Kapsalon Knip en Knap

The challenge

Most salon sites bury booking behind a menu item, a price list and a gallery. Meanwhile the visitor already knows they want a haircut. They are only there to find out when they can have one.

The other half of the problem is tone. A local salon competing on twenty years of experience should not look like a template, but it also cannot afford to look expensive.

The approach

Booking goes in the hero, not below it. A four-field bar (date, time slot, treatment, stylist) sits directly under the headline, so the visitor makes the four decisions that matter in the first screen and 'Afspraak maken' is the only thing left to press.

Beside that button is the phone number, at the same size and in the same yellow. A salon's customers are not all going to use a form, and pretending otherwise costs appointments.

The look is one decision repeated: black-and-white photography, a single saturated yellow, and nothing else. It reads as a hair salon (motion, texture, hair as the subject) without a stock photo of a smiling stylist, and three short proof lines under the headline carry the twenty years, walk-ins and treatments for everyone.

The outcome

A homepage where the conversion is the content. Everything else on the site (prices, treatments, news, contact) sits behind the nav for the people who want it, and out of the way of the people who don't.