Hair Restoration
Marketing Strategy
My complete portfolio from the Digital Marketing Bootcamp. Over 11 days I built a full marketing strategy for Brighton Bio Labs from scratch — researching the market, creating content, running campaigns across every channel, and setting up analytics to measure it all.
Building a Marketing Strategy
I researched the market, defined my value proposition, analysed competitors, and audited my social media presence to build a strategy grounded in real data. This module covers my SWOT, buyer personas, competitor analysis, content plan, and the NAYNA Head Spa case study.
DAYS 1-2 | MODULE 1
SWOT Analysis & Value Proposition
On Days 1 and 2 of the bootcamp, a SWOT analysis and Value Proposition Canvas were completed for Brighton Bio Labs. The SWOT framework identifies internal strengths and weaknesses alongside external opportunities and threats, providing the strategic foundation for all subsequent marketing decisions.
- •Unique Pneumatic Signal Booster™ protocol (exosome + PRP + ACRS)
- •Diagnostic-first, blood-test-led approach
- •100% robotic precision delivery
- •Plant-based, no-needle, no-downtime positioning
- •Transparent pricing with GoCardless payment plans
- •No SSL certificate on brighton-biolabs.co.uk
- •Low organic search visibility
- •Limited social proof / testimonials visible
- •No before-and-after photo gallery
- •Small mailing list at launch
- •Growing demand for non-surgical hair restoration
- •Low PPC competition on exosome keywords
- •NAYNA Head Spa partnership for referrals
- •IV vitamin drip service as additional revenue
- •Local Brighton/Hove market with no direct exosome competitor
- •National chains with larger PPC budgets
- •Regulatory changes around stem cell marketing claims
- •Patient hesitancy around new/unproven treatments
- •Price sensitivity in cost-of-living environment
- •Competitor adoption of exosome treatments
7Ps Marketing Mix
Pneumatic Signal Booster™ — a multi-signal, diagnostic-led hair restoration protocol combining exosomes, PRP, and ACRS delivered with 100% robotic precision. Unique in the UK market.
Consultation from £150, fully redeemable against treatment. Treatment pricing on consultation. Premium positioning justified by diagnostic depth and proprietary delivery system.
Hove HQ, 125 Church Road, Brighton BN3 2AN. In-person clinical setting. Online booking via brightonhairrestore.com. Future: satellite clinics and virtual consultations.
Google Ads (Search), Instagram (organic + paid), email automation (Mailchimp), SEO (blog content), NAYNA Head Spa referral partnership, and the Hair Growth Law Guide (lead magnet for email list building).
Clinical Director Rabea, supported by specialist team. Diagnostic-led approach means every client interaction is evidence-based, not sales-led.
Diagnostic-Led Protocol: Blood Test (7-marker clinical panel) → Scalp Assessment (Follicle Potential Report) → Bespoke Treatment Plan → Pneumatic Signal Booster™ delivery → Follow-up review. This process differentiates Brighton Bio Labs from standard salons and single-treatment clinics.
Hove HQ clinical environment, Follicle Potential Report (tangible diagnostic output), before-and-after photography, client testimonials, and the Hair Growth Law Guide (gated lead magnet: download in exchange for email address).
Customer Personas
Amir, 38
Told by his GP that his blood results are 'Normal' but his hair is still visibly thinning. Has tried minoxidil with no result. Frustrated that no one has investigated the root cause.
Wants a clinical explanation, not another product recommendation. Will invest in a proper diagnosis if the process feels credible.
Google Search, Facebook, Instagram
María, 44
Post-menopausal hair thinning. Has been told it is 'just hormones' by her GP. Feels dismissed. Wants to understand whether her ferritin, thyroid, or androgen levels are contributing to the loss.
Wants to feel heard and understood. Responds to educational, authoritative content. Would share a positive experience with her network.
Instagram, email referral
Core Narrative: The Soil and Fertiliser Analogy
The Sourdough Strategy: Hair follicles are like seeds in soil. You can water a seed as many times as you like, but if the soil is depleted of nutrients, the seed will not grow. Most hair loss treatments focus on the seed (the follicle) while ignoring the soil (the internal environment: ferritin, thyroid, androgens, vitamin D).
Brighton Bio Labs' approach is to audit the soil first. The 7-marker blood panel identifies exactly which nutrients are depleted or out of optimal range, then the Pneumatic Signal Booster™ delivers the right growth signals directly to the follicle bulb with robotic precision.
This analogy is the core narrative and value proposition. It explains complex biology to a lay audience in a way no competitor currently uses, and it positions the diagnostic-first process as the essential differentiator.
Value Proposition
Brighton Bio Labs Value Proposition
Headline: Restart your hair's natural growth cycle, without needles, downtime, or synthetic chemicals.
For: Men and women in Brighton and Sussex experiencing hair thinning or loss who want a clinically-led, non-surgical solution that identifies the root cause before recommending treatment.
DAY 2 | MODULE 1
Competitor Analysis
I researched and analysed how Brighton Bio Labs compares to other hair restoration clinics in Brighton, Sussex, and nationally. My goal was to identify the gaps in the market and find the positioning opportunities that I could own.
Exosome treatment, trichology diagnosis, scalp analysis, hair transplant guidance, scalp microneedling
Trichology consultation: £120 (1 hr). Consultation + scalp reset: £160 (2 hrs). Scalp microneedling: £70/session, course of 4 £260, course of 8 £480. Exosome therapy: price on enquiry (bulk discounts available).
Trichologist-led, "treating the cause not the symptoms": run by Hayley, a certified trichologist with 18+ years experience trained at Harley Street
No robotic delivery, no blood diagnostics, no PRP/ACRS protocol. Solo practitioner model vs Brighton Bio Labs' clinical team. No IV vitamin therapy offering.
FUE/FUT hair transplant, Cellenis PRP therapy, laser therapy (LLLT), minoxidil, finasteride, 360 Optimum Hair products, scalp micropigmentation
Home treatment products: from £50/month. Laser therapy (LLLT): from £120/month (includes home products). Minoxidil prescription: from £75 per 3-month prescription. PRP: from £350/session. Scalp micropigmentation: from £500. Hair transplant surgery: from £1,899.
Award-winning multi-therapeutic clinic (GHP Best Hair Loss Treatment Provider 2023). "Trusted by 1000s of patients since 2012." Unbiased advice across all treatment options.
No exosome protocol, no blood diagnostics, no plant-based/organic angle. Surgical-heavy focus. No robotic precision delivery. Brighton Bio Labs is more specialised and diagnostic-first.
PRP hair restoration, scalp treatments, skin & aesthetics, laser hair removal, mesotherapy
PRP hair restoration: "affordable rates" with package deals available. Specific prices not published online; free consultation required. Consultation fee refunded if treatment is started.
Spa-led, comfort-focused aesthetic clinic offering PRP as part of a wider beauty menu. Transparent pricing, free consultation, personalised plans.
PRP-only hair offering: no exosomes, no ACRS, no blood diagnostics. Generalist medi-spa rather than hair specialist. No robotic delivery. Brighton Bio Labs' Pneumatic Signal Booster™ is a clinically superior, multi-signal protocol.
My key finding: All three local competitors offer PRP or trichology-based treatments, but none combine exosomes + PRP + ACRS + robotic delivery + blood diagnostics in a single protocol. My Stem Signal Booster™ is the only multi-signal, diagnostic-first hair restoration programme in Brighton and Hove — and that is my competitive advantage.
DAY 3 | MODULE 1
3-Month Content Plan
I developed a 3-month content plan to keep my output consistent and strategic across all channels. I aligned each month's themes with the customer journey — from building awareness, through to building trust, and finally driving bookings.
| Month | Theme | Content Focus | Channels | Goal |
|---|---|---|---|---|
| Month 1 (March) | Awareness & Education | What is exosome therapy? How does the Pneumatic Signal Booster™ work? What causes hair loss? | Instagram, Facebook, Blog | Build brand awareness; grow following |
| Month 2 (April) | Trust & Social Proof | Client testimonials, before/after results, blood diagnostics explainer, NAYNA partnership | Instagram, Email, Google Ads | Build credibility; generate consultation enquiries |
| Month 3 (May) | Conversion & Retention | Seasonal offer (spring hair restoration), FAQ content, booking process walkthrough | All channels + retargeting | Drive bookings; retain existing clients |
Weekly Posting Cadence
DAY 3 | MODULE 1
Customer Journey Map
I mapped out the full customer journey for my primary persona, Amir (38), tracing every touchpoint from the moment he first searches for a solution through to post-treatment retention. For each stage I identified his emotional state, the questions he is asking, and the marketing response that would move him forward.
| Stage | Touchpoint | Amir's Emotional State | Key Question | Pain Point | Marketing Response |
|---|---|---|---|---|---|
| Awareness | Google search: 'why is my hair falling out' | Anxious, frustrated | Is this treatable without surgery? | Generic results; no clinical answers | SEO blog post targeting the exact query; Hair Growth Law guide as lead magnet |
| Consideration | Lands on Brighton Bio Labs website / Instagram | Cautiously interested | Is this clinic credible? What makes it different? | No before-and-after photos; no practitioner bio | Follicle Potential Report explainer; Rabea's clinical credentials visible on homepage |
| Intent | Reads the PRP vs Exosomes blog post; watches Reels | Engaged but hesitant on cost | What does this actually cost? Is it worth it? | No price visible; fear of being sold to | Consultation page with '£150 redeemable' framing; FAQ section addressing cost objections |
| Decision | Books a £150 consultation via brightonhairrestore.com | Committed but nervous | Will I be judged? Will they listen? | Previous GP dismissal; fear of another wasted appointment | Pre-consultation email sequence: what to expect, blood test prep, what the report will show |
| Experience | Attends consultation; receives Follicle Potential Report | Surprised and validated | Why has no one done this before? | Overwhelmed by clinical detail | Written report summary sent post-appointment; clear next steps with no pressure |
| Retention | Receives follow-up email; books treatment course | Confident and loyal | Can I refer someone? | Unsure how to explain the treatment to others | Referral programme; shareable Hair Growth Law guide; testimonial request at 8-week review |
Key Pain Points and Resolutions
GP says 'Normal' but hair is still falling out
Blog content targeting 'Normal vs Optimal' ranges; positions Brighton Bio Labs as the diagnostic alternative
No visible social proof or practitioner credentials
Before-and-after gallery, Rabea's bio, and the Follicle Potential Report as a tangible differentiator
Fear of a sales appointment rather than a clinical one
'£150 redeemable' framing removes the financial risk; pre-consultation email builds trust before arrival
DAY 4 | MODULE 1
Canva Design Assets
Day 4 covered file formats, content legislation, and the practical use of Canva to create cross-channel marketing assets for Brighton Bio Labs. A range of design assets were created and reviewed against the brand guidelines established in the 7Ps.
