Web Design:
Fair Maven
In February 2022, Rachel contacted me to update her DIY e-commerce site on GoDaddy. Rachel runs Fair Maven, an eyelash extension studio in Red Deer, Alberta, and has developed her line of skincare products using her background in chemistry.
As an internationally trained eyelash artist, Rachel initially thought an e-commerce store was the best route. However, after discussing her business goals, we realized that focusing on her skincare products and properly advertising them to potential distributors was more strategic. With this new direction, we streamlined her web hosting services and created a new website aligned with her vision and business goals.
Project Details
Client: Rachel
Date: June 2022
Skills: Web Design
Visit: https://fairmaven.com/
Number of Pages
Initial Turnaround Days
Conceptualize
I was excited about creating the website for Fair Maven. Working in an industry I hadn’t explored before, with a target demographic that was new to me, presented a unique challenge. I needed to “loosen up” and design something more fluid and creative while maintaining functionality.
Rachel’s business, officially named Fair Maven | Derma • Lash • Pro, provided a clear direction for the site’s organization. The focus on skincare products (Derma) would be the foundation of the design. Given that her primary target demographic is women, the site needed to be modern, feminine, elegant, and informational.
The challenge lay in balancing these elements to create a visually appealing yet functional site. The layout was strategically planned to highlight her skincare products prominently while also showcasing her eyelash extension services. This approach not only aligned with her business goals but also ensured that visitors could easily navigate the site and find the information they needed.
Create
To kick off the project and buy some time to perfect the design, I built a temporary placeholder page. This allowed customers to still learn about Fair Maven and book appointments. Then, I dove into gathering branding information from the resources provided, including colours, fonts, and the overall vibe Rachel envisioned.
- Design Aesthetics & Enhanced User Flow: I crafted a general aesthetic for Rachel to review by building a page for her Eyelash Extensions service. After a few coffee meetings, we nailed down a look that matched her personality while ensuring the site was optimized for generating traffic and ranking well in search engines.
- Importance of Content for SEO and Credibility: Rachel preferred a clean and concise website, but after discussing the importance of content for establishing expertise and improving SEO, we expanded the content on key pages like Eyelash Extensions and Eyelash Training. We also added testimonials from Google, Facebook, and text messages to enhance credibility.
- Dynamic Design Elements: I integrated CTA (call-to-action) buttons to guide visitors to various sections. The imagery was converted to high-contrast black and white for a modern, elegant feel, with soft pink accents to add a feminine touch.
To stay within budget, I opted out of a separate “Contact Us” page and created a custom footer with a contact form and all relevant information. The footer was complemented by a custom header with links to email, phone, and social media channels. This approach ensured a cohesive, stylish, and functional design that truly represents Fair Maven.
Communicate
The final design for Fair Maven is one of my proudest achievements. The site has a sleek and playful vibe, presenting information clearly and concisely with an SEO-friendly text hierarchy. Bold, modern colours with soft accents, along with animations and hover elements, reflect Rachel’s professional yet fun personality.
The design is contemporary, mobile-friendly, and optimized for search engine rankings. We integrated Google Analytics and Search Console into a Fair Maven-owned Google account, ensuring Rachel had full control over their data. I’m thrilled with the site’s functionality and design!