Your website is your virtual shop window and a key marketing tool to help your salon or barbershop stand out from the competition and attract new clients. You need to make sure it’s easy to use, appealing to look at, and worth visiting.
This blog post covers:
- Creating your website
- Choosing the right look
- Making your website responsive
- Creating your content
- Formatting your content
- Including additional information
- Using high-quality imagery
- Keeping your website up to date
- Monitoring visits to your website
- Getting noticed online
Depending on your budget, you can either hire someone to create your website or you can use a free or inexpensive template.
If you’re taking the DIY route do some research to find out if this option is really for you. There are many providers out there, but here are a few to start with:
If you are going to pay a web designer, make sure you are absolutely clear about what you want and what you will get for your money. You will need to provide a detailed brief and ask to see some design options before going ahead. Make sure you are clear about how much they will charge you.
Either way, you will have to invest time and effort in getting it right. The last thing you want is an amateurish-looking website with broken links and outdated information.
There is an amazing array of website design and colour options available – but don’t get carried away. Your aim should be to reflect the look and feel you have created in your salon or barbershop. For example, don’t select a busy, colourful website design if your salon or barbershop is calm and minimalist. A retro barbershop should have a retro-look website; an ultra-modern salon should go for a similar aesthetic on its website.
Make sure that when people switch between your website and social media accounts, they are seeing the same ‘look and feel’ so that your online presence is unmistakeably ‘you’.
Remember that many people now go online via their mobile devices. This means your web design should work and look good on any size screen, including laptops, tablets and mobile phones. This is called ‘responsive web design’.
Responsive web design means that visitors to your website will not have any problems navigating around your site, following links, or using menus. A responsively designed website should load quickly on mobile devices and there’s no need to zoom in or out to see text and images clearly.
Don’t be tempted to write huge amounts of text for your website. People have a very short attention span and won’t have the patience to read it. Keep your text short and to the point. Bullet points can be used instead of paragraphs of text. This creates more of an impact and is much easier to read.
Make absolutely sure that all your text has the correct grammar, spelling and punctuation. Get as many people as possible to check it over before making it live.
This may sound obvious, but make sure visitors who land on your website can see straightaway what services and products you offer. Vague and confusing information will put people off and they will not hang around to find out more.
Make sure it’s easy to navigate around your website with clear signposting to key information – especially the most obvious things that people will be looking for. For example:
• Contact details.
• Location details.
• Opening hours.
• The services and treatments you offer.
• Online booking system if you have one.
All this information doesn’t have to be on your homepage, but it must be quickly and easily accessible from the homepage.
Always have at least one prominent link back to your homepage on every page of your website.
Organising your website is also important for search engines and ranking. The search engines rely on each page of your website having a title that’s relevant to the content. Consider getting some expert help with SEO (search engine optimisation) so your website is easier to find. But do your research and understand exactly what you'll get for your money.
You may also wish to include additional information on your site, such as more details about your business, your staff, and the products you use. Links to these pages don’t need to be quite as prominent as the key information listed above, but don’t make them too difficult to find!
High resolution, high impact images are key in the hair and beauty industry and a must for your website. If you don’t have a flair for photography, consider using a freelance photographer to take a few key images. If you go down this route, make sure you provide a clear brief so the photographer knows exactly what you want and where the images will be used. Agree a price in advance.
Ideas for images include:
• Before and after shots.
• Action shots of your team at work.
• Location shots – to show off the exterior and/or interior of your salon/barbershop.
• Individual pictures of your team which you can use with a brief bio.
Don’t forget: strict data protection laws under GDPR mean that you cannot use photographs of your clients without their express permission. The same goes for testimonials your clients may provide.
Download our detailed Members-only guide to GDPR.
Regularly maintain your website and keep it up to date. Make sure there are no broken links to old pages and avoid constantly moving pages around as this breaks your web addresses and can harm your search engine rankings.
Make sure your prices, team members, opening hours, contact details, and list of services and treatments are always current.
Tools such as Google Analytics can help you monitor the response of visitors to your website, including which pages are most popular and how many people are visiting.
Don’t forget to claim your free business profile on Google. This will help to make your salon or barbershop visible online when people in your area are searching for your business or businesses like yours. You’ll also be able to communicate with clients and potential clients from your phone, tablet or computer.
Publicise your website via your social media channels, and make sure links to your Facebook, Twitter and Instagram accounts are included on your website.
• Research the pros and cons of DIY websites versus using a web designer.
• Be absolutely clear about how you want your website to look and what you want it to do.
• Make sure your website design reflects the look and feel you have created in your salon or barbershop, as well as your social media channels.
• Ensure your website can ‘go mobile’.
• Make sure your website is easy to navigate and use.
• Use high-quality imagery.
• Maintain your website and keep it up to date.
• Use tools such as Google Analytics to monitor how visitors use your website.
• Claim your free business profile on Google.