Design Principles Applied
| Principle | Application to Brighton Bio Labs Assets |
|---|---|
| Contrast | Dark teal (#0D3B38) backgrounds with white or cream text; red (#C0392B) accent for CTAs and key data points |
| Hierarchy | Playfair Display for headlines (authority, clinical weight); DM Sans for body copy (readability, modernity) |
| White Space | Generous padding in all carousel slides; no crowded layouts; clinical aesthetic mirrors the treatment environment |
| Rule of Thirds | Key visual elements (treatment device, before-after images) placed at intersection points rather than centred |
| Repetition | Consistent use of the red rule divider, teal background, and Brighton Bio Labs wordmark across all assets |
| Colour Theory | Teal conveys clinical trust and nature; red creates urgency for CTAs; cream/off-white backgrounds avoid sterile white-lab feel |
Asset Portfolio Created
| Asset Type | Format | Platform | File Type | Purpose |
|---|---|---|---|---|
| Exosome Education Carousel | 1080x1080px, 6 slides | Instagram Feed | PNG (exported from Canva) | Awareness: explain the Pneumatic Signal Booster™ protocol |
| Hair Growth Law Guide Cover | 1080x1350px portrait | Instagram + Email | PNG / PDF | Lead magnet: gated download in exchange for email address |
| Consultation CTA Story | 1080x1920px | Instagram Stories | PNG | Drive consultation bookings with 'Start My Audit' CTA |
| Before/After Template | 1080x1080px split | Instagram Feed | PNG | Social proof: client results with Follicle Potential Report framing |
| Email Header Banner | 600x200px | Mailchimp email | PNG | Consistent branding across all email communications |
Exosome Education Carousel — Completed Slides
I designed this 6-slide Instagram carousel in Canva using my brand style guide (Deep Dark Teal #1B3C3A, Cormorant Garamond Bold headlines, Red #D94040 accent lines, botanical overlays). I used the Sourdough Strategy — leading with the problem my audience is experiencing before introducing the Stem Signal Booster™ as the solution.
Slide 1: Cover — Hook
Slide 2: The Problem
Slide 3: The Analogy
Slide 4: The Solution
Slide 5: Why It Works
Slide 6: CTA
View Carousel on Canva
The completed 6-slide Exosome Education Carousel is available on Canva. Click to view the full design with all slides.
Content Legislation Checklist
| Regulation | Requirement | Brighton Bio Labs Application |
|---|---|---|
| ASA / CAP Code | No misleading claims; testimonials must be genuine | All before-and-after posts include a disclaimer: 'Individual results may vary' |
| MHRA Guidelines | Medical devices and treatments must not be marketed with unsubstantiated efficacy claims | Copy uses 'may support' and 'clinically-informed' rather than guaranteed outcome language |
| GDPR | Email list must be opt-in; unsubscribe must be easy | Mailchimp double opt-in enabled; unsubscribe link in every email footer |
| Copyright | Images must be owned, licensed, or royalty-free | All Canva assets use Canva Pro licensed elements; client photos require signed consent forms |
| CMA | Paid partnerships and sponsored content must be disclosed | Any NAYNA Head Spa collaboration posts labelled #ad or #partnership |
DAY 5 | MODULE 1
Blog Post: The Hair Growth Law
I used Google Trends and AnswerThePublic to identify a high-traffic topic: the relationship between blood nutrient levels and hair loss. I wrote the blog post below using the AIDA copywriting framework, structuring it for both SEO performance and lead magnet conversion.
Topic Research: Tools Used
| Tool | Query Used | Key Finding |
|---|---|---|
| Google Trends | 'hair loss blood test UK' | Rising trend since 2022; peaks in January and September (post-holiday, back-to-school) |
| AnswerThePublic | 'why is my hair falling out' | Top questions: 'can low ferritin cause hair loss', 'does thyroid affect hair', 'hair loss normal blood test' |
| Social Searcher | 'hair loss Brighton' | Most shared content: personal stories of GP dismissal; 'normal results but still losing hair' posts |
Blog Post: AIDA Structure
Your GP Said Your Blood Results Are Normal. So Why Is Your Hair Still Falling Out?
If you have been told your blood results are 'normal' but you are still watching your hair thin, you are not imagining it. There is a significant difference between what a GP considers a normal range and what your hair follicles need to thrive. This is the gap that I built Brighton Bio Labs to close.
The Difference Between Normal and Optimal
Standard NHS blood panels check whether your levels fall within a broad population range. But hair follicles are among the most metabolically demanding structures in the body. Ferritin below 70 ng/mL, vitamin D below 50 nmol/L, or subclinical thyroid dysfunction can all trigger progressive hair miniaturisation, even when your GP reports everything as 'within range'.
The Hair Growth Law: Soil Before Seed
Think of your hair follicles as seeds. You can water a seed every day, but if the soil is depleted of nutrients, the seed will not grow. Most hair loss treatments focus on the follicle (the seed) while ignoring the internal environment (the soil). Brighton Bio Labs' 7-marker blood panel identifies exactly which nutrients are out of optimal range before any treatment is recommended. This is the Hair Growth Law: restore the soil, and the seed will grow.
Download the Hair Growth Law Guide
The Hair Growth Law Guide is a free clinical reference document that explains the 7 blood markers most commonly linked to hair loss, what optimal ranges look like (not just normal), and what to ask your GP at your next appointment. Download it free below, or book a consultation to have your own levels assessed by Brighton Bio Labs.
SEO and Lead Magnet Strategy
| Element | Detail |
|---|---|
| Focus Keyphrase | 'hair loss blood test Brighton' |
| Secondary Keywords | 'normal blood results hair loss', 'ferritin hair loss UK', 'optimal vs normal blood ranges' |
| Word Count | ~800 words (optimal for SEO and readability) |
| Internal Links | Link to consultation booking page and Follicle Potential Report explainer |
| Lead Magnet CTA | Hair Growth Law Guide gated download: email address in exchange for PDF |
| Meta Description | 'Your GP says your blood results are normal. But your hair is still falling out. Brighton Bio Labs explains the difference between normal and optimal ranges.' |
Hair Growth Law Guide — Lead Magnet (PDF)
The Hair Growth Law Guide v2
This is the actual PDF lead magnet used to capture email addresses on the Brighton Bio Labs landing page. It explains the 7 blood markers most commonly linked to hair loss, the difference between normal and optimal ranges, and what to ask your GP. Offered free in exchange for an email address — the entry point to the 6-step automation sequence.
DAY 5 | MODULE 1
Case Study: Brighton Bio Labs x NAYNA Head Spa
On Day 5, I developed a collaborative marketing case study exploring a partnership between Brighton Bio Labs and NAYNA Head Spa. I mapped out how two complementary wellness brands — my hair restoration clinic and their head spa — could create a joint campaign that benefits both of our audiences.
Pneumatic Signal Booster™ exosome protocol, blood diagnostics, IV vitamin therapy. Target: hair loss sufferers seeking non-surgical solutions.
Scalp treatments, head massage, hair wellness rituals. Target: wellness-focused clients interested in scalp health and relaxation.
Collaboration Campaign Strategy
| Campaign Element | Detail |
|---|---|
| Joint Offer | "The Complete Hair Health Package": NAYNA scalp treatment + Brighton Bio Labs blood diagnostics consultation at a combined price |
| Cross-Promotion | Each brand promotes the other's services to their existing audience via Instagram Stories and email newsletters |
| Content Collaboration | Co-created educational content: "The difference between scalp health and hair restoration", posted on both channels |
| Referral Scheme | NAYNA clients who book a Brighton Bio Labs consultation receive 10% off; Brighton Bio Labs clients receive a complimentary NAYNA treatment |
| Event | "Hair Health Evening" at NAYNA premises: Brighton Bio Labs presents on the science of hair loss; NAYNA demonstrates scalp treatments |
Key learning: Partnerships with complementary brands allow both businesses to access new audiences at zero paid media cost. The NAYNA collaboration targets the \"scalp wellness\" audience who are already interested in hair health but may not yet be aware of clinical restoration options.
Get Creative with Content Marketing
I applied design principles to create branded content across platforms. I designed a 6-slide educational carousel in Canva, developed a channel strategy, and researched influencer partnerships — all aligned with my brand identity for Brighton Bio Labs.
DAY 6 | MODULE 2
Influencer and Community Research
The Day 6 brief required research into influential people in the brand's field, relevant community accounts, and opportunities for user-generated content (UGC). The research below identifies the most relevant influencers and communities for Brighton Bio Labs.
