What We Built
for Fresh By Prince.

Before we started, Prince's online presence was a Square subdomain he didn't own, on a platform he didn't control, with no copy, no SEO, and no story. A 5.0 rating on Google with 82 reviews. Completely invisible.

That gap — between what a business deserves online and what it actually has — is the only thing we look for. Prince had it. We closed it.

Here is a full account of what we built, how it works, and what it does for the business.

Where he was. Where he is now.

What we delivered. Every piece of it.

Prince needed more than a better-looking site. He needed infrastructure. A platform he owns. A booking flow that converts. A foundation that compounds over time.

• 01
  Custom domain — freshbyprince.com.au

  His brand. His URL. No platform can remove it, rebrand it, or shut it down.
• 02
  Astro v5 static site on Netlify CDN

  Pure HTML output. No JavaScript overhead. Loads in under a second. Google can crawl every word.
• 03
  Booking system with Square Payments API

  Per-service booking pages (/book/haircut, /book/beard-clean-up, and more) with Square Payments wired in. Client books. Client pays. Prince gets notified. No third-party scheduler fees.
• 04
  Full local SEO stack

  Title tag leads with "Surry Hills Barber." ICBM geo coordinates, geo.position, geo.region (AU-NSW), geo.placename (Surry Hills). Canonical URL. Robots directive. Googlebot instruction. Author and publisher tags.
• 05
  Open Graph and Twitter Card

  1200x630 OG image. When anyone shares this site on any platform, it unfurls as a premium card — not a raw link.
• 06
  The Cut Book

  A built-in blog. Notes from the chair. Content Prince owns — not Instagram, not Square. Each post is a new keyword surface and an active-business signal to Google.
• 07
  Self-edit CMS panel

  Prince can update hours, add Cut Book posts, and manage images without touching code. He does not need us for routine changes.
• 08
  Netlify image CDN

  Every image served at the right size for the device. On-demand resize and compression. No layout shift. No wasted data.

How the Square Payments integration works.

Most barbershop booking tools are third-party schedulers with monthly fees, limited branding, and data the business never sees. We built differently.

The booking system is native to the site. Each service has its own deep-linked page. When a client lands on /book/haircut, they see the service, the duration (45 min), the price ($80), and the payment prompt. Square Payments handles the transaction. Prince receives the booking confirmation. The client receives a receipt.

The CTA is wired into every section of the site. Nav. Hero. Each service card. Footer. At no point is a visitor more than one click from a booking entry point.

What Prince walked in with.

We did not build the reputation. Prince did that in two years. We built the infrastructure to make it visible.

"Michelangelo of fades. I've been going for two years and I'm not switching." That review existed regardless of what website Prince had. What was missing was the infrastructure to put it in front of the next person searching "barber Surry Hills."

Why this is the only way we build.

Prince is a Samoan-Korean barber out of Los Angeles. He moved to Sydney, spent years cutting under other people's names, and opened his own shop on Devonshire Street in 2025. A year in, his Google rating was a perfect 5.0. His clients followed him from shop to shop — some drove an hour.

He was invisible online. Not because the business was weak. Because the platform he was on had no interest in making him visible. Square built a tool to process his payments. We built a property to grow his business.

The difference is ownership. A Square subdomain is rented ground. freshbyprince.com.au is his. The code is his. The content is his. The booking data is his. When he adds a post to the Cut Book, the SEO benefit goes to his domain — not to a platform using his content to sell ads.