The design is light and editorial because it has to match the room. A salon's website is a preview of the experience, and a clinical layout reads as a clinical chair — so: soft neutrals, generous space, and photography of actual work rather than stock heads.
Publishing prices in plain numbers is the choice most salons resist, and it filters well. A new client who reads the balayage price and books anyway is not going to flinch in the chair, and the front desk stops spending its afternoon quoting. Stylist profiles carry specialties so people book the right person the first time. Requests arrive overnight and on Sundays, which is when someone actually sits down and thinks about their hair.