first measured their performance in November 2024, the numbers were modest:
Calls: 84
Website Clicks: 110
Overall Interactions: 318
Despite being in a popular neighborhood, they were missing out on customers who search online before booking anything. West Loop is packed with salons, spas, and wellness studios, and standing out requires a strong presence across several neighborhoods, not just one street.
Goals
- Increase website clicks to over 250 per month
- Reach a minimum of 600 interactions per month on the Google Business Profile
- Grow reviews from 2 or less per month to greater than 5
Website Rebuild
We started by giving their website a complete overhaul. By rebuilding it from the ground up, we made it easier to navigate and more helpful for customers looking for services.
The new structure gave it the clarity that helps search engines understand the spa’s services, location, and purpose. It also gives potential clients the information they need to feel confident booking. This then laid the groundwork for us to make updates to the Google Business Profile.
Here are a few additions to the site that made a big difference:
Map Section: Made the exact location clear. This mattered because West Loop has tight streets, busy parking, and out-of-town visitors who rely on maps more than locals.
Local Pages and Keywords: Added pages for areas near and far, including Fulton Market, Greektown, River West, and the Near West Side. These areas are tightly connected, and many people search for “spa near me” while passing through them.
FAQ Section: Covered common questions about facials, massage treatments, add-ons, pricing, and the typical first-visit experience.
Improved Booking Features: Clear appointment buttons made it faster for clients to schedule services.
Blog Content: Highlighted topics like seasonal skincare, how to prepare for a facial, and what to expect from different types of massage therapy. This helped build trust and gave the spa more online authority.
Google Business Profile Updates
Once the website was completed, we turned to their Business Profile.
The spa already had good photography from previous brand shoots, but their profile wasn’t using any keywords that tied them to nearby neighborhoods or popular treatments.
We rewrote the service descriptions and added references to the areas they serve. This helped the profile appear for searches happening just outside their immediate block.
The biggest shift came once we gave them an automated flow of review outreach for completed appointments.
After every appointment, clients received a simple message via email or text inviting them to review their experience.
When Google sees that people who have visited the location of a business feel strongly enough about it to leave a review, it begins showing it to more people.
Once reviews started coming in more consistently, our team began replying to every one of them. Using natural language that included relevant treatment names and neighborhood references helped reinforce authority without looking forced.
Business Profile Calls
Month | Calls | Month-over-Month Change | Cumulative Growth % |
Nov 2024 | 84 | – | – |
Dec 2024 | 135 | +61% | +61% |
Jan 2025 | 221 | +64% | +163% |
Feb 2025 | 316 | +43% | +276% |
Mar 2025 | 489 | +55% | +482% |
Apr 2025 | 503 | +3% | +499% |
Calls increased steadily through the first few months. Seasonal changes and holiday traffic played a role, but most of the growth came from increased visibility in the neighborhoods around the spa.
Once the Business Profile improved and the website gained traction, the spa started showing up in more local searches. It’s the classic slow-build of SEO–steady work that eventually turns into real momentum. That momentum helped them reach people who weren’t already looking for the spa specifically.
Website Clicks
Clicks on the website gained momentum as well, but the biggest jump happened a few months after the initial changes. A large leap in February gave the site its stride before tapering off into steady, sustainable growth by the time we had finished the significant changes.
Website clicks grew as the addition of local pages gained recognition. We added pages for parts of Chicago that covered areas as dense as The Loop, as nearby as Ukrainian Village, and as far out as Oak Park.
Blog posts also helped rank the site for more keywords, which built credibility in the spa niche.
Much of this growth came from searches tied to specific treatments and “spas near me.” People looking for facials, massage therapy, and other treatments near areas we targeted were finally being matched with the business.
Overall Interactions
The biggest jumps came from stronger review activity. The steady pace of new reviews built trust quickly, which increased overall actions across the profile. Clients were calling more often, taking time to look through photos and service options, and visiting the site more consistently.
Review replies helped close the gap between what customers said and what search engines needed to understand. One aspect on our side is the nature of spas. People leave feeling happy and rejuvenated, often motivated to share that feeling with the world. So a well-timed review request made a world of difference.
However, most customers don’t naturally mention treatment names or the exact neighborhood they visited. So the next step was crafting intuitive yet organic review replies to give the profile extra clarity.
Overall Impact Summary
After several months of consistent updates, the spa saw clear improvements:
- Calls up 499%
- Website clicks up 346%
- Overall interactions up 445%
- Reviews average 7 per month
This Chicago based spa went from being hidden in the noise of the Chicago wellness market to being a recognizable, trusted option.
Why This Strategy was Successful
This strategy worked because it fixed the biggest issue the spa had: search engines didn’t have enough information to understand where the business was relevant or why it should show up for people searching nearby.
Even though the spa sat in one of the busiest parts of Chicago, Google had almost no signals tying it to the neighborhoods around it. The result was low visibility, low calls, and unpredictable website traffic.
When the site was rebuilt with pages for nearby areas like Fulton Market, River West, and Greektown, it finally created the signals that showed where the spa was relevant. These pages created the geographic relevance the site was missing, and they became a major driver behind the 346% growth in website clicks.