Gracielle Cardoso

Context

This project provided a practical environment to test how positioning, local search, paid acquisition and lead-capture choices interact in a real service business. The subject was an aesthetics professional operating in Lisbon and Almada. The work covered a new website, custom domain migration, local SEO foundation, Google Ads campaigns, conversion tracking, and a lead capture system across form, WhatsApp and phone.

The challenge

Three operating constraints shaped the work:

1. Local + high-intent audience. The buyer searches for specific services in a specific area. Generic SEO would miss them.

2. Service category requires responsible claims. Aesthetic services have a delicate balance between conversion copy and responsible messaging.

3. Multi-channel lead capture. The reality of a service practice in Portugal: leads come from form, WhatsApp and direct phone — often interchangeably.

The approach

Service positioning built around three pillars: wellness and recovery, body contouring, and aesthetic correction. The website was built mobile-first because the local search audience converts predominantly on mobile.

LocalBusiness schema was implemented with explicit addressLocality for Lisbon and Almada, geo coordinates, opening hours, services offered, and area served. Search campaigns targeted high-intent service-specific queries within a geographic radius.

Lead capture was set up across three vectors: web form, WhatsApp direct link, and phone click-to-call — all feeding a single lead database.

What I learned

Structural fundamentals for local search — LocalBusiness schema, service-specific pages, and disciplined use of Google Search Console — can move visibility meaningfully for service businesses that previously had no digital presence.

Multi-channel lead capture matters in service categories. In this context, visitors who preferred WhatsApp or phone would not have converted through a form-only setup. Offering the channel the user prefers increased the surface area for conversion.

This experiment reinforced how I think about local acquisition, channel selection and the practical gap between 'having a website' and 'having a working acquisition system'.