New customer acquisition for hair salon and spa entrepreneurs and business owners is not as simple as putting up a sign on your sidewalk or posting a few photos on Instagram.
Successful hair salon and spa owners know that visual brand storytelling plays a big role when growing your salon and spa business or brand. When your stories have a cohesive thread from your social media channels to your website, the conversion is pretty amazing.
This guide is for hair salon and spa businesses and brands who want to convert the “LIKES” into confirmed appointments. We’ll walk you through the importance of a great website, search engine optimization and how to close that appointment minutes after you post on Instagram.
Our website designed by GoGoGuest makes it easy for people to understand our services. The customer experience is seamless from our digital channels to the salon. We grew our online bookings by 1000%. – Nappstar Salon NYC
How To Convert Likes To Appointments For Your Hair Salon or Spa
Successful hair salon and spa entrepreneurs and business owners are visual storytellers. Show and tell using Instagram, You Tube, TikTok and Snapchat have catapulted hair stylists, colorists and beauty experts into influencers.
You know that your storytelling does not end at “Like.”
Converting “LIKES” to advanced hair salon or spa appointment is the true test of your storytelling success.
This guide will walk you through how to design a seamless customer experience that translates from online to your in-salon experiences. We will also help you centralize all your appointment bookings in one place.
Let’s get started.
Know the audience you’d like to attract. A hair salon or spa in New York City, San Francisco, Los Angeles, Seattle or Miami serves an audience profile willing to pay in advance and spend $500 or more for a hair appointment every 2 months. While in second cities, a hair root touch up and trim would cost half what top tier cities would charge. Knowing the audience and market you’d like to service will drive your choice of location, pricing and brand story.
Create a brand story that builds trust. Sharing your brand story does not have to be complex. Every story has a beginning, middle and an end.
- Beginning: Explain the problem that you wanted to solve
- Problem: Describe how you solved it
- Solution: Get excited by the success it produced
A great example of a top New York City hair salon origin brand story.
A brand story evolves into your hair salon and spa’s vision and mission – consistent and repeated across your website, social media channels and your team. Overtime, your brand story when repeated and delivered consistently, builds trust.
A great business website. Now that you know your audience and have a brand story that builds trust, it is time to think about your business website. Your hair salon and spa’s home on the Internet. The place where all search engine discoveries and Instagram LIKES will flow into.
Visual rich content for all your user personas. Your business website will welcome multiple user personas — they all have a desire to have radiant, beautiful hair or skin. Each desire could be satisfied differently — your business website must have the content and charisma for each persona to dig deeper. Selling beauty requires stunning imagery that tells your brand’s story.
What are user personas in design thinking?
How do you convert likes, into visits and appointments? Make it easy for your visitor to learn more about your business or brand. Make your “book an appointment” call-to-action button very obvious. Here are a few user design tips to follow:
- A big bright call-to-action that connects to your list of services
- A list of services with detailed service descriptions, pricing and an image (photos help sell!)
- Options for your customer to add a treatment, trim or style
- Stylist options and their availability
- A customer intake form
- Payment options
For more tips on building a great website.
Should you require an app? We do not recommend asking a customer to download an application. For two reasons, 1) more people are detoxing their mobile devices from apps 2) An app becomes an obstacle that could wear down your potential customer’s patience, so they just leave your business website or get distracted by something else.
Select a third-party scheduling software. Good software is designed to play well with an ecosystem of other technologies. This means that your website can easily integrate with a third-party scheduling app that comes with embed links which can be added to your Instagram and Facebook channels. There are many scheduling apps in the marketplace today. Our favorite for ease of use, flexibility and scalability is Acuity Scheduling. We use Acuity on our business website.
Manage all your appointments from one place. Whether online or in-salon you can use one calendar to manage all your hair salon and spa appointments.
Integrate your POS with online payments. Keep all your online and in-salon transactions in one place. We love Square for this.
Build on a scalable and flexible web platform. Always choose a web platform that makes it super easy to manage and replace content and scale from basic website pages to adding an online store. Learn about our ecosystem of integrations.
GoGoGuest is a complete customer engagement and analytics software platform for businesses who sell from physical stores and online. GoGoGuest captures and analyzes existing data streams from Point of Sale systems, eCommerce platforms, Wi-Fi systems, and Third-Party applications to provide businesses with key insights for precise marketing, faster and confident operational decisions and revenue management. Our story.