How we turned 20 years of professional experience into a haircare eCommerce
Not just an online store for hair products
There are thousands of products in the haircare sector.
Shampoos, masks, treatments, serums and styling products are presented through promises, formulas and advertising campaigns that are often difficult to interpret for those who do not work professionally with hair.
The problem is not finding a product.
The problem is figuring out which product to choose.
Doctor Hair Lab Pro was created to meet this need through a model different from the classic generalist eCommerce.
The project starts from the experience of Gaetano Ramno, a professional hairdresser active in Bergamo with over twenty years of experience in the sector. A knowledge built every day by working on real hair, observing different needs and directly evaluating the results of the treatments used.
The goal was not to create a catalog with thousands of references.
It was to create an online shop capable of selecting professional products, explaining them in an understandable way and offering the customer human support before and after the purchase.
Swiss Web Studio has transformed this vision into a complete digital project:
- visual identity;
- logo;
- design;
- structure of eCommerce;
- browsing by needs;
- WooCommerce configuration;
- SEO strategy;
- EEAT content;
- payments;
- tracing;
- newsletter;
- assistance via WhatsApp;
- personal area;
- legal pages.
The result is Doctor Hair Lab Pro, a professional eCommerce aimed at the Italian market and built around a precise principle:
Don’t sell products randomly. Helping each customer to choose with greater awareness.
A project born completely from scratch
Doctor Hair Lab Pro was not a replacement for a previous site.
The project was built from scratch, starting from the professional experience of the founder and the desire to bring online a method already applied in daily work.
The products were already known, used and offered within the professional activity. However, there was a lack of an autonomous digital space capable of:
- reach customers throughout Italy;
- correctly present the trademarks;
- explain the differences between the products;
- organize the catalog for real needs;
- offer personal assistance;
- allow online purchases;
- building a community;
- generate sales even beyond the direct face-to-face relationship.
The design therefore did not start from a template or a predefined catalog.
She started with a question:
How can we transfer the value of career advice online?
This question has guided every subsequent choice.
The challenge: reducing confusion when buying haircare products
Those who buy hair products online are often faced with categories that are too generic, similar descriptions and statements that are difficult to evaluate.
Dry, damaged, colored, fine, frizzy, or treated hair does not necessarily require the same routine.
Even two people who perceive the same problem may have different needs based on:
- hair structure;
- condition of the skin;
- chemical treatments carried out;
- frequency of washing;
- thermal tools used;
- desired result;
- products already present in the routine.
A traditional eCommerce tends to show what it sells.
Doctor Hair Lab Pro had to help the client understand what they need.
This is why we have worked on three levels:
- product selection;
- organization of the catalog;
- Possibility to speak with a professional.
Human support is the main differentiator compared to large marketplaces.
At Doctor Hair Lab Pro, the customer is not left alone in front of hundreds of alternatives. You can ask for advice, describe your needs and receive guidance based on real professional experience.
A visual identity designed by Swiss Web Studio
The name Doctor Hair Lab Pro was chosen by the client.
Swiss Web Studio was responsible for the construction of the digital identity, starting from the creation of the logo and subsequently developing:
- color palette;
- fonts;
- graphic style;
- tone of voice;
- visual structure;
- images;
- page hierarchy;
- card and category system;
- eCommerce interface.
The name combines three concepts.
Doctor communicates analysis and ability to identify a solution.
Hair Lab recalls research, method and knowledge of the hair.
Pro emphasizes the professional origin of the selection.
The design had to support these meanings without turning the site into a cold or overly clinical environment.
We therefore chose a clean, professional and contemporary visual direction, maintaining a balanced relationship between authority and accessibility.
The visitor must perceive that the products are selected methodically, but also feel free to ask for help without dealing with overly technical language.
An eCommerce designed around the needs of hair
One of the most important aspects of the work was the development of the catalog architecture.
A structure based solely on product names or trademarks would have been insufficient.
