I found Eternal Muse Hair on a desperate search to find a way to style my hair without creating even more damage. That month I had to cut over a foot off my hair from heat damage, so I was determined to find something new to use. Their company popped up on my TikTok and I ended up ordering their product after watching just two videos.
It was easy to see how Eternal Muse Hair was changing how women can achieve a polished look without damage. With their Zero Heat Set, I personally achieved gorgeous curls with no heat damage and cut in half my hair routine. However, I was disappointed when I first received the product. I initially hated the results, but quickly learned that I was just using the product wrong.
This viral UK company from TikTok with a following of 43.7K and totaling over 1.4M likes has a phenomenal product. Exposure, as they have, helps Eternal Muse move products at a fast rate and answer fan questions. But the downside to viral fame is their website left me with so many styling questions. Since most of their clientele came from TikTok, they didn’t have a way to explain the product to customers that found them through a Google search or were searching their website.
They Need a Tutorial Section
Eternal Muse’s viral TikTok answers questions and gives little tutorials, but that information isn’t linked on the website and it took some serious stalking to find on the account. They do have a nice FAQ page, but it didn’t cover how to use the Zero Heat Set, and as a new customer, I was lost. I thought it would be wise to add a tutorial page on the website that links to specific TikToks showcasing how to use the Zero Heat Set.
Here is the layout of their current website and the page I added to the navigation bar.
Tutorial Page Content
The new page I created on the website went into the steps of using the hair product and how to achieve different hairstyles. I turned to social media to find commonly expressed concerns about using the Zero Heat Set.
As I dug deep into their social pages and got a read on frequently asked styling questions, four main categories were apparent.
- Rod Placement
- How-To Wear the Zero Heat Set
- Beachy Waves
- Bouncy Curls
Once I recognized what would be a value to cover, I found TikToks explaining each category thoroughly. Then I dug through their website and tagged photos on Instagram to find cover photos for my categories (see image).
Then I turned those videos I found from their TikTok into written tutorials. This method made sure that the mini-tutorials matched the companies voice. Since I’m a very visual person I included a link to the original TikTok at the bottom of each box for extra context.
This way you get a picture, instructions, and a visual tutorial making the website accessible to individuals with different learning styles.
TikTok’s I linked on the Tutorial Page:
Easily Accessible Social Links
On the Eternal Muse website, the only social platform they have linked is Instagram and the link for it is a small icon at the bottom of the home page. Given that they got their exposure from social media success, I think they should be capitalizing on this more. In the mock-up I created I put Instagram and TikTok at the top of the navigation bar, so it was easy to find on the home screen and stayed present no matter what page you were on.
Easy to navigate and understand websites are game-changers for sales. Adding landing pages for Tutorials, events, recent socials and more are great value adds for companies! Using both Wix and Squarespace to create the mock-up website opened my eyes to how many options you have for customizing your website.
Key Take-Aways
- Creating new page ideas is simple if you work backward from the problem. Is clientele not understanding something? Why don’t they? How can a make them aware before they get confused? How can I eliminate the problem before it ever happens?
- Both Wix and Squarespace offer a ton of base layouts you can customize of hundreds of different pages. It is actually really fun to edit and experiment with website creation.
- TikTok is the fastest growing social platform, and incorporating it into marketing and sales is imperative. Learning how to navigate a company page and find targeted issues is enjoyable and valuable.
- Moving forward with Eternal Muse Hair I’d love to see them expand their customer education process to eliminate Customer Care issues.
Taking a critical look at how things are run and why issues are created helped me to realize that even the strongest companies still need teams and new eyes on projects.
Grace Gurley 