The Charles Penzone Salons
Owners: Debra and Charles Penzone
While the salon’s True Beauty Blog has long been popular with guests, in 2017 Debra Penzone utilized it for a more specific purpose—to take guests on an exciting journey as the salon reinvents its brand with its new salon expected to open in Dublin, Ohio, in 2018. Authored twice a month by Penzone herself, the blog informs readers on the progress of the new location, as well as the new service experiences planned for clients.
“We now have the ability to track actual conversion within the blog via Google Analytics. We’re able to decipher if during a session when a blog was read, the guest either schedules an appointment or purchases a gift card,” Penzone says. “Our content strategy for our overall blog has paid off, with a 25% increase in page views, a 70% increase in unique page views, and a 15% increase in average time on the page.”