The Challenge

Charlie Croker MUA is a high-end makeup artist based in Norwich, England, specialising in cruelty-free makeup for weddings, special events, and her 1-to-1 makeup lessons. With 14+ years in the beauty industry and a client list including A-list celebrities and models from across the UK, Charlie needed a website that would reflect her exceptional talent and unique positioning within the market.

Her mission revolves around empowering women through makeup, helping them discover new confidence by accentuating their natural features rather than masking them. When Charlie approached Modal®, the conversation began with a blank canvas—we knew how most beauty and makeup artistry websites looked, but we wanted to create something truly distinctive that would set Charlie apart in her competitive industry.

Our Approach

Charlie's approach to makeup is clean, simplistic, and detail-oriented, which is exactly how we wanted her website to end up. We recognised early on that the site needed to be person-centered, focusing primarily on Charlie herself as the unique selling point of the business.

We conducted multiple discovery sessions and competitor analysis workshops to understand what others were doing a good job of and also a not so good job of within her industry so far. Fortunately, Charlie had an extensive library of professional photography showing her in action, which provided high-quality visual assets to elevate the website's impact.

After scoping out the final brief, we developed three contrasting homepage designs to present different creative directions. This collaborative approach ensured Charlie had meaningful input into how her brand would be represented online. Once she selected her preferred design direction, we proceeded with developing the full site using the chosen aesthetic - a minimalist yet professional and personalised vibe that would really help reflect Charlie's personality as a MUA.

Implementation

The development process spanned over several months as we carefully crafted each element of the site to align perfectly with Charlie's vision. We focused on creating:

• A compelling about page that clearly communicated Charlie's expertise and what made her so exceptional in her field
• Service packages with transparent pricing presented in an easily digestible format
• Dedicated sections showcasing her makeup lesson offerings
• Comprehensive FAQ sections addressing common client questions
• Simplified contact form functionality to make booking inquiries as easy and intuitive as humanly possible

The Results

The website was finally launched after 4 months hard work. Charlie received overwhelming positive feedback from peers in her industry across various platforms including private makeup artistry groups on Facebook, Instagram, and TikTok. Many fellow professionals mentioned how impressed they were with the new site stating how accruatley it conveyed her brand messaging and personality.

More importantly, the new site dramatically improved Charlie's business metrics. The improved User Experience led to visitors spending significantly more time exploring her services. The reduced page loading speeds created fasting loading times, which was particularly important for busy brides researching multiple different options. Most critically, the site drove a substantial increase in organic inquiries, directly contributing to her business growth over the next coming years.

Summary

Working with Charlie was a delight for our team at Modal®. Her professionalism, enthusiasm and integrity made the collaborative process as easy and pain-free as building websites can possibly be!

The project exemplifies our belief that the most effective websites reflect the unique personality and values of the individuals behind the business. By focusing on what makes Charlie special - her talent, her commitment to cruelty-free make-up and her genuine passion for empowering people, we created a digital presence that suited her brand down to a tee.

The enthusiastic response from both Charlie and her industry peers validated our approach to creating personality-driven websites.