If you are a business owner (a.k.a, you have a cosmetology license), you need a website.
Seriously. No ifs, ands, or buts about it.
Because think about it: how often do you look up new businesses on Google before you check them out in person? And how often do you actually go to the ones that don’t have a website? Not so much, right?
Websites are key to a successful marketing funnel. They’re the crowning glory of your online presence because it’s the perfect place for your current and potential clients to learn more about you, your business, and what it’s like to be in your chair.
If you’re thinking, “Well, that’s nice, but I’m not techy,” we’ve got some news for you: you don’t need to be.
We’ll say it again for the people in the back: You don’t need to be techy to create a gorgeous website because if you keep these key tips in mind, you’ll be a website-making master in no time.
Check your website on both desktop and mobile
It’s easy to just look at your website on the screen you’re making it on, right? But here’s the thing: 88% of people are less likely to return to a website after a bad experience, like links don’t work, the format looks weird, pictures aren’t loading properly, or…it doesn’t look good on mobile.
Since in 2017, over 52% of global online traffic was mobile, making sure your website looks good on both desktop and mobile is crucial. Because even if you spend most of your time scrolling through your phone, it doesn’t mean your target market does as well.
If you’re DIYing your site, pull up your website on your phone. Scroll through it and look for anything that catches your eye: an image out of place, a graphic that suddenly looks weird, text that’s randomly cut off or overlaps another section.
Bonus: Most website building sites will let you view the mobile experience from your desktop or laptop so you can adjust those features to create the perfect experience on a bigger screen!
Go through your new guest process with fresh eyes
Chances are, you know a new guest page is a necessity…but have you ever walked through the new guest process yourself?
It’s the best way to find if any piece of your intake process is confusing, complicated, or just doesn’t work. Because if it’s too complicated to book a new appointment with you, no matter how good you are, that guest will go to the stylist down the street instead.
Do a test run. Go through your entire new guest process on your website. Consider even using a different browser than you normally do to get a new experience. Read your new guest page with fresh eyes and follow the directions exactly to know what your guests experience.
Choose the right photos
Listen, your social media photos aren’t going to cut it on your website. It had to be said.
Why? They tend to look better on a smaller scale so when you blow them up to act as your website header, they look pixelated and out of proportion…a.k.a., not what you want your dream client to see when they land on your home page.
Also, and this is a big one: your clients want to see more than just pictures of hair you’ve done. They want to see YOU, your brand, your salon space, and the lifestyle you can help them create.
So don’t be afraid to be picky about your photos. Book a branding shoot with your photographer to really nail down your brand and business in images. Be selective about the stock images you decide to use. And if that header image doesn’t look right, don’t be afraid to change it to one that does.
Pictures are worth a thousand words. What are yours saying?
Streamline your navigation
Imagine you’re standing on a street corner in a new city. You’re totally lost and trying to find your way back to your hotel. It’s easier to make your way back if the map only shows you a few options, right? But if you’re faced with every single route under the sun, you’ll get confused, lost, frustrated, and chances are, you’ll end up throwing away that map for a simpler one.
Think of your website’s navigation bar the same way. It should be crystal clear to new and returning clients (and even the occasional browser) what to click on to find out more about you, how to get an appointment, what services you offer, and even how to purchase retail if you’re offering it online.
Check all your links
So your site is ready to go. It’s gorgeous, it’s got a clean navigation, beautiful images, and you know your new guest process is seamless. But before you hit publish, do this: check your links.
Seriously. All of them. Click through your navigation menu, on your social media links, your email contact (even send yourself a test email).
The last thing you want is to have a client, in love with your gorgeous website and mega excited about booking an appointment or sending you a message, to discover the links don’t work. Nothing will ruin the moment (and, honestly, send them to another stylist) like that.
Building a website can feel overwhelming, especially if you feel like you can’t speak tech. But with a little patience and these 5 hacks, you’ll be on your way to building a gorgeous, client-focused site in no time!
Want a little more help? Join Website Academy right here to get over-the-shoulder peeks as Britt builds websites just for our industry on both Wix and Squarespace, plus in-depth trainings to walk you through optimized formats for both website frameworks, and a step-by-step system to build the website you need to make your services, team, and salon stand out!
