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I went to The Era's Tour.
That's not the article, although I feel I could write a short course on friendship bracelet making do's and don’ts at this point.
Last-minute tickets, I’m talking a week to prepare a trip to Sydney for the biggest concert in the world right now, meant this tired mum needed to do something about her hair situation because Ms Taylor Allison Swift deserved more than a mum bun in a claw clip.
But here's where the plot thickens. My go-to hairdresser was fully booked, leaving me scrambling to find someone worth cheating on her for. Little did I know, this impromptu hair emergency would shed light on a profound reality within the industry in 2024 – some salons are still stuck in the digital dark ages.
Some still directed potential clients to a Facebook page, while others lacked an online booking system altogether. It felt like navigating a maze, trying to secure an appointment amidst the chaos of packed schedules, daycare drop-offs and visits to multiple Kmarts to find face gems. I wish I were joking.
To compound the frustration, some salons failed to list all their available services, making it virtually impossible to book popular treatments. Confusing, to say the least.
But amidst the chaos, a beacon of hope emerged. I stumbled upon a salon with an updated website that provided valuable insights into their business, showcased their unique offerings, and streamlined the booking process.
Now, you may wonder, "Rach, what does this hair saga have to do with skin clinics?" Well, as it turns out, quite a bit. I encountered the same challenges when booking nails, an eyebrow wax and entertaining the idea of a post-concert massage after the 4-hour cardio session I would go on to do with 86,000 other people.
In today's digital age, solid online visibility is vital for business success. However, many beauty businesses remain stuck in the past. You can say, “but I’m not tech savvy” as much as you want, but outdated booking processes and a lack of digital presence won’t grow your business or its bottom line in 2024 and beyond.
While social media platforms like Facebook and Instagram are valuable, they're not a substitute for having your own website. Why? Because you don’t own the platform or your brand identity on it. Think about it – would you risk losing touch with your customers if Facebook or Instagram were to go down for more than just a few hours? Your website is like owning your own piece of digital real estate, cutting out the noise and giving you complete control over how you look, feel and sound to your ideal client.
Now, let's talk about visibility. Have you ever Googled your business? It's essential to see what potential clients see when they search for you online. Having a website ensures that you stand out in search results, but one where they can explore your offerings and make a booking in minutes? Now, we’re onto a winning first impression.
Implementing an online booking breaks down barriers by allowing clients to request appointments outside of traditional business hours. With just a few clicks, clients can select services, choose convenient time slots, and submit booking requests, all from the comfort of their own devices. This not only streamlines the booking process but also caters to the needs of new and returning clients. By offering online booking options on your website and social media platforms, you provide unparalleled convenience and accessibility.
For example, picture this. It's 8PM, and I'm knee-deep in life admin with a toddler finally asleep. Am I picking up the phone to book my next facial? Not a chance. I'm reaching for my phone, scrolling, and booking online. I'm a millennial, after all – we dodge phone calls like it's an Olympic sport. If your salon doesn't offer online bookings, you're losing out. Sorry, but it's the truth. Online booking is the key to catching clients when they're ready to book – even if it's past your closing time.
But it's not just about being found – it's about building relationships. By offering valuable resources like free e-books or an email newsletter via your website, you can capture email addresses and stay connected with visitors even after they leave your site. It's all about nurturing those connections and driving engagement over the long term.
If this article has had you thinking, it’s me, hi, I’m the problem, it’s me worried that you did something bad by losing clients to convenience, then you need to calm down because, long story short, we can change your reputation. Let’s connect and update your website with copy that turns your client experience into a love story ;)