5 W's Salon: Understanding How Clients Choose A Salon Or Spa — STX Software

Answering the 5 W’s: Understanding How Clients Choose a Salon or Spa


In today’s high-tech world, the way many new clients choose their next salon or spa is much different than it was even a few years ago. 

No longer is a good word-of-mouth referral system all you need to keep guests filling your appointment book. 

Statistics show the average business in the salon or spa industry will lose 10% to 25% of its clients each year. This means it’s vital for your business to continue to attract new clients and build your customer base.

Now potential customers looking for a new beauty location are analyzing your business well before they ever set foot in the door.

They’re scrolling, tapping and clicking around to instantly find answers to questions of who, what, where, when, and why about your business without ever actually talking to you.

However, you DO have a say.

Your online presence is essential. Of those individuals landing on your website, statistics show 70% are unique visitors, which means they are likely potential new guests.

Which is why your salon’s or spa’s online presence must cover the 5 W’s:

  1. WHO guests will meet in your business.
  2. WHAT services you offer and the talents of your team.
  3. WHERE to find your business.
  4. WHEN you are open.
  5. WHY it is the best fit for them.

With those five points in mind, start with your website.

Make sure your website has a good mix of current photos, special new client offers, business information like hours and location, along with the ability to book an appointment online and purchase eGifts.

Double check to ensure that the availability listed on your Google, Yelp, and social media profiles is accurate and up-to-date.

Any accolades and rave reviews the business or individual team members have earned, as well as staff profiles of your employees, are also items new clients often want to see.

Facebook, Instagram, and other social media avenues should be consistently updated, with multiple posts a week. (Once a day is even better!)

Want to up your photo game? Here are 5 Instagram Hacks from Stylists Who Take Good Photos to turn your feed from drab to fab.

Make sure you are always responding to posts, even if you just “like” them. Don’t use social media platforms only as a sales tool.

Your engagement = more engagement.

Share your business’s culture and day-to-day life. Welcome and treat your followers like friends. Make people feel involved in your everyday activities.

Have Instagram? If not, create a business profile to help build your brand, connect with new clients, and use it as a multi-layer connection point to your Facebook and website pages.

Target nearby potential clients by using relevant hashtags specific to your area, adding your location to posts, and tagging local accounts to boost visibility.

If you offer online booking, add the link to your social profiles for easy access. You never know who’s going to see that great photo you posted and feel compelled to book right on the spot!

Finally, don’t forget to keep an eagle eye on your reviews. Having a live review feed on your website and Facebook page shows you care about your clients’ input and are open to feedback.

Encourage clients to post reviews and always graciously respond, whether the feedback is positive or negative. Send an appointment follow-up email with a call-to-action link to your Yelp page or your Facebook page.  

By covering all of these bases, potential new clients will know all the answers to the 5 W’s and be confident and ready to book your for your next appointment.

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