J’Wiafe Hair Services: Sleek New Website + Streamlined Bridal Inquiry System.
At JoiB Consulting, we build websites and systems that match the way a business actually runs. For bridal stylists and beauty professionals, that means creating a clear path from discovery, to inquiry, to confirmed booking, without adding more work to an already full schedule.
This case study highlights our work with Jennifer Wiafe, owner and CEO of J Wiafe Hair Services, a luxury bridal and event hairstyling brand based in the DMV and serving brides worldwide. Together, we refreshed her website and aligned it with a simple, effective back end process so her online presence could support the excellence she already delivers in person.
The client and the challenge
Jennifer’s work speaks for itself. Brides were finding her through referrals and social media, and her calendar was consistently full. But behind the scenes, a few issues were slowing things down.
Pain point one: A website that did not match the brand
Jennifer already had a website, but it was not doing the heavy lifting for her business.
Visitors could see her work, but they did not have a clear, guided path to understand services, view important details, and submit an inquiry with confidence. The visual design and layout also did not fully reflect the elevated, luxury experience she provides.
Pain point two: Scattered inquiries and manual follow up
Inquiries were coming from many places, including email, social media messages, and a basic website form. There was no single place to track leads, keep notes, or see where each potential bride was in the process.
This meant more time spent digging through messages, more mental load, and greater risk that a warm lead would slip through the cracks.
Pain point three: A powerful story that was not being leveraged
Jennifer’s journey, training, and heart for serving brides are a key part of her brand. Her existing About page listed information, but it did not tell the story in a way that built trust, especially with brides who were discovering her for the first time online.
She did not just need a prettier home page, she needed a strategic website and systems refresh that connected her story, services, and booking process from start to finish.
Our strategy and approach
Before updating any design or copy, we started with the way the business runs in real life.
Step one: Map the journey from first click to confirmed booking
We walked through questions such as
How do brides currently find you
What information do you need to know before deciding if a bride is a good fit
What steps are currently manual, repetitive, or easy to forget
What would an ideal, streamlined booking process look like
This allowed us to design a website flow and CRM setup that supported her natural process, instead of forcing her into a new one.
Step two: Redesign the home page to guide, not just impress
The new home page was designed to be both beautiful and clear. We
Opened with a strong, simple statement that names who Jennifer serves, where she is based, and what she specializes in bridal and event hairstyling for brides in the DMV and beyond
Organized her offerings into easy to understand sections, so brides can quickly see bridal services, event styling, and add ons
Paired high quality imagery that reflects her elevated bridal experience with copy that clearly communicates value
Added clear calls to action throughout the page, inviting visitors to view bridal services, explore the portfolio, and submit an inquiry
Instead of visitors scrolling without direction, the home page now leads them step by step toward the next right action.
Step three: Elevate the About page into a brand story
We rewrote and restructured the About page to do more than list credentials. The new page
Shares how Jennifer started in the hair industry and why she is passionate about bridal styling
Connects her experience, training, and values to the way she serves each bride
Speaks to the emotional side of the wedding day, including trust, presence, and peace of mind
This shift helps brides feel like they are getting to know the person behind the portfolio, which is essential when they are choosing someone to be present on one of the most important days of their lives.
Step four: Integrate a CRM so every inquiry lands in one place
To address the scattered inquiry process, we integrated a third party Customer Relationship Management system with the website. Together, we
Connected the website inquiry form directly to the CRM, so every new lead is captured automatically
Created an inquiry form that gathers key details in one step, including wedding date, location, desired services, and budget
Set up simple stages that show where each lead is in the process, from new inquiry to discovery call to booked
Enabled automatic confirmations, so brides receive an immediate response when they submit a form
Now, instead of juggling messages across platforms, Jennifer can open one system and see every active lead, every conversation, and every follow up step at a glance.
Step five: Add social proof through a dedicated testimonial page
To strengthen trust even further, we created a testimonial page that features reviews and kind words from past brides. This page
Reinforces the consistent quality of her work
Highlights the experience of working with her, not only the final hairstyle
Gives new visitors confidence as they consider submitting an inquiry
Combined with her visuals and story, this social proof positions J Wiafe Hair Services as a trusted bridal partner, not just another stylist in the search results.
Results and early impact
With the website refresh and CRM integration in place, Jennifer now has
A home page that clearly communicates who she serves and how she can help
A story centered About page that builds connection and trust before the first conversation
A central, organized place to manage inquiries and leads
A smoother path from discovery to inquiry to booking, which supports both her clients and her schedule
Most importantly, her digital presence now matches the excellence and care she already brings to every bride she serves.
Is this the support your beauty or bridal business needs
If you are a bridal hairstylist, beauty professional, or creative service provider and any of this feels familiar, you are not alone. Many service based businesses outgrow their first website and systems long before they have time to fix them.
At JoiB Consulting, our work sits at the intersection of
Strategic website design
Thoughtful operations and systems
Client experience that feels clear and personal
We help you align your website with your real life process, integrate tools that actually save you time, and create an online experience that leads more of the right clients to work with you.
Ready for your own website and systems refresh? Book a Website and Systems Consultation with and let us map out what a streamlined, conversion ready online experience could look like for your business.