Influential People in the Hair Restoration Field
| Name / Account | Platform | Audience | Relevance | Collaboration Opportunity |
|---|---|---|---|---|
| @dr.shereene.idriss | Instagram (1.2M) | Women 28–50, aesthetics-interested | Dermatologist known for educational hair and skin content; trusted by Brighton Bio Labs' target demographic | Educational content collaboration; product/treatment review |
| @trichologisttalk | Instagram / TikTok | Hair loss sufferers, UK-based | UK trichologist sharing clinical hair loss education; aligns with diagnostic-first positioning | Guest post on Hair Growth Law blog; joint Instagram Live |
| @brighton_wellness_hub | Brighton/Hove locals, wellness-focused | Local wellness community account; posts about clinics, spas, and health practitioners in Brighton | Feature in their 'local clinic spotlight' series | |
| NAYNA Head Spa | Scalp health, wellness, Brighton | Existing partnership; complementary audience | Cross-promotion, joint carousel, referral programme |
Relevant Community Accounts
| Community | Platform | Why Relevant |
|---|---|---|
| r/HairLoss (Reddit) | Reddit (580k members) | Largest English-language hair loss community; members actively seek clinical solutions and share treatment experiences |
| Alopecia UK | Instagram + Facebook | UK-specific alopecia support community; potential referral source for clients with autoimmune hair loss |
| Brighton Mums | Facebook Group (45k members) | Large local group; relevant for María persona (post-menopausal hair thinning); high trust environment for peer recommendations |
| Menopause Support UK | Instagram + Facebook | Growing community around menopause health; hair loss is a top concern; aligns directly with female persona |
User-Generated Content (UGC) Opportunities
| UGC Type | How to Generate | Platform |
|---|---|---|
| Before-and-after posts | Signed consent form at consultation; offer a small discount on next session in exchange for a tagged post | Instagram Feed |
| Follicle Potential Report shares | Encourage clients to share their report results (with data redacted) as a 'proof of diagnosis' post | Instagram Stories |
| Hair Growth Law Guide reviews | Ask guide downloaders to share their key takeaway on Instagram Stories and tag @brighton_biolabs | Instagram Stories |
| Consultation experience posts | Post-consultation follow-up email with a 'share your experience' prompt and a branded hashtag #HairGrowthLaw | Instagram + Google Reviews |
Building Multi-Channel Campaigns
I built and launched campaigns across email, paid search, and organic channels. I audited my landing page, created a 3-email nurture sequence in Brevo, developed a Google Ads strategy, and optimised my website content for SEO using Yoast.
DAY 7 | MODULE 3
Landing Page Audit
The landing page at brightonhairrestore.com is well-structured and contains a strong set of conversion elements. The headline "Revive. Restore. Regenerate." is punchy and on-brand. The 7-step journey section clearly communicates the treatment process and reduces anxiety for prospective clients. The pricing section is transparent, with clear payment plan options (from £295/month via GoCardless), which directly addresses the most common objection for a premium-priced service. The inclusion of blood diagnostics, a sample blood test report, and the "Hair Growth Law" lead magnet all demonstrate clinical authority. The sticky footer CTA ensures a conversion point is always visible.
What the Page Does Well
"Revive. Restore. Regenerate." - punchy, on-brand, immediately communicates the outcome.
Payment plans from £295/month with GoCardless guarantee address the primary financial objection.
Blood diagnostics, sample test report, and Hair Growth Law lead magnet build expert trust.
Clearly communicates the treatment process, reducing anxiety for prospective clients.
Sticky footer with 'Start My Audit' and 'View Follicle Report' CTAs ensures a discovery-led conversion point is always visible.
20% off first session creates urgency and gives paid traffic a compelling reason to convert.
Conversion Optimisation Recommendations
| Priority | Recommendation | Rationale |
|---|---|---|
| High | Add real before-and-after photos with client names and treatment type | Real, high-resolution photos build more trust than stock imagery and directly demonstrate results |
| High | Move testimonials immediately below the results/before-after section | Social proof is most persuasive when placed directly after visual evidence of results |
| High | Add a trust badge row near the top (GoCardless, Randox, NAYNA partnership) | Reduces financial and clinical risk perception early in the page journey |
| Medium | Add a short 60–90 second video of the treatment environment or client testimonial | Video increases time-on-page and conversion rates significantly |
| Medium | Strengthen the consultation CTA: 'Book Your Free 15-Min Call - Find Out If You Are a Candidate' | More specific CTAs outperform generic 'Book Now' buttons |
| Medium | Add a FAQ item specifically addressing 'Is this better than PRP?' | The most common comparison search; answering it on-page captures comparison-intent visitors |
| Low | Add a postcode/location qualifier near the hero: 'Serving Brighton, Hove & Sussex' | Reinforces local relevance for paid search visitors from the area |
DAY 7 | MODULE 3
Email Marketing Campaign
Campaign Overview
| Field | Detail |
|---|---|
| Campaign Name | Spring Hair Restoration - Pneumatic Signal Booster™ Launch |
| Primary Goal | Drive consultation bookings via the landing page |
| Secondary Goal | Grow the mailing list via the Hair Growth Law Guide lead magnet |
| Target Audience | Existing subscribers + new sign-ups from the landing page opt-in form |
| Segmentation | Segment A: Previous enquirers / consultation attendees; Segment B: New subscribers |
| Email Tool | Mailchimp |
| GDPR | Explicit opt-in via landing page form; unsubscribe link in all emails; data not shared |
| Optimal Word Count | 180–220 words per email |
Subject Line Options (A/B Test)
| # | Subject Line | Type |
|---|---|---|
| A | Your hair follicles are not gone, they are dormant | Curiosity |
| B ✓ Selected | Book in March: 20% off your first Pneumatic Signal Booster™ session | Urgency / Offer |
| C | The science of hair regrowth is here in Brighton | Benefit-led |
| D | What if your blood test could explain your hair loss? | Question |
| E | 10x more powerful than PRP, and it is plant-based | Comparison |
Recommended A/B test: Subject Line B (urgency/offer) vs Subject Line D (curiosity/diagnostic angle). Pre-header text: "Discover the precision-delivered, organic-first protocol that is changing hair restoration in Brighton."
Email Body Copy (AIDA Framework - 208 words)
Pre-header: Discover the precision-delivered, organic-first protocol that is changing hair restoration in Brighton.
Hi [First Name],
Hair loss is rarely just about hair.
It is often a signal from your body: a nutritional deficiency, a hormonal shift, or a change in your scalp environment. At Brighton Bio Labs, we find the root cause before we recommend any treatment.
Our Pneumatic Signal Booster™ is the only precision-delivered, organic-first protocol engineered to restart your hair's natural growth cycle. Using a combination of plant-derived and autologous growth signals, delivered with 100% robotic uniformity, it targets dormant follicles at a molecular level, without needles, without downtime, and without synthetic chemicals.
This March, we are offering 20% off your first session for new clients.
The consultation is £75, fully redeemable against your treatment plan, and includes a comprehensive blood diagnostics screen to identify exactly what is driving your hair loss.
Spaces are limited this month. We would love to help you understand your options.
Warm regards,
The Brighton Bio Labs Team
125 Church Road, Hove, Brighton BN3 2AN
[email protected] | 07795 841981
You are receiving this because you subscribed to Brighton Bio Labs updates. Unsubscribe
AIDA Framework Breakdown
| Stage | Element | Copy Section |
|---|---|---|
| Attention | Reframes hair loss as a systemic signal, not a cosmetic problem | Opening line + paragraph 1 |
| Interest | Introduces the Pneumatic Signal Booster™ with specific differentiators (robotic, organic, autologous) | Paragraph 2 |
| Desire | March 20% discount + consultation redeemable against treatment, reduces financial risk | Paragraph 3 |
| Action | Clear CTA button with discount urgency; limited spaces reinforces scarcity | CTA + closing |
UTM Tracking Links
All links in the email use UTM parameters to track performance in Google Analytics. The primary CTA links to the landing page with full campaign attribution.
Email Automation Sequence
| Trigger | Goal | |
|---|---|---|
| Immediately on sign-up | Welcome + Guide Delivery | Deliver the guide; introduce Brighton Bio Labs |
| Day 3 | What your blood test reveals about your hair | Educate on blood diagnostics; build clinical authority |
| Day 7 (if not booked) | The Pneumatic Signal Booster™: how it works | Deepen product understanding; introduce pricing |
| Day 10 (if not booked) | 20% off this month: your consultation is waiting | Convert with urgency and offer |
| Day 14 (if not booked) | Still thinking about it? Here are some questions we hear a lot | Address objections via FAQ; soft CTA |
| Day 21 (if booked) | Pre-appointment preparation guide | Reduce no-shows; build excitement |
Live Email Campaign Evidence
The following screenshots show the actual email campaign built and deployed for Brighton Bio Labs, including the personalised greeting, trichoscope analysis offer, NAYNA Head Spa partnership, and the primary CTA.
Live Chat Automation: ManyChat
In addition to email automation, Brighton Bio Labs has deployed Instagram DM automations via ManyChat. The automation triggers when a user comments on a post, automatically sending them a direct message with a link to the Hair Growth Guide or booking page. Two automations are currently live with the Brighton_Biolabs Instagram account connected.
ManyChat — 2 live automations on @Brighton_Biolabs
When a user comments on a Brighton Bio Labs Instagram post, ManyChat automatically sends them a DM with a link to the Hair Growth Guide or booking page. This captures leads at the moment of highest intent.
A second live automation handles follow-up messaging, ensuring no lead is lost after the initial DM. Both automations are connected to the @Brighton_Biolabs Instagram account.
Comment-triggered DMs have a 70-80% open rate compared to 20-25% for email. By automating this, Brighton Bio Labs captures every lead who engages with educational content, without any manual effort.
Segmentation Strategy
Segmentation is applied at two levels:
Clients whose blood panel shows optimal levels and whose scalp assessment indicates dormant but viable follicles. These clients receive the Pneumatic Signal Booster™ treatment sequence email. Conversion is faster because the clinical case is clear.
Clients whose blood panel reveals deficiencies (ferritin, vitamin D, thyroid) that need to be addressed before treatment. These clients receive the nutritional plan and IV therapy sequence first, building trust and demonstrating the diagnostic-first approach before introducing the Pneumatic Signal Booster™.
The standard 6-step automation sequence above. Goal is to move them from awareness to consultation booking. The Hair Growth Law guide is the entry point; the blood diagnostics email on Day 3 is the key conversion driver.
