A question I’m often asked by clients or potential clients who request a website review is, ‘‘What pages should I include on my salon website?’’. There are no hard and fast rules, it has to reflect your salon, but I suggest pages for your popular and high value services and I always recommend a team page.
When you think about it, aside from technical skill, beauty professionals and hairdressers build their businesses based on client relationships, so your website offers the perfect platform to ‘introduce’ your team members to potential clients and kick-start the rapport.
We all know people book their pampering appointment for much more than just the treatment; it’s about the experience, the escape and that bond with their hairdresser or therapist. So fast-track that process and ensure they are booking the right team member to meet their needs. Hello, team page!
That aside, you invest a lot in to your team’s training, qualifications and personal development, so why wouldn’t you show them off?
These are the three things you absolutely must include on your team page on your salon website.
1) A professional photo; what do they look like?
Create an immediate familiarity between the client and team member by providing a professional photo alongside their name and job title. We’re not talking selfies here or beyond-filtered photos, just simple, professional images of the team that reflect the professionalism of your salon.
2) Skills and specialisms; what makes them stand out?
It may be that this client is looking for something quite particular; ombre nails, perhaps, or help with their acne; or maybe they need someone who knows just how to handle curls or a hairdresser that has experience with clients that have experienced hair loss for medical reasons, perhaps. By highlighting your team members’ specialisms on your salon website, your client can select their ideal professional before they even pick up the phone or hit the book now button.
3) What their clients say about them; who’s saying what?
Word of mouth is still the strongest marketing tool you have, so client testimonials work a treat on your team page. Include a great review or some kind words on each team member to back up just how fantastic they are. Just make sure it reflects what makes them special (see point 2 above) and keep it brief.
And the bonus thing because we all like that little bit extra; their social handles or examples of their work.
There’s a lot of debate in the industry about whether team members should be allowed their own social profiles. There are GDPR considerations, quality control issues, and the fear of what happens if they leave, but for me it’s a no brainer!
I encourage my clients to have a social media policy in place that all the team have to sign, then create @name_salonname handles for professional accounts they use to post the work they’re really proud of. Because nothing says ‘choose me’ better than seeing what their capable of.
Do you find it hard to work out what information you should include on your salon website? Download these key questions I always encourage my clients to ask their team members.
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