Pucca DianaBrand identity · Web · Instagram · SEO & GEO · Makeup artist & academy
From zero to a hundred.
Sixteen years of work, and none of it findable on Google, because it all lived in an Instagram feed. Alkeme Design rebranded Pucca Diana, a makeup artist and academy in Bacau, and built the website and the Instagram grid as one system, with the search and entity work that turned it into rankings. Twelve days from nothing to live.
The problem
Pucca Diana had sixteen years behind her, a full book in Bacau and her own academy. What she had online was an Instagram account and a logo. That was the whole estate. No website, so nothing was searchable, and a bride typing "machiaj mireasa Bacau" found schools and salons instead, while the pages ranking above her barely mentioned bridal work at all. The work was there. The place to find it was not.
The concept
We gave the brand a place of its own and then made it findable. The site is a film you scroll through: twelve chapters wide, opening on a monogram that draws itself and fills with her pink before the first frame lands. Under the film sits the unglamorous half of the job, the half that decides whether anyone arrives: bilingual pages written for the searches people actually type, structured data, a Google Business profile, and a dashboard that tells her which of it is working.
The website
A horizontal film in twelve chapters, with an intro where the P monogram draws itself and fills with the brand pink, and a spotlight on the cover title that follows the cursor. Romanian and English, seventy four pages, built as static files so it loads fast on a phone in a salon.
Phone first, not phone last
On a phone the horizontal film becomes a natural vertical scroll. Most of her clients arrive from Instagram on a phone, so the mobile version is a different mechanic carrying the same content, not a shrunken desktop.
Brand identity
A new mark to replace the old one, drawn as one system: solid and line, positive and negative, plus the standalone monogram. It had to work as a drawn animation in the site intro, as a favicon, and printed on a business card, so it was designed for all of them at once. The rebrand also settled the name: the Instagram and Facebook handles were moved onto puccadiana.ro so the brand, the domain and the profiles are one string instead of three.
Two-sided business cards with a QR straight to the profile, plus a festival flyer, artwork set up print-ready.
The Instagram grid
The feed rebuilt as one system, not eighteen separate posts. Every tile carries its category in the corner, Glitter, Opal, Clean glam, Editorial, Bridal, Smokey, Anti-aging, and typographic cards break the run of portraits so the grid reads as a magazine rather than a camera roll. The handle on the profile is the rebrand: puccadiana.ro, the same string as the domain.
Posts built for search
A four-slide carousel that turns a real five star Google review into a post, plus twenty two images renamed, tagged and captioned for search before they were ever published. The feed and the site say the same thing in the same voice.
What we did
MarketBacau, Romania
- Brand identity & logo system
- Print: business cards & festival flyer
- Bilingual website, 75 pages
- Cinematic intro & sound
- Copywriting: 20 journal articles, RO and EN
- 12 service landing pages
- Interactive service quiz
- Newsletter: signup, welcome email, signed unsubscribe
- Article reactions & an ask-me form on every article
- Legal pages & GDPR cookie consent
- Instagram grid & carousel system
- Google Ads: Performance Max campaigns & creative
- 22 photos renamed & tagged with full metadata
- SEO & GEO: structured data, sitemaps, hreflang
- Entity & online presence: Google Business, Bing, IndexNow
- Keyword visibility tracking
- Analytics dashboard: seven platforms on one page
- Hosting, domain & deployment
- Performance: 100 on desktop
BWI 3-in-1 Brand System →
Brand, website and Instagram delivered together, in twelve days.
Brand Identity →
A new mark in solid and line, positive and negative, plus the print it had to survive.
Web Design →
Seventy five pages. A cinematic film on desktop, a natural scroll on a phone.
Instagram Grid →
Eighteen tiles designed as one system, with a carousel built from a real review.
SEO & GEO →
From zero impressions to position one for machiaj Bacau, in the second week.
AI Search & Entity Visibility →
Google Business, Bing and structured data, with one handle across every profile.
Custom Tools →
A private analytics dashboard, a newsletter system, article reactions and an ask-me form. All built from scratch.
Ad Creative →
Scroll-stopping paid social & display creative.
Copywriting →
Words that sound like you and make people act.
Questions we get
How do I know if my business is invisible on Google?
Search your own service plus your town, the way a client would, and look at who comes up. If your competitors are there and you are not, you are invisible, however good the work is. Pucca Diana had sixteen years of it and, through June and July, Google recorded zero impressions for her domain, because there was nothing to rank.
All my work is on Instagram. Do I still need a website?
Yes, because Instagram is not searchable. A feed cannot answer someone typing your service and your town into Google. The website turns the same work into pages that can, and the feed keeps feeding it. That is why we build brand, website and Instagram together rather than one at a time.
How long does it take to rank after a new site goes live?
Faster than most people expect for local searches, if the groundwork is there. Pucca Diana launched on 22 August. In the first week she sat at position ten for machiaj Bacau. In the second week she was at position one. National, broader terms take much longer, and we say so rather than promising them.
What does a makeup artist actually need online?
A place of her own that ranks, and a feed that feeds it. For Pucca Diana that meant identity and print, a bilingual website built around the six services she really sells, an Instagram system, and the local search work that makes a Bacau bride find her instead of a school.
Why build a website if the work already lives on Instagram?
