Case Study

Amour Tattoo

From scattered tools to one integrated platform — bookings, payments, portfolio, and CRM in a single site

Amour Tattoo operates from Seventy Two Street Tattoo in Hull, specialising in blackwork, gothic, and custom tattoo designs. The artist came to me with a problem that's painfully common for independent creatives: everything was separate.

A basic website that didn't bring in work. A third-party booking app that didn't talk to anything else. Payment links sent manually. Client details scattered across DMs, emails, and notebooks. No automated confirmations. No deposit tracking. No way to manage the schedule without switching between three different apps.

They needed everything in one place — and they needed it to look as good as the work.

The Problem: Everything Was Separate

Before HD CMS, the workflow looked like this:

Bookings: A separate booking app that charged monthly, didn't match her brand, and had no connection to her website. Clients had to leave the site to book, then come back to browse. Every extra step lost potential clients.

Payments: Deposit links sent manually via DM or email. No automated tracking. No way to know at a glance who'd paid and who hadn't. Chasing deposits was eating into time she should've been tattooing.

Client Management: Details lived in Instagram DMs, email threads, and scribbled notes. Reference images sent by clients were saved in camera rolls with no organisation. When a client came in for their appointment, finding their original brief meant scrolling through months of messages.

The Website: A basic site that served as little more than a digital business card. No portfolio that did her work justice. No service pages explaining what she offered. No way for potential clients to see her style and book directly.

Emails: No automated confirmations, no reminders, no follow-ups. Everything was manual — and things got missed.

The Solution: Everything in One Place

I built Amour Tattoo on HD CMS with the full platform — website, bookings, payments, CRM, and automated emails all integrated from day one.

What's Included

Integrated Booking System

4 bookable services with 4-hour session slots, custom intake form with reference image uploads, and configurable schedule with date overrides.

Stripe Deposit Payments

Automated deposit collection at time of booking via Stripe. No more chasing payments — deposits are taken before the appointment is confirmed.

Automated Email System

6 custom branded emails — booking confirmations, day-before reminders, day-of reminders, cancellation notices, booking links, and enquiry auto-replies.

Portfolio & Gallery

Dedicated portfolio page with categorised gallery showing blackwork, fine line, and custom pieces. The work speaks for itself.

Shop Integration

Gift vouchers, art prints, and sticker packs alongside the main bookable services.

Client Management

Every booking, enquiry, and payment linked to a client record. No more digging through DMs. Reference images stored with the booking.

The Booking Flow

1. Choose a Service. Flash tattoo, small-medium custom, large custom, or full-day session — each with its own deposit amount.

2. Pick a Date & Time. Real availability based on the artist's schedule. Tuesday to Saturday, 10am-5pm, with specific dates blocked out.

3. Fill in the Intake Form. A custom 9-field form captures design description, placement, size, reference images, and consent.

4. Pay the Deposit. Stripe handles payment. No confirmation without deposit — no more no-shows.

5. Automatic Confirmation & Reminders. Branded emails for confirmation, day-before, and day-of. Zero manual follow-up.

The Design

Dark, bold, and gothic — designed to match the Amour Tattoo aesthetic. Dark backgrounds with high-contrast typography let the tattoo work take centre stage.

Every page has a clear purpose. Service pages for Blackwork, Fine Line, and Custom link directly to booking. The portfolio showcases the best work. The "Book Now" button is always visible.

SEO-optimised service pages target local search terms: "blackwork tattoo Hull", "fine line tattoo Hull", "custom tattoo artist Hull". Each with unique content — not duplicated text with keywords swapped.

The Shop

Alongside the main bookable services, the site includes a full shop — gift vouchers, art prints, and sticker packs. All managed from the same CMS admin panel, all with Stripe checkout.

Gift vouchers are the biggest seller outside of bookings. Having them available on the site with instant Stripe payment — rather than DMs and bank transfers — turned a manual process into passive income.

The Blog

A built-in blog provides a space to share process shots, finished pieces, and studio updates. Each post is optimised for search with proper meta titles, descriptions, and featured images.

Blog content keeps the site fresh for Google and gives returning visitors a reason to come back — building the kind of long-term SEO equity that social media can't provide.

The Backend

Behind the scenes, everything is managed from a single dashboard. Bookings with calendar view, customer records, order history, and content management — all in one place.

Date overrides allow blocking out holidays and events. The schedule is configurable per day. And the booking calendar shows everything at a glance — no more cross-referencing three different apps.

The Email System

One of the most impactful changes was moving from zero automated emails to a full branded email system. Every email clients receive is custom-designed with the Amour Tattoo branding — logo, colours, signature, studio address, and links to terms and FAQs.

6 automated emails:

Booking Confirmed — appointment details, rescheduling policy, what to expect
Reminder: Day Before — gentle nudge with date, time, and location
Reminder: Day Of — morning reminder with time and address
Booking Cancelled — cancellation details with reason and rebooking info
Booking Link — sent when a custom booking link is created for a client
Enquiry Auto-Reply — instant acknowledgement when someone fills in the contact form

All sent from [email protected] via Mailgun — no "[email protected]" addresses. Professional, branded, and automatic.

The result: fewer no-shows, fewer "what time was my appointment?" messages, and a professional impression before the client even walks through the door.

The Results

Everything Integrated

Website, bookings, payments, CRM, and emails all in one platform — no more switching between apps

Fully Automated

From booking to deposit to confirmation to reminders — zero manual steps in the client journey

Time Saved

No more chasing deposits, copying details from DMs, or manually sending confirmation messages

Bespoke Design

Dark, gothic aesthetic that matches the Amour Tattoo brand — not a template shared with thousands of other sites

Local SEO

Service-specific pages targeting Hull search terms — blackwork, fine line, custom tattoo, tattoo artist Hull

Lower Costs

The entire platform — website, bookings, CRM, emails, hosting, SSL, support — for less than what most booking apps charge alone

Want the Same for Your Business?

Whether you're a tattoo artist, salon, or any service business running on scattered tools — I can bring it all together in one site. Let's talk.

Get in Touch

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