Websites are valuable tools for any reputable business. These online information portholes can help attract new business and bolster customer retention.
To get you started on your salon or spa website, here are some suggestions to kick-start the project and to market it once the site is up and running.
Do Your Homework
The chances are that you’ve been thinking of creating a website for some time and have a general direction in mind. Before diving into specifics, it’s essential to do some research. First, write out a list of competitors and collect links for those who have great websites and then add a handful of sites from unrelated industries. This mix of sites will provide a well-rounded perspective.
Take a good look at all of the samples and make notes about the strengths and weaknesses of each. How do they present vital information? Are there any visual distractions? How often are the websites updated with new material? Is anything missing content-wise? Is the site easy to navigate? Your observations will serve as a roadmap for building your website but do avoid copying any of your findings. Instead, draw inspiration from other sites to make yours the best it can be.
Stand Out From the Rest
Take careful steps to differentiate your business from your competition by highlighting its unique qualities. An attention-grabbing design reinforced with stunning imagery and convenient navigation will inspire customers to visit your site and eventually try your services.
Streamline & Simplify
Keep the design simple, and the content streamlines so people can navigate the site easily. A busy, cumbersome web presence is counterproductive and will only deter your customers. A salon’s website should be simple in structure with nicely designed content. Make sure key information such as how to book an appointment, social media accounts, links to stylist profiles, portfolios, and pricing is visible from the main menu. Eliminate any unnecessary obstacles and streamline your page’s navigation. Customers should find any information they seek in three clicks or less.
Content is King
Quality content has a host of benefits. Short, exciting blocks of copy and enticing imagery can help build your customer following. Furthermore, content-rich websites often rank better in search engine results, which leads to potential new customers. Search engines use a portion of your copy as callouts in search results. In addition to using a voice that your market will appreciate, make sure you are using terms in the text that reflect how a client might search for your services.
Market, Market, Market
A website without exposure is useless. Anywhere the salon name is listed, the web address should be found including business cards, company newsletters, email signatures, social media, salon signage, and service receipts. For salons with a dedicated budget, online advertising such as pay-per-click marketing can help increase market reach and competitiveness in search engine results.
Update Regularly
Your salon’s website is an extension of your business and should evolve with it. Weekly, bi-weekly, and monthly updates will keep the content fresh and give customers something to look forward to with each visit. Plan your content strategy as far in advance as possible and then set up regular update reminders on your schedule for these changes.
Monitor & Reflect
We as creators tend to marry ourselves to an aesthetic that suits our personal preferences, but that doesn’t necessarily make it effective. That’s where access to valuable data tools is essential. Data is wonderfully objective and can reveal otherwise unknown weaknesses. Monitor your site activity using free web analytics tools such as Google Analytics. In addition to measuring the success of your site, invite customers to share feedback so you can make it truly work for you!
Nice post. I want to add something that I see salons doing wrong all the time.
You have about 3 seconds to capture the potential clients attention to turn them in to an actual client. That is why the content that is above the fold needs to be clear with a simple call to action. You should have professional images and text that do these three things:
1. Show the visitor that you are a salon – Images and text should make it very clear in the first second of visiting your site.
2. Show how are you going to improve the users life? They need to know that you will help them achieve their desired result. In the salon industry, this is something to build their trust.
3. Invite the user to schedule an appointment – This means your phone number in the nav bar, and an online scheduling button right there in the header.
Do these 3 things, and your website will convert visitors in to clients while you sleep.
Thanks for letting me pipe in.
Thank you for your great advice and for taking the time to comment, Dustin.