The customer does not always already know the product he wants to buy. Much more often he knows his problem:
- dry hair;
- damaged hair;
- blonde hair;
- colored hair;
- skin with specific needs;
- loss of brightness;
- frizz;
- lack of volume;
- need for thermal protection;
- color retention.
For this reason, navigation has also been organized according to needs and objectives.
Areas dedicated to:
Professional paths
Routines designed to accompany the customer through several coherent steps, instead of proposing isolated products without a common logic.
The pathways include needs such as:
- fall arrest;
- damaged hair;
- dry hair;
- blonde hair;
- colored hair;
- color retention.
Professional shampoos
The categories allow you to quickly locate the shampoo based on the condition of the hair or scalp.
Treatments
Masks, repair products, leave-in treatments, nourishing solutions and products dedicated to maintenance are presented in an organized way.
Styling and protection
The facility includes products for thermal protection, frizz control, definition, volume, brightness and finish.
This architecture improves both the user experience and search engines’ understanding of the site.
A professional selection, not an endless catalogue
The initial catalog was defined together with the customer, who provided products, brands, information and technical knowledge.
The brands featured in the project include:
- Previa Natural Haircare;
- milk_shake®;
- Quintessence.
The choice was not driven by the desire to show as many products as possible.
The principle is the opposite.
Doctor Hair Lab Pro wants to offer a reasoned selection of professional references that Gaetano knows through daily experience.
This approach is also important from an EEAT point of view.
Authoritativeness does not come from affirming that a product is “the best”.
It arises from the possibility of explaining:
- because it was selected;
- for what needs it is indicated;
- how to insert it into a routine;
- what results are reasonable to expect;
- how to use it correctly;
- When to ask for advice before buying.
The shop must not replace the professional.
It must make its experience accessible online as well.
WordPress, WooCommerce, and Elementor Pro
To develop Doctor Hair Lab Pro, we have chosen an infrastructure based on:
- WordPress;
- WooCommerce;
- Elementor Pro;
- SEOPress;
- Stripe;
- Klaviyo.
WordPress allows you to manage pages, articles, editorial content and SEO structure.
WooCommerce instead handles:
- products;
- prices;
- availability;
- shopping cart;
- checkout;
- orders;
- customer accounts;
- transactional communications;
- shipping conditions;
- coupons;
- taxation.
Elementor Pro was used to create a personalized and consistent graphic experience with the brand.
The goal was not to achieve the classic look of a WooCommerce shop.
Homepages, categories, calls to action, information blocks and paths have been designed to accompany the customer, keeping the purchase simple even from smartphones.
A Swiss infrastructure for the Italian project
The site is hosted by Infomaniak, a provider with infrastructure in Switzerland.
Choosing hosting is important for several reasons:
- stability;
- security;
- technical management;
- performance;
- backup;
- growth opportunities;
- reliability of the infrastructure.
The project is currently aimed exclusively at the Italian market.
Shipping, communication, commercial conditions and the structure of eCommerce have therefore been developed considering a B2C audience in Italy.
A B2B platform for hairdressers or retailers has not been created, as professionals already have their own supply channels.
Doctor Hair Lab Pro speaks directly to the end customer.
Payments, accounts and secure purchase
The payment system was configured through Stripe.
This allows transactions to be managed within a specialized infrastructure, without storing the complete payment card data directly on the site.
WooCommerce also allows users to:
- create an account;
- consult orders;
- update your personal data;
- manage addresses;
- follow the purchase history.
We’ve worked to reduce unnecessary steps in checkout and maintain a clear structure even from mobile devices.
In an eCommerce, every superfluous element can become an obstacle to conversion.
For this reason, design and functionality must work together.
WhatsApp: the link between eCommerce and human advice
Assistance via WhatsApp is one of the central elements of the project.
It was not inserted as a simple contact icon.
It represents the direct link between the digital catalog and the experience of the professional.
The customer can write when:
- he does not understand which line to choose;
- has doubts between two products;
- he wants to build a routine;
- does not know his own hair type;
- look for a product compatible with a treatment carried out;
- would like more information before ordering.