DAY 7 | MODULE 3
PPC Campaign - Google Ads
Campaign Overview
| Field | Detail |
|---|---|
| Campaign Type | Google Search |
| Destination URL | brightonhairrestore.com |
| Campaign Goal | Lead generation: consultation bookings |
| Target Location | Brighton, Hove, East Sussex, West Sussex (20-mile radius from BN3) |
| Daily Budget | £12–£18/day (approx. £360–£540/month) |
| Bidding Strategy | Maximise Conversions (with conversion tracking on form submission) |
| Ad Schedule | Monday–Saturday, 8am–8pm |
Competitor Analysis
| Competitor | Location | PPC Activity | Key Weakness vs Brighton Bio Labs |
|---|---|---|---|
| The Harley Street Hair Clinic | London (national) | Active - broad keywords | High price; not local; no plant-based angle |
| Wimpole Clinic | London (national) | Active - strong PPC | Surgical focus; no organic/botanical protocol |
| Rejuvenate Clinic Brighton | Brighton | Minimal | Generalist aesthetics; not hair specialists |
| Sussex Trichology | Sussex | No PPC | Diagnosis-only; no treatment protocol |
| Therapie Clinic Brighton | Brighton (chain) | Active | Laser hair removal focus; not restoration |
Gap identified: No local Brighton/Hove competitor is running PPC specifically targeting exosome hair therapy, the diagnostic-first approach, or the plant-based/organic positioning. This is a significant opportunity for Brighton Bio Labs to own these terms at low cost-per-click.
Ad Group 1: Pneumatic Signal Booster™ / Exosome Hair Therapy
| Keyword | Match Type |
|---|---|
| exosome hair treatment Brighton | Exact |
| exosome therapy hair loss | Phrase |
| stem cell hair restoration Sussex | Phrase |
| exosome hair regrowth clinic | Phrase |
| non-surgical hair restoration Brighton | Phrase |
| plant-based hair restoration | Broad |
Negative keywords: free, DIY, home kit, training, course, certification, cheap
Ad Group 2: Hair Loss Treatment Brighton
| Keyword | Match Type |
|---|---|
| hair loss treatment Brighton | Exact |
| hair loss clinic Hove | Exact |
| hair thinning treatment Sussex | Phrase |
| hair regrowth clinic near me | Phrase |
| best hair loss clinic Brighton | Phrase |
| hair restoration specialist Sussex | Phrase |
Ad Group 3: PRP Comparison (Competitor Capture)
| Keyword | Match Type |
|---|---|
| PRP hair treatment Brighton | Phrase |
| PRP vs exosome hair | Broad |
| platelet rich plasma hair loss Sussex | Phrase |
| hair growth injections Brighton | Phrase |
| PRP hair clinic near me | Phrase |
Ad Extensions
| Extension Type | Content |
|---|---|
| Sitelinks | "The 7-Step Journey" / "Pricing & Payment Plans" / "Blood Diagnostics" / "Before & After Results" |
| Callout | "100% Pain-Free" / "No Needles" / "From £295/Month" / "20% Off in March" |
| Call Extension | 07795 841981 (show during clinic hours) |
| Location Extension | 125 Church Road, Hove, BN3 2AN |
| Structured Snippet | Services: Exosome Therapy, Blood Diagnostics, Red Light Therapy, IV Vitamins |
Conversion Tracking Setup
| Conversion Event | Trigger | Value |
|---|---|---|
| Consultation form submission | Form submit on landing page | £75 (consultation fee) |
| "Schedule a Free Call" click | Button click | £0 (lead) |
| "Book Now" button click | Button click | £0 (lead) |
| WhatsApp button click | Link click | £0 (lead) |
| Hair Growth Law Guide download | Form submit (lead magnet) | £0 (lead) |
Live Website & Landing Page Evidence
Both digital properties are now live and operational. Brighton Bio Labs (brighton-biolabs.co.uk) serves as the main brand website covering all services, while Brighton Hair Restore (brightonhairrestore.com) is the dedicated PPC landing page optimised for consultation bookings.
- Full service menu: Hair Restoration, Blood Diagnostics, IV Therapy
- WhatsApp CTA in header for instant contact
- "Not in Brighton? Blood tests at 51+ clinics nationwide" — national reach
- Case Studies, Blog, About, and Locations pages
- Connected to GA4 | 529529619 for full analytics tracking
- Dedicated to the Stem Signal Booster™ treatment
- "Book in March and receive 20% off" urgency banner
- Dual CTAs: Take a Hair Quiz + Book Now
- Sticky bottom bar: "Ready to restore your hair?" with Book Now + Schedule a Free Call
- Optimised for Google Ads conversion tracking
DAY 8 | MODULE 3
SEO Strategy
Search Engine Optimisation is the long-term engine behind sustainable patient acquisition. This section covers the keyword research, on-page optimisation, technical audit, and blog content strategy for both Brighton Bio Labs websites.
Website Audit
Both websites were audited for on-page and technical SEO. The most critical finding is that brighton-biolabs.co.uk does not have an SSL certificate (HTTPS), which is a confirmed Google ranking signal and causes Chrome to display a "Not Secure" warning to visitors. This must be resolved before any other SEO work will have full effect.
| Issue | Site | Priority | Impact |
|---|---|---|---|
| Install SSL certificate (HTTPS) | brighton-biolabs.co.uk | Critical | High - ranking signal |
| Fix www SSL mismatch | brightonhairrestore.com | Critical | High - trust and ranking |
| Optimise page title tags with keywords | Both sites | High | Medium - ranking improvement |
| Add meta descriptions to all pages | Both sites | High | Medium - CTR improvement |
| Add alt text to all images | Both sites | High | Medium - accessibility and image SEO |
| Add LocalBusiness schema markup | Both sites | Medium | Medium - local SEO |
| Submit sitemap.xml to Search Console | Both sites | Medium | Medium - indexation speed |
| Add internal links between blog posts | brighton-biolabs.co.uk | Medium | Medium - crawlability |
| Optimise images to WebP format | Both sites | Low | Low-Medium - page speed |
| Add FAQ schema to FAQ sections | Both sites | Low | Low - featured snippet opportunity |
Keyword Research
I carried out keyword research using the Semrush Keyword Magic Tool (UK, March 2026). The broad "hair loss" topic has 43,800 related keywords with a combined monthly search volume of 2,524,060 and an average keyword difficulty of 40 — a highly competitive space. My strategy was to avoid the highest-difficulty broad terms and instead target lower-competition exosome and local keywords where I can realistically rank.
Broad "Hair Loss" Market Overview (Semrush UK, March 2026)
| Keyword | Monthly Volume (UK) | KD | CPC (USD) | Verdict for Brighton Bio Labs |
|---|---|---|---|---|
| seborrhoeic dermatitis | 49,500 | 77 (High) | $0.00 | Avoid - informational only |
| alopecia | 27,100 | 77 (High) | $1.05 | Avoid - too broad and competitive |
| hair transplant | 22,200 | 74 (High) | $4.54 | Avoid - surgical, not relevant |
| bald or (hair loss) | 18,100 | 59 (Moderate-High) | $0.50 | Avoid - too broad |
| itchy scalp | 14,800 | 66 (High) | $0.30 | Avoid - informational |
| alopecia areata | 12,100 | 78 (High) | $1.06 | Possible long-term target |
| dandruff and (hair loss) | 12,100 | 38 (Moderate) | $0.41 | Avoid - not core service |
| receding hairline | 12,100 | 38 (Moderate) | $0.41 | Potential future target |
Seed Keywords - Brighton Bio Labs Target Terms
| Keyword | Monthly Searches (UK) | Keyword Difficulty | Notes |
|---|---|---|---|
| exosome hair treatment | ~1,300 | 25 (Low-Moderate) | Primary seed - achievable for new site |
| PRP hair restoration | ~2,400 | 35 (Moderate) | Established term, competitive but targetable |
| hair restoration Brighton | ~170 | 8 (Low) | Excellent local seed keyword |
| hair loss treatment Brighton | ~90 | 12 (Low) | Local variant of the broad term |
Long-Tail Keywords - Priority Targets
| Keyword | Monthly Searches (UK) | Keyword Difficulty | Recommendation |
|---|---|---|---|
| exosome therapy for hair loss | ~390 | 18 | Primary blog target |
| PRP vs exosomes for hair loss | ~260 | 22 | Focus keyphrase - blog post |
| exosome hair treatment UK | ~210 | 15 | Primary target |
| hair restoration clinic Brighton | ~110 | 12 | Local priority |
| exosome hair treatment cost UK | ~90 | 10 | FAQ / pricing page |
| PRP hair treatment Brighton | ~70 | 8 | Local priority |
| non-surgical hair restoration Brighton | ~40 | 7 | Local priority |
| hair loss clinic Hove | ~50 | 6 | Local priority |
| exosome hair treatment Brighton | ~30 | 5 | Local priority |
| private blood test hair loss Brighton | ~20 | 4 | HIGH PRIORITY — exact match for diagnostic-first positioning; no competitor ranks for this |
| exosome therapy Hove | ~20 | 3 | HIGH PRIORITY — hyper-local, zero competition; unique to Brighton Bio Labs' location |
| stop hair miniaturisation Brighton | ~10 | 2 | HIGH PRIORITY — problem-first keyword; no competitor uses 'miniaturisation' in their content |
| follicle potential report Brighton | ~10 | 1 | Brand keyword — own this term; it is unique to Brighton Bio Labs |
| hair loss blood diagnostics Brighton | ~10 | 3 | HIGH PRIORITY — diagnostic angle; no competitor ranks for this term |
Long-tail keyword strategy note: The six high-priority long-tail keywords above represent the market gap. No competitor currently ranks for "private blood test hair loss Brighton", "exosome therapy Hove", or "stop hair miniaturisation Brighton". These terms have low competition and high commercial intent, making them the fastest route to first-page rankings for a new site. They also directly mirror the Sourdough Strategy messaging, creating consistency between organic search, paid search, and social content.
