Home' INSTYLE Magazine : INSTYLE MAYJUN 2015 Contents T
he world today is completely digital. We have more
information at our fingertips than ever before, and when
someone makes the decision to find a new salon, they jump
online to do it. Referrals worked well in the past, but clients
are increasingly researching businesses online before they
make any kind of decision to book with a salon business.
Seth Patton (Senior Director at Microsoft Dynamics) suggests that
57 per cent of buyer research is completed before a business is ever
even contacted, and you can bet this includes referrals too.
The internet has given individuals and businesses a way to
communicate their business brand personalities to their customers
and fans in ways that weren’t possible 15 or even 5 years years ago.
I’ve put together some simple tips to help make sure that you
have a rock solid online business profile.
Your website is not just a visual masterpiece. It ’s an online information
and buying tool for your customers. Think about your potential client
and what information she wants from your website. Why has she
come to your website? What does she really want to know?
First, she wants to know if your business will suit her needs,
whether that’s about getting the right colour, the right price, or the
Secondly, she’ll want to know about price, so don’t keep this a
secret. Ensure your pricing is obvious and written in language your
customers can understand.
Thirdly, she’ll want to see who will be serving her. Keep your staff
profiles updated and interesting, and get some photos in there –
people like to see who they’re booking with. Staff profiles are one
of the most visited pages on a business’s website, so take some
time to get them right.
Last, but certainly not least, check the basics! Make sure your
physical address, phone number and map is all up to date.
Your website is pretty, but can Google find you?
As hairdressers we want our websites to look visually amazing,
showing off our creativity, but it’s important to stop and think about
the purpose of your website.
While visual elements are absolutely important, written content is
even more so as it not only conveys your message to your customer
but is also one of the primary ways Google finds and ranks your site.
What’s the point of having a stunning visual masterpiece if no one
ever sees it?!
Here’s a quick checklist for your website to ensure both Google
and people can find what they need and what ser vices you offer.
1. Mobile responsive
When a website is ‘responsive’ it means that your website is
designed to work on any device – a desktop or laptop computer,
a tablet, a mobile phone. If your site is not responsive, it’ll give your
user a bad experience and you’ll lose potential clients.
2. Write for Google Keywords
If you’re not on the first page of Google you’re nowhere, at least in
your clients’ eyes. How often do you actually click to the second
page in a Google search?
It would be difficult to rank on the first page of Google for every
possible thing your customers might search for, so choose what is
most important to you and ensure you keep those keywords in your
Don’t overuse them (Google is more clever than that), but make
sure they’re in there. For example, ‘hairdresser’ and ‘Wellington’ might
be two terms you use fairly regularly, and usually grouped together.
Also ensure your website developer has put those words in your page
titles, meta tags, image descriptions and pages descriptions.
3. Use Google adwords to drive traffic to your web site:
What it’s good for: Google AdWords are good for targeting people
who have searched Google for your business, or a product or
service that you offer.
It’s relatively cost effective – in 2014, the average cost per click
(CPC) on Google AdWords in the “health and beauty” category
was $2.16. Since these browsers are already looking for a ser vice
you offer or a business like yours, they’re more likely to convert
If you want to gain clients you must have a strong social media
presence. Start with one platform and don’t start another until
you conquer the first. As the most used social network in the
world, Facebook is good for reaching everyone. People expect
businesses to have a Facebook page, and it’s arguably just as
important as a website.
Are you losing clients with
a poor online profile? writes
How to increase online booking:
1. Place your online ‘Book Now’ button on Facebook.
2. Create an inviting ‘Book Now’ photo, linking it to your online
booking page. Post it a few times a week when your business
3. Ensure your ‘Book Now’ button is on your website. If you don’t
yet have a website, Timely will give you one for free included
in your account.
4. Ensure your online booking address is on everything –
business cards, answer phone message, email signatures.
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