The Objective:

European Wax Center needed to increase the amount of online reservations generated through Google's organic search results.

The Solution


LSM audited European Wax Center’s location microsites and Google My Business listings. The audit revealed multiple opportunities for improvement.


LSM's optimization included such tasks as cleaning up 404 errors, updating canonical tags, adding unique, localized content onto centers’ microsites and ‘Google My Business listings,' creating and publishing Google Posts focused on promoting seasonal offers, updating the 'services,' 'primary category,' and 'secondary categories' listed on centers' Google My Business listings.


LSM tracked and measured key performance metrics such as ‘booked appointments,' driving directions,’ ‘phone calls,’ ‘website clicks,’ ‘map views’ and ‘search views’ at a national, regional, and individual-center level.

Hear From The Client

  • “Given LSM’s track record and openness to two-way dialogue, we’re confident in their ability to continually find ways of increasing the amount of business generated organically from our website”

    Sherry Baker

    President of Marketing & Product Development, European Wax Center



increase in discovery searches


increase in website actions


increase in organic, microsite-generated reservations

Discover what we can achieve together.

You’ll never look back.

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