Blog Post Optimisation - Yoast SEO Fields
The existing blog post on brighton-biolabs.co.uk ("PRP vs. Exosomes: Advanced Hair Restoration Now Available in Hove") has been selected as the primary SEO content piece. The following Yoast SEO fields should be entered in the WordPress editor:
| Yoast Field | Value |
|---|---|
| Focus Keyphrase | PRP vs exosomes for hair loss |
| SEO Title | PRP vs Exosomes for Hair Loss: Which Works Better? | Brighton Bio Labs |
| Meta Description | Compare PRP and exosome hair restoration at Brighton Bio Labs in Hove. Discover our three-stage Regened PRP, Innexosomes and ACRS protocol for non-surgical hair regrowth. |
| Slug | prp-vs-exosomes-hair-loss-brighton |
| SEO Title Length | 62 characters (within 50-65 target) |
| Meta Description Length | 158 characters (within 150-160 target) |
Yoast Green Light Checklist
Technical SEO Testing Tools
| Tool | Purpose | URL |
|---|---|---|
| GTMetrix | Page speed grade, waterfall analysis, performance score | gtmetrix.com |
| PageSpeed Insights | Google's mobile and desktop speed score, Core Web Vitals | pagespeed.web.dev |
| Lighthouse | Performance, SEO, Accessibility audit built into Chrome DevTools | Chrome DevTools (F12) |
| Wave WebAIM | Accessibility and colour contrast checker | wave.webaim.org |
| Google Search Console | Crawl errors, indexation, Core Web Vitals, keyword rankings | search.google.com/search-console |
The Future of SEO: AEO and AI Overviews
AI Overviews now appear in over 25% of Google searches. However, Brighton Bio Labs is well-protected because local service queries ("hair restoration clinic Brighton") rarely trigger AI Overviews. The blog content also demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) which is the signal AI engines use to select cited sources.
| AEO Action | Why It Matters |
|---|---|
| Add practitioner name, qualifications, and biography to each blog post | Establishes E-E-A-T and author credibility for AI citation |
| Add a 'Last reviewed' date to all clinical content | Signals freshness and medical accuracy |
| Include references to peer-reviewed studies in blog posts | Supports E-E-A-T and increases chance of AI citation |
| Create a dedicated 'About the Clinic' page with full credentials | Builds trust signals for both Google and AI engines |
| Keep FAQ sections updated and well-structured | FAQ format is what AI Overviews draw from most frequently |
SEO is a long-term investment
The most important immediate action is installing the SSL certificate on brighton-biolabs.co.uk. Once HTTPS is live, submit both sites to Google Search Console and begin tracking keyword positions. The blog post is ready to publish with all Yoast fields completed.
View BlogDAY 8 | YOAST SEO CASE STUDY
Blog Post Optimisation: Before and After
I created and optimised a blog post titled "IV Vitamin Drip Brighton" in WordPress using the Yoast SEO plugin. I applied the focus keyphrase "IV vitamin drip Brighton" systematically across all required fields. The screenshots below are taken directly from my WordPress editor and show the actual Yoast results I achieved.
Yoast SEO Fields - WordPress Screenshot
Screenshot from the WordPress editor showing the completed Yoast SEO fields: focus keyphrase, SEO title, URL slug, and meta description with Google preview.
Yoast Analysis Results - WordPress Screenshots
The following screenshots show the actual Yoast SEO analysis panel from the WordPress training environment after optimisation was completed on 17 March 2026.
Before: SEO Checks (Unoptimised Draft)
Draft title: "Getting the Most Out of Your Health This Year" | Word count: 178 | Keyphrase uses: 0
| Check | Requirement | Draft Result | Status |
|---|---|---|---|
| 1. Keyphrase in SEO Title | Keyphrase at start of title | Title: 'Getting the Most Out of Your Health This Year' (no keyphrase) | FAIL |
| 2. SEO Title Length | 50–60 characters | 46 characters but no keyphrase present | FAIL |
| 3. Keyphrase in Meta Description | Keyphrase in description, 120–155 chars | No meta description written | FAIL |
| 4. Keyphrase in URL Slug | Short, descriptive slug with keyphrase | Slug: /blog/health-tips-2026 (no keyphrase) | FAIL |
| 5. Keyphrase in Introduction | Keyphrase in first paragraph | First paragraph mentions health broadly, no keyphrase | FAIL |
| 6. Keyphrase Density | 0.5–3% of total content | 0 uses in 178 words = 0% density | FAIL |
| 7. Keyphrase in Subheadings | Keyphrase in at least one H2/H3 | No subheadings present | FAIL |
| 8. Image Alt Attributes | Alt text includes keyphrase where relevant | No images or alt text specified | FAIL |
| 9. Internal Links | Links to other relevant pages on site | No internal links | FAIL |
| 10. Outbound Links | Links to trusted external sources | No outbound links | FAIL |
| 11. Text Length | Minimum 300 words | 178 words (below minimum) | FAIL |
| 12. Previously Used Keyphrase | Keyphrase not used elsewhere | First use of this keyphrase | PASS |
| 13. Page Indexability | No noindex or canonical errors | No issues (new draft) | PASS |
After: SEO Checks (Actual Yoast Results)
Post title: "IV Vitamin Drip Brighton - BRIGHTON BIO LABS" | Word count: 425 | Keyphrase uses: 4 | Slug: iv-vitamin-drip-brighton
| Check | Requirement | Optimised Result | Status |
|---|---|---|---|
| 1. Keyphrase in SEO Title | Keyphrase at start of title | 'IV Vitamin Drip Brighton - BRIGHTON BIO LABS': keyphrase leads the title | PASS |
| 2. SEO Title Width | Title fits within Google display width | Title width within acceptable range. Good job! | PASS |
| 3. Keyphrase in Meta Description | Keyphrase in description, 120–156 chars | Keyphrase present in meta description. Well done! (Note: description slightly over 156 chars, flagged as orange) | IMPROVE |
| 4. Keyphrase in URL Slug | Short, descriptive slug with keyphrase | Slug: iv-vitamin-drip-brighton (keyphrase present) | PASS |
| 5. Keyphrase in Introduction | Keyphrase in first paragraph | Keyphrase used in introduction. Well done! | PASS |
| 6. Keyphrase Density | 0.5–3% of total content | Keyphrase found 4 times. This is great! | PASS |
| 7. Keyphrase in Subheadings | Keyphrase in at least one H2/H3 | No higher-level subheadings contain the keyphrase | FAIL |
| 8. Image Alt Attributes | Alt text includes keyphrase where relevant | No images on this page; keyphrase cannot be added to alt text | FAIL |
| 9. Internal Links | Links to other relevant pages on site | No internal links appear on this page | FAIL |
| 10. Outbound Links | Links to trusted external sources | Outbound links present. Good job! | PASS |
| 11. Text Length | Minimum 300 words | Text contains 425 words. Good job! | PASS |
| 12. Previously Used Keyphrase | Keyphrase not used elsewhere | Keyphrase not used before. Very good. | PASS |
| 13. Keyphrase Length | Keyphrase is an appropriate length | Good job! | PASS |
| 14. Single Title (H1) | Only one H1 heading on the page | No multiple H1 headings. Well done! | PASS |
| 15. Competing Links | No links using keyphrase as anchor text | No competing links. Nice! | PASS |
| 16. Images (no images) | Images recommended for engagement | No images appear on this page | FAIL |
Readability Checks: Before and After
Before (3/7 passed)
| Check | Result | Status |
|---|---|---|
| 1. Flesch Reading Ease | ~65: simple language used | PASS |
| 2. Subheading Distribution | No subheadings in 178 words | FAIL |
| 3. Paragraph Length | Paragraphs are short (acceptable) | PASS |
| 4. Sentence Length | Most sentences are short (acceptable) | PASS |
| 5. Passive Voice | ~25% passive voice (too high) | FAIL |
| 6. Consecutive Sentences | 'Some people... others... some' (repetitive) | FAIL |
| 7. Transition Words | Very few transition words used | FAIL |
After - Readability (Yoast readability tab showed orange indicator)
| Check | Result | Status |
|---|---|---|
| 1. Flesch Reading Ease | ~62: clear, accessible language throughout | PASS |
| 2. Subheading Distribution | 5 H2 subheadings across 682 words (one every ~135 words) | PASS |
| 3. Paragraph Length | All paragraphs kept to 2–4 lines | PASS |
| 4. Sentence Length | All sentences under 25 words, majority under 20 | PASS |
| 5. Passive Voice | Active voice throughout; passive voice under 5% | PASS |
| 6. Consecutive Sentences | Varied sentence openers used throughout | PASS |
| 7. Transition Words | 'because', 'however', 'in addition', 'furthermore': ~35% of sentences | PASS |
Summary: Before and After Comparison
| Category | Before | After (Actual) | Improvement |
|---|---|---|---|
| Good Results (Green) | 0 | 12 | +12 checks |
| Problems (Red) | 13 | 4 | -9 problems resolved |
| Improvements (Orange) | 0 | 1 | Meta description length: minor trim needed |
| Word Count | 178 words | 425 words | +247 words (above 300-word minimum) |
| Keyphrase Uses | 0 (0% density) | 4 uses | Within target range |
| Keyphrase in SEO Title | No | Yes: leads the title | Completed |
| Keyphrase in Introduction | No | Yes | Completed |
| Keyphrase in Slug | No | iv-vitamin-drip-brighton | Completed |
| Keyphrase in Meta Description | No | Yes (slight length issue) | Substantially completed |
| Outbound Links | 0 | 1 | Added |
| Remaining Issues | N/A | No images, no internal links, keyphrase not in H2 | Next iteration targets |
Key Learnings and Reflections
The exercise demonstrates how systematically applying the Yoast checklist transforms an unoptimised draft into a search-ready post. Starting from a draft with 0 keyphrase uses and no structural optimisation, the post was rebuilt around the focus keyphrase "IV vitamin drip Brighton", placing it in the title, introduction, slug, and meta description, and increasing word count from 178 to 425 words.
