Built a voice of customer tool for my first client!

The client owns a facial salon. She mentioned bookings had been flat for a while. She runs facebook and instagram ads, but the conversion is dropping and it's been hard to bring in new business.

I asked her a few questions and at some point asked if she'd been reading her reviews. She said yeah, sometimes, but not in a while. So I pulled up her Google reviews and she had over 300 of them.

Over the weekend, I used Apify, and Claude Code to build a tool that scraped the Google Reviews, and analyzed them to pull out recurring themes.

When I showed her the output, the thing that stood out most was the language her customers were using. Her booking page described her signature facial as a "relaxing treatment," (a nice to have). Her customers were writing things like "restorative" and "actually fixed my skin," (a treatment that solved a problem).

There was also an add-on that kept coming up in reviews as worth it, and she'd never offered it as a standalone.

I suggested she try updating the pricing and tweaking some of the copy to match the words her customers had already used.

She thought about it for a few days, worried that existing customers might be confused. Eventually she made the changes. Packaged the add-on separately and updated some of the copy.

New customers started converting better after that. Some lapsed customers came back for the add-on specifically. Bookings went up 18%.

Not a massive revenue story, but it was a good first project and she was happy with it.

Happy to share how I built it if anyone's curious.