"Design is as soothing and energizing, conveying the experience with expert precision. The orange glow color scheme depicts the brand message perfectly.”
- Andrea Owsinek-Brucker DesignRush Awards Juro
The Salt Room had the in-person experience of a premium wellness brand, but its digital presence was not supporting that level of quality or growth.
Its website was nearly 10 years old, outdated in design, difficult to navigate, and not built to convert. Important offerings were not clearly structured. The three locations did not have dedicated landing pages. The brand lacked five dedicated service pages, four standalone program pages, a pricing menu page, a classes booking page, and dedicated specials and promotions pages. There was also no blog foundation for long-term SEO growth, and the brand’s off-site presence across business listings was not fully optimized.
At the same time, Google Ads traffic was being sent into a weak conversion environment, creating wasted spend and missed revenue opportunities. At its flagship location, the business was losing money.
Lagraphia stepped in to reposition The Salt Room’s wellness brand, redesign its website, refine its visual identity, improve local SEO, strengthen off-site visibility, expand its site architecture, and create a clearer path from discovery to booking.
Within one year, the flagship location saw 150% revenue growth, while the business achieved 47% overall revenue growth within the first year.
Results at a Glance
Lagraphia helped turn The Salt Room's digital presence into a better reflection of its premium in-person brand and a stronger engine for bookings, visibility, and revenue growth.
Revenue growth at the flagship location
Within one year, the flagship location moved from losing money to significantly stronger revenue performance.
Overall revenue growth
The business achieved 47% overall revenue growth within the first year of the repositioning and digital rebuild.
Location landing pages
Dedicated location pages improved local visibility, navigation, and the path to the right booking experience.
5 dedicated service pages
Core offerings became easier to understand, compare, discover, and convert on.
4 standalone program pages
Newer offerings gained their own visibility within the site architecture instead of being buried.
Stronger digital foundation
Pricing, booking, promotions, local SEO, off-site listings, and user flow were all improved across the digital experience.
The Challenge
The Salt Room had already built a strong brand in person, but its digital foundation was not helping the business grow.
The old website no longer reflected the quality, calm, or professionalism of the brand. Users did not have a clear path to explore services, compare offerings, review pricing, choose the right location, or move confidently toward booking. Important offerings were either buried or not fully developed into dedicated pages. The site structure did not support local SEO as strongly as it could, and there was no blog in place to support ongoing content development and long-term search visibility.
Complicated third-party integrations also created friction in the user journey instead of making booking seamless. As a result, The Salt Room was underperforming in conversion rate optimization, losing money on Google Ads, and failing to fully capitalize on the strength of its brand and services online.
Its off-site presence also needed work. Business listings and industry directory placements were not fully optimized, limiting citation consistency, local authority, and discoverability beyond the website itself.
Lagraphia’s Approach
Lagraphia did not treat this as a simple visual refresh. We approached it as a full digital growth transformation.
We began by refining The Salt Room’s visual identity so it better reflected its premium wellness positioning. The updated direction was designed to feel both soothing and energizing, creating a stronger connection between the brand’s digital presence and its in-person experience.
From there, we redesigned and rebuilt the website to improve both aesthetics and performance. The new site introduced a cleaner visual hierarchy, clearer calls to action, and a more intuitive user journey from homepage to booking.
To strengthen local SEO and improve navigation, we created dedicated landing pages for all three locations. We also built five dedicated service pages so users could more easily understand The Salt Room’s core offerings, benefits, and options. In addition, we created four standalone program pages to give newer offerings their own visibility within the site architecture.
We added a dedicated pricing menu page so users could review available services and pricing in a more organized format. We also created a classes booking page to make class discovery and sign-up easier, along with specials and promotions pages to support seasonal offers, campaign visibility, and paid traffic alignment.
To support long-term content growth, Lagraphia built a blog structure for ongoing SEO and educational content. We also added FAQ content and improved page structure to make it clearer to both users and search systems what The Salt Room offers, who it serves, and how to take the next step.
Finally, we optimized Google Ads and aligned campaigns with more relevant landing pages, while also improving off-site presence through listings optimization across key business and industry directories. That helped strengthen citation consistency, local authority, and broader discoverability across the web.