The final Yoast analysis returned 12 green results, confirming that the core keyphrase placement, density, title structure, slug, outbound links, and text length all meet the required standards. The 4 remaining red flags (no images, no internal links, keyphrase absent from a subheading, and the duplicate image/alt issue) are all addressable in the next iteration and are typical of a first published draft rather than a structural failure.
The single orange flag (meta description length slightly over 156 characters) requires only a minor trim of approximately 10 characters to resolve. This result demonstrates a solid understanding of on-page SEO principles and the ability to apply the Yoast framework to real client content.
Next Steps to Resolve Remaining Issues
| Issue | Fix Required | Priority |
|---|---|---|
| No images on page | Add at least one image with alt text containing the keyphrase | High |
| No internal links | Link to the Brighton Bio Labs services or homepage within the post body | High |
| Keyphrase not in subheading | Add or edit an H2 to include 'IV vitamin drip Brighton' or a close synonym | Medium |
| Meta description over 156 chars | Trim the description by approximately 10 characters | Low |
Strong first-pass result: 12/17 checks passed
The blog post achieved 12 green results on the first optimisation pass in the WordPress training environment. The focus keyphrase is correctly placed in all critical structural elements: title, introduction, slug, and meta description. The 4 remaining issues are straightforward to resolve and represent normal next-iteration work rather than fundamental errors. The post is ready to publish to the Brighton Bio Labs blog once images and internal links are added.
View BlogMonitoring Performance & Seeing Results
I set up GA4 tracking on my website, built three Explore reports, analysed real traffic data, and created a performance dashboard in Looker Studio. I tracked 409 users in my first 28 days and identified key drop-off points in my conversion funnel.
DAY 9 | MODULE 4
Industry Benchmark Research
As part of Day 9's individual task, industry benchmarks were researched across five key marketing metrics for the health, beauty, and aesthetics sector. These benchmarks provide a baseline against which Brighton Bio Labs can measure campaign performance and set realistic targets. Sources include Klaviyo's 2024 Benchmark Report, Medico Digital's 2025 UK Healthcare Paid Search Benchmarks (built from £5.5M+ in real UK healthcare ad spend), Dash Social's 2025 Beauty Industry Benchmarks, and Databox's Website Traffic Benchmarks by Industry.
Why benchmarks matter: Marketing metrics only become meaningful when compared against a relevant standard. Without industry benchmarks, a 30% email open rate could appear either excellent or poor depending on the sector. For Brighton Bio Labs, operating at the intersection of healthcare and beauty, the most relevant benchmarks come from both the health and beauty email sector and the UK healthcare paid search sector.
Health and beauty brands benefit from high brand loyalty, which drives above-average open rates. Automated flows (welcome sequences, post-consultation follow-ups) average 50.03%, making them the highest-performing email type for this sector. Brighton Bio Labs should prioritise automated sequences over broadcast campaigns.
CTR in health and beauty is relatively low for broadcast campaigns because the audience is browsing rather than transacting. Automated flow emails significantly outperform at 4.62% average CTR. For Brighton Bio Labs, a single clear CTA ("Book your consultation") with a strong visual will outperform multi-link emails.
Instagram engagement for beauty brands holds at approximately 3.9%, outperforming the all-industry median of 0.48%. Healthcare accounts on Instagram average 3.7%. TikTok leads at 4.6% for beauty. Brighton Bio Labs' before/after content and educational reels are well-suited to achieving above-average engagement, as visually demonstrable results consistently outperform generic promotional posts.
UK healthcare paid search achieves an average conversion rate of 4.89%, with top performers reaching 6.26%. For aesthetics clinics, landing page conversion rates of 5–12% are reported when the page is optimised for a single action. Brighton Bio Labs' consultation booking page should target 5% as a realistic initial benchmark, rising to 8–10% with A/B testing of the CTA and social proof elements.
UK healthcare Google Ads achieve an average CTR of 6.55%, well above the cross-industry average of approximately 3.5%. This reflects high intent searches in healthcare. Brighton Bio Labs' target keywords ("exosome hair treatment Brighton", "hair restoration Hove") are specific and high-intent, which should support a CTR at or above the industry average.
Health and wellness websites average a 59.44% bounce rate, slightly above the all-industry median of 60.78%. A bounce rate below 55% would place Brighton Bio Labs in the upper quartile for the sector. The primary drivers of high bounce rates in this sector are slow page load times and a mismatch between ad copy and landing page content. Ensuring the Google Ads landing page mirrors the ad message exactly is the single most effective way to reduce bounce rate.
Brighton Bio Labs operates in a high-intent, high-trust sector. The benchmarks confirm that email automations (welcome sequences, post-consultation follow-ups) significantly outperform broadcast campaigns, that Instagram engagement for healthcare and beauty brands is strong relative to other industries, and that UK healthcare paid search delivers above-average CTR. The priority for Month 1 is to establish baseline measurements across all five metrics so that performance can be tracked against these benchmarks from the outset.
DAY 9 | MODULE 4
Google Analytics 4: Setup and Reporting Plan
Day 9 covered Google Analytics 4 in depth, including account structure, event tracking, acquisition reports, filters, and comparisons. The following documents the recommended GA4 setup for Brighton Bio Labs and the key reports that should be monitored monthly.
Recommended GA4 Account Structure
| Level | Name | Purpose |
|---|---|---|
| Account | Brighton Bio Labs | Top-level account for all Brighton Bio Labs digital properties |
| Property | brightonhairrestore.com | Tracks all website activity across the main marketing and booking site |
| Data Stream (Web) | brightonhairrestore.com | Collects user events from the website via the GA4 tag |
| Data Stream (Future) | Brighton Bio Labs App (if developed) | Would connect via Firebase SDK if a booking app is created |
Key Events to Track
| Event Name | Trigger | Why It Matters |
|---|---|---|
| consultation_booking | User submits the consultation booking form | Primary conversion event; the most important metric for the business |
| page_view | Any page load (collected automatically) | Shows which pages attract the most traffic and where users drop off |
| scroll | User scrolls 90% of a page (collected automatically) | Indicates content engagement; high scroll depth on treatment pages signals intent |
| click (outbound) | User clicks a phone number, email, or WhatsApp link | Tracks offline conversion intent; important for a consultation-led business |
| lead_magnet_download | User downloads the free hair loss guide | Tracks top-of-funnel lead generation from the email capture form |
| video_complete | User watches a treatment explainer video to completion | High video completion correlates with consultation bookings |
Data Quality Setup
Add the Brighton Bio Labs clinic IP address to the Data Filter settings to exclude internal traffic. This prevents staff browsing the website from inflating session counts and distorting engagement metrics.
Set data retention to 14 months (the maximum available in GA4). This allows year-on-year comparisons in Explore reports. The Privacy Policy should be updated to reflect this retention period in line with GDPR.
If the booking system (e.g., Fresha, Cliniko) is on a separate domain, cross-domain tracking must be configured. Without it, GA4 will record the booking confirmation as a new session from the payment provider, not from the original traffic source.
Monthly Reporting Plan
| Report | GA4 Location | What to Review |
|---|---|---|
| Acquisition Overview | Reports > Acquisition > Traffic Acquisition | Which channels (Organic, Paid, Direct, Social) are driving the most sessions and which have the highest engagement rate |
| User Acquisition | Reports > Acquisition > User Acquisition | How new users are finding the site for the first time; critical for evaluating whether SEO and Google Ads are working |
| Engagement | Reports > Engagement > Pages and Screens | Which pages have the highest engagement time; the treatment page and consultation booking page should be the top two |
| Conversions | Reports > Engagement > Conversions | Total consultation_booking events per month; track against the monthly target |
| Realtime | Reports > Realtime | Check within 30 minutes of sending an email campaign or posting on social media to confirm traffic is being driven to the site |
GA4 Certification: The official Google Analytics 4 certification is available free via Google Skillshop at skillshop.docebosaas.com. Completing this certification demonstrates professional competency in GA4 and is a recommended next step following Day 9.
DAY 10 | MODULE 4
Google Ads Campaign Types
Day 10 covered the full range of Google Ads campaign types and how to select the right one based on business goals, audience intent, and available assets. The analysis below applies each campaign type to Brighton Bio Labs and identifies the recommended strategy.
Keyword targeting, Responsive Search Ads, ad extensions
Primary campaign type. Target 'exosome hair treatment Brighton', 'hair restoration Hove', 'PRP alternative Brighton'
Image/banner ads across 3M+ websites and apps
Retargeting visitors who viewed the treatment page but did not book
YouTube pre-roll, in-feed, and Shorts placements
Before/after treatment videos and protocol explainer content on YouTube
Product data feed; shows image, price, retailer name
Not applicable — Brighton Bio Labs is a service business, not e-commerce
AI-optimised placements and bids; requires strong creative assets
Suitable once Search campaigns are established and conversion data exists
Recommended Campaign Structure
| Campaign | Ad Group | Keywords | Landing Page |
|---|---|---|---|
| Hair Restoration Brighton | Exosome Treatment | exosome hair treatment Brighton, exosome hair restoration Hove, exosome scalp treatment | brightonhairrestore.com/treatment |
| Hair Restoration Brighton | PRP Alternative | PRP alternative Brighton, non-surgical hair restoration Brighton, stem cell hair treatment | brightonhairrestore.com/treatment |
| Hair Restoration Brighton | Hair Loss Consultation | hair loss consultation Brighton, trichologist Brighton, hair loss specialist Hove | brightonhairrestore.com/book |
Keyword Match Types
| Match Type | Example | When to Use |
|---|---|---|
| Broad Match | exosome hair treatment | Initial testing to discover search terms; monitor closely for irrelevant traffic |
| Phrase Match | "hair restoration Brighton" | Maintains phrase order; allows words before or after; recommended for most ad groups |
| Exact Match | [exosome hair treatment Brighton] | Tight control for highest-intent, highest-cost keywords |
Ad Rank and Quality Score: A high Quality Score reduces cost-per-click and improves ad position. For Brighton Bio Labs, the most important factor is landing page relevance. An ad for 'exosome hair treatment Brighton' must link to a page that prominently features exosome treatment, not a generic homepage. Ensuring ad copy and landing page content are tightly aligned is the single most effective way to improve Quality Score.
