I led the evolution of Ideal Image’s multi-location digital strategy to better support a national brand operating across 170 clinics, each with its own local market dynamics. While the brand was unified, performance varied significantly by location, and rising costs for highly competitive search terms like “laser hair removal” made traditional, broad advertising strategies increasingly inefficient. It became clear that a more precise, locally informed approach was needed to consistently fill appointment capacity across markets.

Implementing a precision-driven, multi-location SEO strategy designed to compete at the neighborhood level while maintaining brand consistency at scale. This included deeply optimizing service pages for individual locations using local market data, competitive insights, and performance signals. In markets such as Detroit, I developed distinct content strategies for each clinic based on what was working locally, allowing the brand to adapt to specific competitive conditions without fragmenting the overall experience.

Over a nine-month period, this strategy resulted in the creation of more than 500 optimized local pages across 170 locations. In parallel, I led efforts to enhance Google Business Profiles and expand visibility through relevant local directories. The impact was measurable and immediate: Ideal Image achieved a 30% increase in leads from local search in under a year, establishing a scalable foundation for continued growth and connecting thousands of new clients with services that help them look and feel their best.