De Roxy Peluquería

Context

A salon in Milladoiro specialising in Latin technique: extensions, keratin straightening, Brazilian blowouts and colour, using product imported from the Dominican Republic and Brazil. They work every texture, from tight curl to straight.

One constraint shaped the whole design: appointments are not booked online. Every service depends on the condition of the hair, so advice comes first and the date second. A site with a “book now” button would have promised something the salon can’t deliver.

Approach

• One conversion, and it’s a conversation. The whole site leads to WhatsApp, with the salon’s landline as the alternative. The copy says it plainly: tell us what your hair needs and we’ll tell you what to do, no obligation.
• The gallery is the proof. A hand-written before/after comparison block showing real client work: afro to straight, sewn-in extensions, colour. In this trade the result photo beats any service description.
• Services grouped by what the hair needs, not by price list: extensions, treatments, colour and cutting. Someone who doesn’t know what to ask for finds their case before they find a rate.
• A bespoke block theme on theme.json, no page builder: templates, patterns and four custom blocks.
• An editorial salon direction: cream canvas, flat surfaces, a 1px rule instead of a shadow, and an orchid magenta — pulled from the logo itself — reserved for action.
• Motion in CSS and hand-written JavaScript, no animation libraries. Scroll reveals with prefers-reduced-motion honoured.

What I built

• A hand-written WordPress block theme: FSE templates, patterns and custom blocks
• A keyboard-accessible before/after comparison block
• Floating WhatsApp block and cookie notice, both bespoke
• Palette extracted from the logo by pixel analysis, with AA contrast verified
• Self-hosted woff2 typefaces
• Content architecture: services, gallery, about, FAQ
• Local technical SEO and published legal pages

Outcome

Live since September 2026. The right call was not building online booking. It’s the feature everyone asks for in this sector and the one that would have broken the service here: the salon’s value is telling you what your hair needs before it books you a slot that may have been the wrong one.

A note on this work

Built at Xpandex, where I run the full cycle: design, development, performance, accessibility, technical SEO and deployment.