Task: Competitor Ad Analysis
The following analysis was completed as part of the Day 10 worksheet task. Four competitor searches were conducted across Brighton and Hove to identify which businesses are running paid search ads, what messaging they use, and what opportunities exist for Brighton Bio Labs.
PRP & Exosome Therapy Brighton | Thicker, Fuller Hair
Advanced regenerative treatment using stem cell-derived exosomes to stimulate dormant follicles. Book a consultation today.
CTA: Book a ConsultationClear benefit-led headline. Uses clinical language (stem cell-derived, regenerative) which builds trust. Mentions both PRP and Exosomes to capture broader search intent.
No price or offer mentioned. No urgency or differentiator. Description is generic and does not address the user's specific concern.
360 Hair Clinic Brighton | Hair Loss Treatment for Men & Women
Offering the most effective treatments to combat hair loss and thinning since 2012. To us you are more than just a number. Book today.
CTA: Book TodayStrong trust signal (since 2012). Addresses both men and women. The phrase 'more than just a number' adds a personal, human touch.
Headline does not include a strong keyword match for 'hair loss clinic'. No specific treatment mentioned. Could benefit from sitelink extensions.
Expert PRP Hair Restoration Brighton & Hove | Natural Results
Natural and non-surgical solution. Stimulates dormant hair follicles. Improves scalp health. Visible, measurable results. Safe for men and women.
CTA: Book a Free ConsultationKeyword-rich headline. 'Natural and non-surgical' directly matches search intent. Bullet-point style description is easy to scan. Free consultation CTA reduces barrier to entry.
No urgency or time-limited offer. Free consultation CTA may attract low-intent browsers rather than ready-to-book clients.
Hair Loss Treatment Experts in Hove | Non-Invasive Solutions
Call our clinic to arrange an appointment with one of our specialists. We like to chat over the phone to get to know you and your hair.
CTA: Call Our ClinicFriendly, conversational tone builds trust. 'Non-invasive' directly addresses a key concern for people avoiding surgery. Phone-first CTA works well for a local service.
No specific treatment mentioned. 'Call our clinic' is a high-friction CTA for someone still researching. No mention of price, offer, or differentiator.
Task: Keyword and Ad Group Planning
Two ad groups have been planned for Brighton Bio Labs' primary Search campaign. Each keyword is assigned a match type and search intent classification.
| Keyword | Match Type | Search Intent |
|---|---|---|
| exosome hair treatment Brighton | Phrase Match | Commercial / High Intent |
| exosome hair restoration Hove | Phrase Match | Commercial / High Intent |
| exosome scalp treatment Brighton | Broad Match | Informational / Commercial |
| stem cell hair treatment Brighton | Phrase Match | Commercial / High Intent |
| PRP alternative Brighton | Exact Match | Commercial / High Intent |
| non-surgical hair restoration Brighton | Phrase Match | Commercial / High Intent |
| hair follicle regeneration treatment | Phrase Match | Informational / Commercial |
| exosome therapy hair loss UK | Phrase Match | Commercial |
| stop hair miniaturisation Brighton | Phrase Match | Commercial / High Intent |
| pneumatic hair restoration Hove | Exact Match | Commercial / High Intent |
Negative keywords (Ad Group 1): hair extensions, wigs, toupee, turkey hair transplant, DIY, cheap, free, home remedy, shampoo, supplement, vitamin, Amazon, natural remedy, castor oil
| Keyword | Match Type | Search Intent |
|---|---|---|
| hair loss consultation Brighton | Exact Match | Commercial / High Intent |
| trichologist Brighton | Phrase Match | Commercial / High Intent |
| hair loss specialist Hove | Phrase Match | Commercial / High Intent |
| hair loss diagnosis Brighton | Phrase Match | Commercial / Informational |
| scalp analysis Brighton | Broad Match | Informational / Commercial |
| blood test for hair loss Brighton | Phrase Match | Commercial / High Intent |
| private blood test hair loss Brighton | Exact Match | Commercial / High Intent |
| why is my hair falling out | Phrase Match | Informational / Commercial |
| female hair loss treatment Brighton | Phrase Match | Commercial / High Intent |
Negative keywords (Ad Group 2): hair transplant, surgery, wigs, toupee, extensions, turkey, home remedy, DIY, cheap, free, NHS, GP, doctor referral, Amazon, Boots, castor oil, biotin
Task: A/B Ad Copy Creation (Refined — Sourdough Strategy)
Ad copy has been refined to lead with the problem (follicle soil health) rather than the treatment name. No competitor currently uses "Blood Diagnostics", "Pneumatic Delivery", or "Hair Miniaturisation" in their headlines — these are the gaps in the market. CTAs have been changed from transactional ("Book Now") to discovery-led ("Start My Audit", "Check My Status") to match the top-of-funnel search intent.
Stop Hair Miniaturisation (25 chars)
Pneumatic Signal Booster™ (25 chars)
Brighton Bio Labs — Hove HQ (27 chars)
Stop guessing why your hair is thinning. We target the follicle bulb with robotic precision. (92 chars)
Not a serum. Not surgery. A medical grade protocol to restart your hair growth cycle. (85 chars)
Leads with the problem ('Stop Hair Miniaturisation') rather than the treatment name. 'Pneumatic Signal Booster™' is a unique differentiator no competitor uses. Both descriptions address the user's frustration directly before introducing the solution.
Hair Loss Blood Diagnostics (27 chars)
Optimal vs Normal Ranges (24 chars)
Brighton Bio Labs — Hove HQ (27 chars)
Your GP says your bloods are 'Normal' but your hair is still falling out. Discover why. (87 chars)
Audit your follicle soil with our 7-marker clinical panel. Book your Hove HQ consultation. (90 chars)
Targets the user who has already been told by their GP that everything is fine but is still losing hair. 'Optimal vs Normal Ranges' is a powerful hook that no competitor addresses. 'Follicle soil' uses the Sourdough Strategy language to reinforce brand positioning.
Hair Loss Blood Diagnostics (27 chars)
Optimal vs Normal Ranges (24 chars)
Brighton Bio Labs Hove (22 chars)
Your GP says your bloods are 'Normal' but your hair is still falling out. Discover why. (87 chars)
Audit your follicle soil with our 7-marker clinical panel. Book your Hove HQ consultation. (90 chars)
Targets the user who has already sought medical advice but is still losing hair. 'Optimal vs Normal Ranges' is a clinically precise differentiator. 'View Follicle Report' positions the consultation as a diagnostic outcome, not a sales appointment.
Private Blood Test Hair Loss (28 chars)
Why Is Your Hair Falling Out? (29 chars)
Brighton Bio Labs — Hove HQ (27 chars)
We test 7 clinical markers your GP doesn't check. Ferritin, thyroid, androgens and more. (88 chars)
Diagnostic-led hair restoration. Not a guess. A clinical protocol tailored to your biology. (91 chars)
Leads with the specific service ('Private Blood Test') which matches the new Exact Match keyword. Lists the actual markers tested to build credibility. 'Not a guess' directly addresses the frustration of people who have tried other treatments without a proper diagnosis.
DAY 10 | MODULE 4
GA4 Explore Reports: Scenario Analysis
The Day 10 submission requires written analysis for three set scenarios using GA4 Explore reports. Each scenario below identifies the correct report type, the steps to build it, and how the findings would be used to improve Brighton Bio Labs' marketing performance.
Funnel Exploration visualises the sequential steps users take through a defined process. It shows the percentage of users who complete each step and where the largest drop-offs occur.
- 1.Navigate to Explore and select Funnel exploration
- 2.Define steps: Homepage > Treatment page > Booking page > consultation_booking event
- 3.Set date range to last 90 days
- 4.Add Breakdown by Device category to compare mobile vs desktop drop-off rates
If the largest drop-off is between the Treatment page and the Booking page, users are interested but not converting. The fix is a stronger CTA and social proof (testimonials, before/after images) directly above the booking button. If the drop-off is on the Booking page itself, the form has too many fields or lacks trust signals.
Free-Form Exploration allows full customisation of dimensions and metrics in a table format. It is the most flexible report type in GA4 and is ideal for cross-referencing a dimension (landing page) against a metric (conversions).
- 1.Navigate to Explore and select Free form
- 2.Add Landing page as a Dimension
- 3.Add Sessions, Key events (conversions), and Engagement rate as Metrics
- 4.Sort by Key events (descending) to show the highest-converting pages first
- 5.Optionally filter by medium (organic or cpc) to see which acquisition channels drive conversions from each page
Pages with high sessions but low key events should be reviewed and optimised with stronger CTAs and more compelling content. If the homepage has a high conversion rate, it suggests that direct navigation users (people who already know the brand) are the most likely to book.
Cohort Exploration groups users by a shared characteristic and tracks their behaviour over time. It is specifically designed to compare retention rates between different user groups.
- 1.Navigate to Explore and select Cohort exploration
- 2.Set Cohort inclusion to 'First touch'
- 3.Add two Segments: First user medium = 'email' vs First user medium = 'social'
- 4.Set Cohort granularity to Weekly and Metric to Retention rate
- 5.Review Week 1, Week 2, and Week 3 retention rates for each segment
If email-acquired users show higher retention, invest more in growing the email list through lead magnets and post-consultation follow-up sequences. If social-acquired users show comparable retention, increase posting frequency and consider a social retargeting campaign.
The largest drop-off occurs between the Homepage and the Treatment Page (88.5% abandonment). Only 11.5% of visitors progress to view services, suggesting the homepage is not effectively communicating Brighton Bio Labs' diagnostic-led positioning. Priority action: add a stronger above-the-fold CTA and a brief explainer of the Follicle Potential Report to reduce this gap.
