I love helping service-based businesses transform their websites into tools that drive both customer engagement and internal efficiency. One of our favorite examples is our work with Malibu Tanning, a leading tanning and skin rejuvenation brand with six locations across St. Joseph and Elkhart Counties, Indiana.
They weren’t just looking for a prettier site—they needed a multi-purpose digital hub to both attract customers and strengthen internal operations.
Malibu Tanning Had Two Major Challenges
- Customer Experience Gaps
- Their previous site made it difficult for visitors to easily explore services, find promotions, or join their popular VIP membership.
- Operational Challenges
- Some of their six locations were frequently understaffed at peak hours, creating stress for their team and gaps in customer service. They needed a way to attract, filter, and process job applicants more efficiently.
The Solution: A Dual-Focus Digital Experience
I built Malibu Tanning’s new site to shine on two fronts: customer engagement and employee recruitment.
1. Elevating the Customer Journey
- VIP Membership Highlight: A bold homepage feature—“Tan Unlimited for $19.99/month”—that immediately communicates value and encourages sign-ups.
- Organized Services: Dedicated sections for UV tanning, Airbrush tanning, Red Light Therapy, Hydration Station, and Cocktail Tanning, complete with benefits and pricing.
- Promotions & Text Club: Weekly specials and SMS club sign-ups for ongoing customer engagement.
- Multi-Location Navigation: A streamlined interface to view and book across six locations.
2. Streamlining Hiring & Staffing
To tackle staffing shortages, we created a dedicated Employment Portal:
- Prospective employees can browse open roles, complete an online application, and get answers to common employment questions directly through the site.
- Submitted applications are automatically routed to HR staff, eliminating manual intake and ensuring managers at each location quickly receive candidate information.
- This automation helps Malibu Tanning attract talent more consistently, easing staffing shortages and reducing the burden on management.
The Results: A Website That Works Inside and Out
The new site didn’t just attract more clients—it also helped Malibu Tanning build stronger teams to serve them.
| Enhancement | Outcome |
| VIP Membership Promotion | Increased visibility and growth in recurring memberships. |
| Clear Services Layout | Customers quickly find the right service and pricing. |
| Weekly Specials + Text Club | Repeat visits and stronger loyalty driven by promotions. |
| Staffing Portal | Streamlined recruitment pipeline reduced understaffing issues and HR workload. |
| Multi-Location Navigation | Improved user experience for customers across six locations. |
Final Thoughts
Malibu Tanning’s case shows how a website can go beyond marketing to solve real operational challenges. By combining a customer-first experience with an employee recruitment tool, we delivered a platform that helps their business thrive from every angle.
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Are you ready for a website that not only grows your customer base but also solves behind-the-scenes business challenges? Let’s build a solution tailored to your needs.