Much of the beauty world is still heavily influenced by traditional business norms. Most salons exist as brick-and-mortar locations, the best advertising is usually word-of-mouth, and beauty pros interact with their clients face-to-face. Perhaps it is these factors that make beauty businesses pillars of the community and gathering places where people congregate.
Of course, it is difficult to do business in the modern world without adapting to it in some meaningful ways. Your salon may be in a building, but your marketing, branding, and scheduling are probably all based online. This means that your website is a primary point of contact for current and potential customers–that’s a big deal!
If your beauty biz needs a website upgrade, there’s no time to delay. Every day, you could be missing out on sales, bookings, and more. So, if you have not yet taken the leap to revamp your website, now is the time!
Key Takeaways
As a beauty pro, your website is one of the most important touch points your clients have with your brand. If you are due for a website upgrade, the investment is worth it for a number of compelling reasons.
Why Your Beauty Pro Website Needs an Update
You're Not Reaching Your Audience
While word-of-mouth advertising and other forms of marketing can be effective, your website should help your beauty biz generate leads, grow your client base, and produce retail sales (if you have an online store set up). If it is failing to do these things, there’s a high likelihood that you are not reaching your target audience.
Search engine optimization is imperative to ranking on search engines, making your website more visible, and increasing traffic to your site. While you don’t have to be an expert in SEO, working with someone who is to revamp your website can work wonders for your reach. With proper market and keyword research and implementation, more potential customers will see and interact with your site. Now, that’s a good reason to upgrade!
The Info Is Dated
Running a beauty biz while also juggling family, hobbies, and life in general is not easy. In fact, it can be downright overwhelming at times. It’s not unusual for things like websites to take a backseat and slip through the cracks, leaving them a bit neglected and outdated. However, if your website does not reflect your current branding, services, prices, reviews, and so on, that can be a serious problem.
Ensuring that everything is consistent between the various platforms your beauty biz utilizes–social media, physical branding, etcetera–is essential. Not only does it strengthen your brand identity, but it also makes certain that the information people get is accurate. An up-to-date website with correct information is valuable and professional and helps prevent any confusion or conflict from developing.
It's Not Intuitive for Your Audience
A website that is difficult or frustrating to navigate is probably worse than no website at all. Whether it’s current or prospective clients, interacting with a clunky website is more than annoying–it can deter people from choosing you as their go-to beauty pro.
When considering a website upgrade, you want to make sure that every facet of it is streamlined. Navigating the website should be easy, the site should be mobile friendly, the layout should be professional and cohesive, and your services should be clearly listed. If you have any interactive elements–say, a scheduling tool or an online store–make them as simple and straightforward to use as possible.
It Doesn't Reflect Your Brand Voice
Brands grow and evolve. From learning new specialty skills to shifting your marketing approach, a multitude of factors can influence your branding decisions and lead to a refresh or reinvention of your beauty biz’s brand voice. Having a website that clearly reflects your brand, including its voice, is a must.
From branding elements like logos and colors to how the written words communicate your brand’s tone, every aspect of your website should work with and enhance the vision you have for your brand. If they don’t, it’s time for a website overhaul.
People Can't Easily Contact You
A website should act as an extension of your beauty biz. It should welcome new customers and invite them to contact you with any questions, concerns, or curiosities. If your website makes it more difficult than necessary to contact you, it needs to be revised. Otherwise, all of the talent, personality, and good vibes in the world won’t really matter.
Simplify the process required to contact you, book your services, or otherwise reach out to your beauty biz. A website should streamline this interaction, not complicate it or make people jump through hoops. Remove any challenges that exist between your audience and you!
A stellar website can breathe life and vibrancy into your beauty biz. If yours is lagging behind in any regard–especially those above–it’s time to revamp it! Speaking of websites, be sure to subscribe to Beauty Insurance Plus and visit our blog for all the latest beauty biz insights.
Summary
As a beauty pro, your website is one of the most important touch points your clients have with your brand. If you are due for a website upgrade, the investment is worth it for a number of compelling reasons.