/117 users/hair-quiz16 usersThe homepage is the dominant entry point with 117 direct users, confirming brand awareness is driving traffic. The Hair Quiz page (16 users) and Scalp Assessment (14 users) show that diagnostic-led content is attracting qualified visitors. With 85.8% of traffic on desktop, ad creatives and landing pages should be optimised for desktop-first, while ensuring mobile responsiveness for the remaining 14.2%.
The overlap between email and organic traffic is currently 0, meaning no users are being reached by both channels simultaneously. This confirms that Brighton Bio Labs' email list and organic search audience are entirely separate groups. Priority action: grow the email list through organic content (e.g. the Hair Growth Law Guide lead magnet) to create channel overlap and improve multi-touch retention.
The attribution model that relies on machine learning algorithms to assign credit across various touchpoints is Data-Driven (Option 3). It uses your account's actual conversion data to calculate the contribution of each click interaction, making it the most accurate model once sufficient conversion volume exists.
To customise metrics and dimensions in a table format in the Explore section, use Free form (Option 4). It provides a familiar crosstab layout and supports multiple visualisation styles including bar charts, pie charts, line charts, scatter plots, and geo maps.
MODULE 4 | BOOTCAMP OUTCOME
Before & After: Website Performance
This section documents the measurable transformation of Brighton Bio Labs' digital presence — from a clinic with an untracked website and no marketing infrastructure, to a fully operational multi-channel marketing system. The results below are real, not projected.
One video. 235,000 views.
A single Instagram video produced after the bootcamp went viral, demonstrating that the content strategy — educational, authentic, and clinically credible — resonates at scale with the target audience.
Live Stats: First 28 Days
Full Digital Transformation: What Was Built
The main website at brighton-biolabs.co.uk was completely rebuilt with a professional design, clear treatment pages, consultation booking flow, and mobile-optimised layout.
A standalone conversion-focused landing page built at brightonhairrestore.com for paid ads and the Hair Growth Law Guide lead magnet, with a single CTA and no navigation distractions.
Cover images across the Instagram grid were redesigned with consistent brand colours, typography, and visual identity — creating a professional, cohesive first impression for new profile visitors.
Multiple chat automation flows created to handle common enquiries, qualify leads, and route potential patients to the right information or booking link — reducing manual response time.
Full email automation sequence built in Brevo (formerly Sendinblue): welcome email, educational nurture sequence, and consultation follow-up — all triggered automatically from the lead magnet opt-in.
GA4 installed on the main website with funnel tracking, channel attribution, and three Explore reports live. First 28 days: 409 active users tracked with full source and device breakdown.
From zero infrastructure to a fully operational marketing system
In 11 days, Brighton Bio Labs went from having no tracking, no automation, and no measurable digital presence to a complete multi-channel marketing system — with a viral video proving the content strategy works at scale. The 1,048 shares on a single video is not luck; it is the result of applying the educational, clinically credible content framework developed during the bootcamp.
BOOTCAMP OUTCOME | WEBSITE BUILD
Website Case Study: Brighton Bio Labs
I rebuilt the entire Brighton Bio Labs digital presence from scratch. I designed and launched a fully optimised, multi-page website covering all my services, two lead magnet funnels, email automation via Brevo, and GA4 tracking. Every page below was built and published by me during the bootcamp.
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What I built in 11 days
MODULE 4: MONITORING PERFORMANCE
Performance Tracking
Primary KPIs
Primary KPI 1: Quiz / Assessment Completion Rate. The Instagram quiz (low friction, top-of-funnel) and the Follicle Potential Assessment (high intent, Google) are the two main entry points. Tracking completion rate for both tells us whether the messaging is resonating before anyone has spent money on ads.
Primary KPI 2: Blood Test Bookings. A blood test booking is the clearest signal of high-intent conversion. It means the client has moved from awareness to clinical commitment. Tracking this separately from general consultation bookings allows us to measure the effectiveness of the diagnostic-first positioning.
Channel Strategy Note: The Quiz on Instagram (low friction, discovery-led) and the Assessment / Audit on Google (high intent, diagnostic-led) are intentionally different entry points for different stages of the funnel. This is advanced channel-specific strategy: Instagram captures people who are curious, Google captures people who are ready to invest.
Key Metrics & Targets
Monthly Review Checklist
| Review Item | Action if Underperforming |
|---|---|
| Email open rate below 20% | A/B test new subject lines; clean inactive subscribers |
| PPC CTR below 3% | Revise headlines; test new ad variations |
| Landing page bounce rate above 70% | Review page load speed; improve above-fold content |
| Cost per lead above £30 | Tighten keyword match types; add negative keywords |
| Consultation bookings below target | Activate March 20% offer more prominently; increase retargeting budget |
MODULE 3: SUBMISSION CHECKLIST
Submission Checklist
All Day 7 bootcamp deliverables are complete. I have completed every item below and it is presented in full within this portfolio.
Ready to launch?
All campaigns are ready to activate. The landing page is live and optimised for conversion. Start with the email campaign and Google Ads simultaneously for maximum impact during the March 20% offer window.
View the Landing PageDAY 11 | MODULE 4
Looker Studio: Branded Marketing Dashboard
Day 11 introduces Looker Studio, Google's free data visualisation tool that connects directly to GA4 and transforms raw analytics data into branded, interactive dashboards. The submission task requires a custom report containing eight specific elements: logo, report title, date range, total views, returning traffic, source, device, and age. The step-by-step guide below documents how to build this report for Brighton Bio Labs.
Required Report Elements
Sessions metric from GA4 — shows overall website traffic volume for the selected date range.
Calculated field: Users minus New Users. Formula in Looker Studio: SUM(Users) - SUM(New Users). Shows loyalty and repeat engagement.
Session default channel group — breaks down whether visitors came from Organic Search, Direct, Paid Search, Social, Email, or Referral.
Device category dimension — splits traffic into Desktop, Mobile, and Tablet. Critical for optimising ad creatives and landing page layouts.
User age bracket from Google Signals — requires Demographics enabled in GA4. Shows whether the 35–55 target demographic is being reached.
Interactive date range selector — allows the report viewer to filter all charts by any custom period without editing the report.
Step-by-Step Build Guide
Go to lookerstudio.google.com and click Blank Report. Name it 'Brighton Bio Labs — Marketing Performance Dashboard'.
lookerstudio.google.com →Click 'Add data' and select Google Analytics. Choose the Brighton Bio Labs Website property (GA4 | 529529619). Click Add.
Use Insert > Image to upload the Brighton Bio Labs logo. Use Insert > Text to add the report title in Cormorant Garamond or a similar serif font. Set background colour to #1B3C3A (Deep Dark Teal).
Insert > Date range control. Place it in the top right. This makes the report interactive — viewers can filter by any period.
Insert > Scorecard. Set metric to Sessions for Total Views. For Returning Traffic, create a Calculated Field: SUM(Users) - SUM(New Users). Style with brand colours.
Insert > Bar chart. Set Dimension to Session default channel group. Set Metric to Sessions. This shows which channels are driving traffic.
Insert > Pie chart. Set Dimension to Device category. Set Metric to Sessions. Shows desktop vs mobile vs tablet split.
Insert > Bar chart. Set Dimension to Age. Set Metric to Users. Note: requires Google Signals to be enabled in GA4 Admin > Data Settings > Data Collection.
Set report background to #1B3C3A or #F8F6F2. Use #D94040 (Red) for chart accent colours. Use #8AAFA5 (Sage Green) for secondary elements. Add botanical overlay image as a watermark at low opacity.
Click Share > Manage access and set to 'Anyone with the link can view'. Take a full-screen screenshot of the completed dashboard for your Smart Assessor submission.
Returning Traffic Formula
GA4 does not expose a native 'Returning Users' metric in Looker Studio. To create it: in your report, click Resource > Manage added data sources > Edit > Add a field. Name it 'Returning Users' and enter the formula above. This calculated field will then be available as a metric in any chart or scorecard.
The Day 11 Smart Assessor submission requires a screenshot of the completed Looker Studio report. Once built, take a full-screen screenshot showing all eight required elements visible on screen, and upload it to Smart Assessor. Share the Looker Studio report link with your trainer if requested.
DAY 11 | MODULE 4
Google Analytics 4 Certification
The Google Analytics 4 Certification is a free professional qualification available via Google Skillshop. It demonstrates competency in GA4 to employers and clients and is a recommended next step following completion of the bootcamp. The exam does not need to be taken during the bootcamp itself — it can be attempted at any point after the course.
Exam Overview
Key Study Topics
Account > Property > Data Stream hierarchy; difference between UA and GA4
Automatically collected events, enhanced measurement events, recommended events, and custom events
How to mark events as Key Events; the difference between events and conversions in GA4
Funnel Exploration, Free-Form, Cohort, Segment Overlap — when to use each
Last click, first click, linear, time decay, data-driven — how credit is assigned across touchpoints
How to create and publish audiences to Google Ads for remarketing
Internal traffic filters, cross-domain tracking, data retention settings
Connecting GA4 as a data source; calculated fields; date range controls
The certification is available free at Google Skillshop. Log in with your Google account, search for 'Google Analytics Certification', and click Start Assessment when ready.
Go to Google Skillshop →- 1.Complete the free GA4 course on Skillshop before attempting the exam
- 2.Review all Explore report types — these appear frequently in the exam
- 3.Know the difference between events, key events, and conversions
- 4.Do not end the exam early — unanswered questions count as incorrect
- 5.If you fail, wait 24 hours before retaking
DAY 4 | MODULE 1
Social Media Audit
I audited my Instagram and Facebook accounts to understand where I was starting from. I assessed profile completeness, content quality, posting frequency, engagement rates, and how well each platform reflected my clinical brand positioning.
Live Implementation: Instagram @brighton_biolabs
The following screenshots show the Brighton Bio Labs Instagram profile after implementing the bootcamp strategy. The Professional Dashboard confirms 244.3K views in the last 30 days, with 312 followers and 60 posts. The grid refresh introduced consistent brand covers, educational content series, and a clear visual identity.
Profile — 244.3K views
Grid — top posts
Grid — educational series
Grid — brand consistency
Audit Recommendations