This possibility reduces uncertainty and differentiates Doctor Hair Lab Pro from large marketplaces, where the purchase is often impersonal.
Technology must simplify human contact, not eliminate it.
Klaviyo and community building
The eCommerce was connected to Klaviyo to manage communications and user relations.
The newsletter should not only be used to send promotions.
In the Doctor Hair Lab Pro project it can become a tool to distribute:
- practical advice;
- explanations of the products;
- seasonal routines;
- content dedicated to hair care;
- selected novelties;
- in-depth analysis;
- reserved promotions;
- Post-purchase suggestions.
The community allows you to maintain the relationship with the customer even after the first order.
This is particularly important in the haircare sector, where the result often depends on the continuity and correct use of the products over time.
An SEO strategy built on real customer questions
The SEO strategy has not been limited to brand names.
We worked on the needs that lead a person to carry out a search.
Some of the semantic areas developed include:
- professional hair products;
- professional shampoo online;
- products for dry hair;
- treatments for damaged hair;
- shampoo for colored hair;
- anti-frizz products;
- anti-hair loss treatments;
- products for blonde hair;
- thermal protection;
- color retention;
- milk_shake® products;
- Previa Natural Haircare products.
The SEO structure included:
- keyword research;
- organization of categories;
- understandable URLs;
- page titles;
- meta title;
- meta description;
- introductory texts;
- internal links;
- breadcrumbs;
- XML sitemap;
- structured data;
- image optimization;
- Google Search Console;
- blog.
The goal is not to attract generic visits.
It is intercepting people who are looking for a concrete answer and accompanying them towards a professional selection.
SEO and EEAT for an industry based on trust
In the beauty industry, it’s easy to create generic content.
It is much more difficult to demonstrate real experience.
This is why Doctor Hair Lab Pro has been built with four dimensions in mind.
Experience
The project is the result of over twenty years of professional work on hair.
The selection does not derive only from reading the manufacturers’ sheets, but from practical knowledge of the behavior of the products.
Expertise
Content explains who a product is for, what problem it tackles, and how to incorporate it into a routine.
Gaetano has also followed professional training courses and courses in the haircare sector over time.
We have not included generic lists of undocumented qualifications. The EEAT strategy must be based on accurate and verifiable information.
Authoritativeness
Brands, categories, paths and editorial content are presented through a coherent selection.
The site does not attempt to cover every product available in the market.
Reliability
Contacts, assistance, personal area, protected payments, conditions of sale, shipping, returns, privacy and company information make the relationship with the customer transparent.
The EEAT is not a text to be added to the bottom of a page.
It is the result of the entire project.
SEOPress, Search Console, and Measurement of Results
SEOPress has been configured to handle the fundamental elements of technical optimization:
- meta title;
- meta description;
- XML sitemap;
- indexing;
- structured data;
- social preview;
- breadcrumbs;
- Knowledge Graph settings.
Google Search Console allows you to track:
- indexed pages;
- queries;
- clicks;
- impressions;
- errors;
- sitemap status;
- organic growth.
Google Analytics 4 and Meta Pixel have been integrated to measure behavior, interactions and campaigns, respecting the preferences expressed through the cookie banner.
Being a new project, no numerical results are declared without sufficient history.
The site was built to produce data that can be measured over time.
Cookies, security and protection of forms
The consensus system is managed through SEOPress.
Analytics and marketing tools must be configured in a way that is consistent with the choices expressed by the user.
Google reCAPTCHA protects forms from automated submissions and spam.
The site also includes the main information pages necessary for an eCommerce:
- Privacy Policy;
- Cookie Policy;
- Terms of sale;
- shipping and returns;
- Impressum;
- payment information;
- contacts.
Compliance should not be considered a final addition.
It’s part of the confidence you need to buy online.
An experience also designed for smartphones
Many users discover beauty products through social media, search engines and content viewed from smartphones.
For this reason, the mobile version was considered from the early stages.