Because Instagram is not searchable. Sixteen years of bridal work sat in a feed nobody could find on Google. The website turns that work into pages that answer the questions people type, and the feed keeps sending people to it.
Do you handle Google Business and local search as well?
Yes. We set up and ran the Google Business profile, Bing, structured data, sitemaps and indexing, and tracked keyword visibility. The local pack is where a bride actually chooses, so it is not an afterthought.
Can you build the brand, the website and the Instagram as one system?
Yes, that is the BWI 3-in-1 Brand System, and Pucca Diana is what it looks like end to end. Kickoff on 15 August, site live on the 22nd, Google Search Console verified on the 25th, Instagram grid out on the 27th. Twelve days, one supplier, so the monogram in the intro, the business card, the site and the carousel are the same brand instead of three companies guessing at each other.
Do you build reporting for a client this size?
We built her a private dashboard that pulls Search Console, Google Business, Bing, Analytics, Cloudflare and the social accounts into one page, and archives the numbers daily, because most of those platforms forget their own history within months.
How do you know any of it worked?
Because it is measured. Indexed pages, position in the local pack, direction requests from Google Business and page speed are all numbers we can show, and they are in the result below.
Decisions, and why
The intro is skipped on a phone
The site opens with the monogram drawing itself and filling with her pink, and it is the best thirty seconds on the site. On a phone we skip it entirely, because the numbers said so: mobile sessions were averaging 1.6 pages against 6.8 on desktop, and an intro that asks for a tap before anything appears was the reason. The effect stays where it earns its keep and gets out of the way where it costs.
The horizontal film becomes a vertical scroll
On desktop the site is a film you scroll sideways through twelve chapters. On a phone that mechanic fights the thumb, so the same content stacks and scrolls normally. It is not a responsive shrink, it is a different mechanic carrying the same story, because almost every client arrives from Instagram on a phone.
Reactions count real readers separately
Every article has seven reactions, one per reader, changeable. Behind them sit two columns: the real ones, and a small number we seeded at launch so articles would not look abandoned on day one. The dashboard reads only the real column. If we had merged them, we would never again know which article actually lands.
Questions stay private until she decides
Under every article there is an ask-me form. The question does not appear on the site. It is stored and emailed to Diana so she can answer on WhatsApp, the way her clients actually talk to her, and she chooses later whether the question and answer are worth publishing. A public comment box would have given her moderation work she never asked for.
A quiz instead of six pages of reading
Someone who does not know whether she needs bridal, event or the academy will not read six service pages to find out. The quiz asks a few questions and sends her to the right one, which is also the page built to rank for what she would have typed.
One page where she sees everything
We built her a private dashboard on her own domain: one password-protected page where she follows every number in one place. What people search to find her and where she sits for it, what they click, what the Google Business profile produces, how the social accounts move, how fast the site loads. Progress or decline, on one screen, instead of six logins she would never make. It refreshes itself twice a day and archives every reading, because Search Console keeps sixteen months, Clarity forgets in three days, the AI crawler log in eight, and Google Business gives exactly six. A year from now there is a history to compare against, instead of whatever each platform still happens to remember.
Zero to a hundred
- 15 AugustKickoff. The whole brand is one Instagram account and one logo. Both get rebuilt, and the handle is unified so the name, the domain and the profiles finally read the same: puccadiana.ro.
- 20 AugustThe site is built and deployed, and the domain is connected the same day.
- 21 AugustMobile pass. The horizontal film becomes a natural vertical scroll on a phone, because that is where almost every client arrives from.
- 22 AugustLaunch. Seventy four pages live in Romanian and English, indexable, sitemap submitted the same day.
- 25 AugustGoogle Search Console verified, analytics and heatmaps running, so the launch is measured and not guessed at.
- 27 AugustTwenty two photos renamed, tagged and captioned for search, and the Instagram grid goes out built on them. Brand, web and Instagram are now one system.
- 4 SeptemberSecond week closes. Machiaj Bacau has moved from position ten to position one, makeup Bacau to position one, impressions from 170 to 332 and clicks from two to fifteen.
- 7 SeptemberGoogle PageSpeed scores the site a hundred on desktop, on all four checks: performance, accessibility, best practices and SEO. Ninety on mobile.
The result
Zero is not a figure of speech here. Through June and July, Google recorded zero impressions and zero clicks for the domain, because there was nothing to rank. The site went live on 22 August and took 42 impressions on its first day. Week one: 170 impressions across 11 different searches, sitting at position ten for machiaj Bacau. Week two: 332 impressions across 24 searches, clicks up from two to fifteen, and machiaj Bacau at position one, makeup Bacau at position one. Three weeks in, Google PageSpeed scores the site a straight hundred on desktop, on all four of its checks, and ninety on mobile, and 66 of the 74 pages are indexed. Rebranding, a website and an Instagram grid on their own would not have done that. The search and entity work is what turned them into positions. Two months later the AI side shows in the logs. Between 19 August and 11 October 2026, assistants opened pages of the site 91 times to answer a question somebody had asked them, through ChatGPT-User, Claude-User and Perplexity-User, double the previous period. Six of the 23 AI models tracked now read the site, AI crawlers account for two percent of all server traffic, and ChatGPT sent 12 visits from 9 different people. Google AI Overviews still show nothing for the site, so the citations come from the assistants, not from search.
More work
Want work like this?
Tell us about your brand and what you need. We reply personally.
Start a project →