Turning Clicks into Classrooms for Institute of Beauty Careers

Introduction

Institute of Beauty Careers (IBC) is a vocational school in Puerto Rico offering programs like cosmetology, barbering, and other beauty-related courses. They approached The Web Pilot seeking to improve their online visibility, modernize their website, and generate more leads from their digital presence.

Challenges

• Outdated Website: The existing site was not mobile-friendly, visually appealing, or user-focused.
• Poor SEO: The school had low search engine visibility and wasn't ranking for important keywords.
• Limited Lead Generation: Website traffic was low, and inquiries from potential students were minimal.
• Missing Lead Capture: The site lacked proper forms and calls to action for lead collection.
• Slow Performance: Long load times were driving users away and affecting engagement.

Solutions

The Web Pilot led a full digital transformation to address IBC’s challenges and position them for growth:

• Designed and developed a fully responsive WordPress website tailored to student needs.
• Integrated optimized lead capture forms to convert visitors into inquiries.
• Executed an SEO strategy to boost visibility and rank for keywords like “escuela de belleza.”
• Launched Facebook and Google Ads campaigns promoting the school and specific programs.
• Used retargeting, lookalike audiences, and lead generation ads to increase effectiveness.
• Produced engaging visual content—photos and videos—to boost ad performance.
• Refined geo-targeting using radius and demographic testing to reach the right local audiences.

Project Results

The transformation delivered an immediate and lasting impact. With the new website, Institute of Beauty Careers began ranking in the top 3 Google results for key terms like “escuela de belleza,” significantly boosting their organic visibility. Daily lead generation increased by over 150% after the website launch, and once digital ad campaigns were introduced, that number grew by more than 250%. Most importantly, our work didn’t just bring clicks—it brought students. IBC has remained a long-term client, continuing to work with The Web Pilot since 2012.

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