We have optimized:
- menu;
- product research;
- filters;
- images;
- texts;
- buttons;
- shopping cart;
- checkout;
- forms;
- access to WhatsApp;
- Personal Area.
A site can be graphically effective on desktop and lose sales if the mobile experience is slow or confusing.
Responsive design is not a final adaptation.
It is part of the commercial project.
The blog as a consulting and acquisition tool
The Doctor Hair Lab Pro blog is designed to turn customer questions into useful content.
Articles can address topics such as:
- how to recognize dry or dehydrated hair;
- difference between damaged and frizzy hair;
- how to choose a professional shampoo;
- how to maintain the color;
- how to protect hair from heat;
- how to build a routine;
- frequent errors in the use of the products;
- differences between mask, conditioner and leave-in.
Each item can naturally link to:
- categories;
- products;
- routes;
- consultancy;
- newsletter.
This allows you to generate information traffic without turning your blog into a collection of advertising articles.
First comes the answer.
Then comes the right product.
The customer’s direct contribution
The collaboration with Gaetano was essential to keep the project credible.
The customer provided:
- knowledge of the products;
- selection of brands;
- technical information;
- experience gained with customers;
- indications on the most frequent needs;
- feedback on pages;
- validation of the commercial structure.
Swiss Web Studio has transformed this professional heritage into:
- visual identity;
- logo;
- digital architecture;
- eCommerce;
- contents;
- navigation;
- SEO strategy;
- conversion tools.
An agency can learn about WordPress, WooCommerce, and marketing.
But the content must come from the comparison with those who really know the sector.
This is where the project gains value.
The result: professional competence made accessible online
Doctor Hair Lab Pro now has a complete digital base to sell professional products throughout Italy.
The project combines:
- human competence;
- professional selection;
- WooCommerce;
- consultancy;
- educational content;
- design;
- SEO;
- e-mail marketing;
- secure payments;
- assistance;
- community.
The difference is not only in the products in the shop.
It lies in how they are selected, explained, and linked to the client’s needs.
This is the central point of the entire work:
A good eCommerce shows products. A truly useful eCommerce helps you choose.
Frequently asked questions about the Doctor Hair Lab Pro project
Who made Doctor Hair Lab Pro?
The website, logo, design, WooCommerce structure and SEO strategy were created by Swiss Web Studio in collaboration with Gaetano Ramno.
Who selects the products?
The selection is made by Gaetano, a professional hairdresser in Bergamo with over twenty years of experience in the sector.
Does Doctor Hair Lab Pro also sell to hairdressers?
The project is currently mainly aimed at private customers in Italy. It was not developed as a B2B supply portal for salons.
What technology was the site created with?
The site uses WordPress, WooCommerce, and Elementor Pro. Payments are handled through Stripe, while Klaviyo supports newsletters and community communications.
Why were career paths created?
The paths help the customer to follow a consistent routine according to the needs of the hair, avoiding the random purchase of products that are not connected to each other.
Is it possible to seek advice before buying?
Yes. The site integrates direct contact via WhatsApp to allow users to receive professional guidance.
Does the site sell throughout Europe?
At the current stage, Doctor Hair Lab Pro sells and ships exclusively in Italy.
Did Swiss Web Studio also follow SEO?
Yes. The project includes category structure, keyword research, EEAT content, meta tags, sitemaps, structured data, Search Console, and image optimization.
Do you want to turn your experience into a digital project?
Doctor Hair Lab Pro proves that effective eCommerce is not born simply by installing WooCommerce and uploading a catalog.
It is necessary to understand:
- those who buy;
- what doubts it faces;
- how he searches for information;
- what support he expects;
- how to present the competence;
- how to accompany him towards the choice.
Swiss Web Studio develops professional eCommerce, WordPress sites and SEO strategies built around the real value of companies and professionals.
From identity definition to publication, we transform skills, products and processes into digital tools designed to grow.
Discover Doctor Hair Lab Pro and see how professional experience, human advice and technology can coexist in a single eCommerce.