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MELBOURNE
Warehouse 11/28 Down St, Collingwood VIC 3066
Bringing Leads Into Your Story: Our Work with Victims of Ink
Established in 2009 in Port Melbourne, Victims of Ink has built its reputation on delivering not just tattoos, but authentic, personal experiences. Their belief in connecting the art with the client is reflected in everything they do, including their website. This focus on transparency and connection provides valuable insights for businesses beyond the tattoo industry, showing how a website can be used to build trust, create meaningful experiences, and reflect a brand’s core values.
The Challenge
For Victims of Ink, the ideal website isn’t just a portfolio—it’s an extension of the studio itself, offering visitors a glimpse into the experience they’ll have when they walk through the door. Getting a tattoo is a deeply personal decision for customers, and it’s not easy to reverse. So, immersing them in the process as closely as possible before making the decision is crucial. During this revisit, we revamped the website by focusing on SEO re-optimisation, specifically targeting localised keywords, and introducing an automated artist profile setup. This new feature allows Victims of Ink to easily create new artist pages without starting from scratch each time, maintaining a consistent layout while saving valuable time. These improvements ensure that the website continues to reflect the studio’s artistry and personal touch, while also making it more efficient to manage.
The Solution
Landing Page
As soon as visitors land on the Home page, they are greeted with a multimedia video of the studio, where they can see artists working and clients getting tattooed to a bass-filled beat. By showcasing the tattoo process, Victims of Ink invites customers to connect with the studio in a real and personal way, helping them feel confident in their decision, before even stepping foot inside. The video acts as a window into the studio’s culture, demonstrating that getting a tattoo is not just about the final product but about the entire experience—something that customers value deeply.
Dynamic Artist Profile Page
As a service company, Victims of Ink understands that portfolios are powerful selling tools. This goes beyond the tattoo industry—across all sectors, showcasing products or services plays a critical role in the customer’s decision-making process. Just as you believe in your product because of the time, effort, and creativity you’ve put into it, customers are looking for products that speak to them on a deeper level. Victims of Ink understands this well—their artist portfolios don’t just showcase tattoo designs, they also bring stories to life through Q&A videos. This allows visitors to connect with the artist behind the work, fostering trust and a personal connection.
Customers don’t just want to buy a product or service—they want to interact with the real people behind it. By offering each artist’s contact details and easy access to their work, customers can reach out directly, making the experience feel personal and interactive. This isn’t just about selling a service—it’s about allowing customers to engage with the people behind the artwork, ask questions, and feel confident in their choices. This makes the sales journey far more meaningful and trustworthy.
Each artist’s profile follows a consistent structure, from the page layout to the title, ensuring a smooth and intuitive browsing experience. As part of this revisit, we introduced a new feature that allows Victims of Ink to automatically set up new artist pages and seamlessly remove old ones. Starting with the uniform "Get Your Personalised Tattoo By [Artist Name]" meta title and standardised page outline, this feature saves Victims of Ink time and eliminates the hassle of recreating each new artist's page from scratch. While some believe every page should be unique, maintaining uniformity helps visitors navigate the site more easily. Psychologically, when each profile has the same familiar layout—bios in the same place, contact details easy to find—it reduces the cognitive load required to browse the site, making customers feel more comfortable and speeding up the decision-making process.
SEO: The Impact of Proximity
Picking the right keywords isn’t about following what’s most popular—it’s about thinking like your customers and meeting them where they are, which in many cases, is just a few kilometres away. One of the most effective tactics we’ve implemented is targeting proximity-based keywords like “Victim of Ink | South Yarra Tattoo Studio near me Melbourne”. These keywords tap directly into how users naturally search when looking for local services. Many larger tattoo studios overlook these long-tail keywords, often focusing on broader or branded terms.
However, we recognised that when people search for tattoo services, they’re also looking for convenience—what’s nearby. When customers look for a tattoo studio, they don’t start with complex or broad searches—they think about what’s available nearby. Moreover, it also comes down to the location advantage that VOI has as a tattoo studio in the edgy street of Chapel Street. They’re likely to pull out their phone and search for “tattoo studio near me”, expecting results that are close by and relevant to their location. They’re not interested in scrolling through large, distant brand names—they want something local, personal, and accessible.
Final Thoughts
At the core of this revisit is the understanding that a business’s digital presence should reflect its values and create authentic connections with customers. Their site goes beyond being a portfolio - immersing visitors in the studio experience, building trust and offering a seamless user journey. This approach highlights a key insight for businesses in any industry: your website is more than just a platform for showcasing your work—it’s an opportunity to connect with customers and reinforce your brand’s core message.
If you’ve read this and see your own business as one that values authenticity, personal connection, and building trust through your online presence, Click Creative Digital Agency can help you achieve the same results. Whether it’s rebranding your website, refining your digital strategy, or creating a more engaging experience for your customers, we’ll work with you to craft a solution that reflects your brand and connects you with your audience. Let’s talk about how we can bring your vision to life.
