From California to New Jersey: A Mini Site for Lori Falcone
Like many independent designers, the majority of my work comes through word-of-mouth. Referrals, repeat clients, and community connections have always been the heartbeat of my business.
So you can imagine my surprise when I received a call from New Jersey.
As a California-based designer, most of my projects originate locally or through West Coast networks. Over the years, I’ve worked with clients in New York City, upstate New York, and Connecticut — but this was my first client in New Jersey. It was an exciting reminder that strong work and genuine referrals really do travel.
Lori discovered my website the way many trusted recommendations happen today: through her local Facebook Mom’s group. That kind of organic referral carries weight. It’s built on trust, and it speaks volumes.
The Need: A Simple Online Presence
Lori has built her career the traditional way — through relationships, reputation, and in-person connection. She values the personal touch and has long relied on word-of-mouth to grow her business.
However, after moving into a new salon space, it became clear that she needed a professional online presence to support this next chapter.
She wasn’t looking for a large, multi-page website with layers of complexity.
She needed something clean.
Something polished.
Something easy to maintain.
An online calling card.
The Solution: A Mini Site
This project became one of my first official “mini site” builds — a service I’m especially excited about.
A mini site is a streamlined, single-page scrolling website designed for professionals who don’t need a full-scale website but still want to show up confidently online. It provides:
A professional digital presence
Clear service information
Strong visual impact
Simple navigation
Minimal ongoing maintenance
It’s ideal for established professionals who rely on referrals but need a place to send new clients.
Design Direction & Inspiration
For the visual direction, we leaned into sleek black and gray branding — tones often associated with high-end haircare lines.
The inspiration was minimal, elevated product branding:
Clean typography
Strong contrast
Generous white space
A refined, modern feel
One of the highlights of this project was the beautiful photography Lori provided of her clients’ finished hair. Rather than overwhelming the design with too many elements, we allowed the imagery to lead.
The layout is structured and intentional, guiding visitors naturally through her services and into contact — without distraction.
The result is sophisticated without feeling complicated.
A Personal Detail I Loved
One detail I especially enjoyed learning? Lori is also a part-time dog groomer.
I always love discovering those human layers behind a business. They add warmth and authenticity to a brand story.
Why This Project Matters
This mini site represents something meaningful for my own business as well:
My client base continues to expand geographically
Streamlined, strategic websites are in demand
Word-of-mouth marketing still drives powerful connections
Not every professional needs a large, complex website. Sometimes clarity and confidence are more impactful than scale.
Lori’s mini site does exactly what it needs to do:
It establishes presence, builds credibility, and supports her next chapter — simply and beautifully.
