Your salon interior isn’t the only way of attracting and retaining clients, it’s also about setting the scene in your digital realm too. Here’s why…
We all know a good salon interior plays a crucial role in attracting and retaining clients, but as digitalisation only increases, website design holds just as much importance. According to DataReportal, an online data analysis site, there were 66.33 million internet users in the UK at the beginning of 2024, that’s 97.8% of the UK population. So, maintaining your brand image beyond just your salon interior can make all the difference.
A strong first impression from a well-designed, functional website can increase the chances of a client booking an appointment and later, recurring revenue. Charity Hudnall, Chief Marketing Officer at Vagaro, tells us: “Websites are an extension of a salon’s branding. Salons who want to build trust and recognition of their brand need to ensure consistency across all platforms.” And according to Joydip Gosh, Director – Digital Marketing at Zenoti, with 70% of salon and spa customers preferring online booking over calling in: “if you’re not online, you are missing out on your business’s visibility.”
To put it simply, a poorly designed website, like a poorly maintained salon, can deter clients. Mike Waldon, General Manager at iSalon explains: “It can create an impression of neglect or lack of professionalism, which may lead potential clients to question the quality of services.”
So, what key aspects do you need to prioritise? “Priority number one should be your user experience,” says Adam Thomas, Founder of salonspy, a platform that helps collate reviews and client feedback. “If your website is complicated to navigate, it will be enough to put new clients off.” If clients struggle to find what they’re looking for, it will only encourage them to leave the site without booking a service. Plus, as a significant number of users will access the site from mobile devices, your user experience should also maintain a responsive design, ensuring it functions across all devices. Additionally, a clear CTA (call to action) is essential for guiding visitors toward booking services, says Joydip: “Make sure your CTAs stand out and are strategically placed throughout your site.”
Consistent branding is also key. “This helps clients recognise and trust your business, while high quality graphics or images of your work and services helps visually engage potential clients,” says Charity. From the logo and colour scheme to the images you publish, your site is an extension of what clients see in the salon. And your salon interior is something you shouldn’t hesitate to include on your site. Annabel Wood, Writer at Fresha, tells us: “Publishing your profile on Fresha’s marketplace means you’re able to attract new clients even when your doors are closed.”
Meanwhile, SEO (search engine optimisation) plays a key role in your website’s visibility, and therefore, your salon’s visibility. “For new businesses looking to attract more clients and gather valuable data, utilising Google Analytics and SEO strategies can significantly improve search engine rankings,” Chris Dann, Content and Training Specialist at Shortcuts, tells us. So ensure you keep your service menus up-to-date to reflect current trends. “This not only keeps your clients informed but also improves your website’s relevance to search engines,” Donnchadh Coffey, Chief Web Developer of Phorest, explains. “Include location-based keywords in your content to help potential clients in your area find your salon.”
Rake in Reviews
Reviews are known to build trust and credibility and provide information to potential clients around the quality of your services, so it’s essential to incorporate these into your website. “Many potential clients rely heavily on reviews to make decisions on which businesses to visit,” says Mike. “Good reviews can sway their choice.”
You can also use negative reviews in your favour, as Charity tells us: “You have the opportunity to address issues publicly and demonstrate dedication to improving experiences.” They also provide valuable feedback that can help identify how you can improve your services, as well as give your clients a voice. “Having their voices heard can make them feel appreciated and can increase loyalty,” she adds.
According to Fresha, 95% of your clients will have checked out the reviews before deciding to make an appointment with your salon. “Which is why Fresha’s add-on Google Rating Boost sends your clients straight to Google for them to leave reviews after leaving you one on Fresha,” Annabel explains. “It’ll boost your ranking and get more clicks on your business.”
Adam advises that it’s equally imperative to keep your reviews updated, ensuring they are no more than three months old. “If you don’t have up-to-date reviews, you are giving customers a reason to leave your site and head to Google, which lures them away from your salon.” Harnessing social media can help to increase your website visibility and attract clients. “Promote website content, special offers and discounts, and updates, and direct them to your site for the complete information,” Charity recommends.
You may struggle to find the time to keep your website at the top of its game, which is why salon software is a great place to start. For example, Vagaro’s MySite function works by updating your website automatically, saving you time while ensuring up-to-date and optimised digital presence. Similarly, Slick have launched an integrated website tool that connects your diary to your website, and Slick Websites feature an integrated review section that are optimised for search engines. Researching salon software and the different functions they offer can benefit your business in many ways, simply find the one that suits your needs. After all, with 97.8% of the UK population online, you never know what percentage of clients you’re potentially missing out on.
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This Stafford salon prides itself on offering a boutique salon experience and is represented in the alluring tranquil design of their site.
