Is your website actually working for you? I mean really working – bringing in new clients while you sleep, showcasing your expertise, and turning visitors into bookings?
If you’re ready to transform your salon’s online presence, you’re in the right place. This is how to build a salon website that brings in new clients and fills up your books month after month.
Watch the short…
…and play the full episode 35 of Marketing 100 with Josh Elliott, founder of Webmade.digital, who’s built over 1,000 salon websites and knows exactly what converts visitors into clients
Continue reading below for our complete guide to the eight essential website steps every salon needs to know, with real examples and practical tips you can implement today.
1. Salon Website Headers That Convert
After looking at hundreds of salon websites, we’ve noticed that in the headers alone, people quite often just put a picture and expect it to tell a thousand words.
This is a massive missed opportunity. Your website header needs to instantly tell visitors three things:
- Who you are
- What you do
- Where you’re located
For example, if you’re near Holmes Chapel, your header might say “The Best Hair Salon in Holmes Chapel.” Then use the description underneath to add personal details like “Helping Cheshire achieve their dream hair.”
It’s what we call the 6-second rule. If you close your eyes and then look at your website and then close your eyes again—what did you remember from that website header?
Pro tip: If you specialize in specific services, highlight them in your header. For instance, if you’re an extension specialist or focus on wedding hair, make that clear immediately. Remember to include a clear call-to-action button here. Whether it’s to call, book an appointment, or request pricing.
2. Website Content That Attracts Salon Clients
Next, speak directly to why someone is visiting your website. But how do you know what pain points to target? Josh suggests starting with your current clients:
Your current clients are essentially an absolutely unbelievable test case. Just ask them: ‘You’ve been coming to us for a while, but what was the reason behind that initial appointment?’ And quite often, they’ll tell you exactly what problem brought them in.
Build a database of these real client stories and use them to inform your website copy. For example, Josh’s salon noticed a trend of people attempting DIY hair coloring during the pandemic. They directly addressed this on their site: “Dry, lackluster hair? Had an accident at home?”
Pro tip: Update these pain points seasonally. During winter, you might address “hat hair” or “dry hair” concerns. In summer, focus on humidity and frizz issues. This approach is part of creating effective salon marketing solutions that resonate with your target audience.
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3. Salon Website Benefits Section
People don’t wake up in the morning and go “Oh, I need an award-winning salon” or “I need to find someone that stocks Wella hair products.” They just don’t think like that.
Instead of listing features like best salon equipment or award-winning team, focus on benefits that align with the pain points you identified above:
- You’ll be in great hands with over 30 years of local experience
- Make your friends envious as you walk down the street looking incredible
- Get away from the busy high street in our peaceful, private location with free parking
Real Example: When Josh’s salon reopened after the pandemic, they emphasized benefits that mattered most to clients at that time: “Get away from the high street in a safe, private location with dedicated parking.” They leaned into their unique countryside setting to stand out from city center salons.
4. Salon Credibility and Trust Elements
Trust is just really important. You need to reinforce the fact that you’re the salon that can help fix their hair dilemma.
This section reinforces why visitors should trust you to solve their problems. Include:
- Combined team experience
- Size and expertise of your team
- Awards and recognition
- Media features or notable clients. Don’t forget to showcase your salon client reviews effectively.
- How long you’ve served the local community
Pro tip: Use team photos here. As Josh explains, “If they’ve had a bad experience somewhere else, they want to make sure they’re going to somebody with good credibility.” Showing your friendly, professional team helps build that initial trust.
5. Salon Service Pages and Structure
This section should be straightforward. Simply list your core services (cuts, color, extensions, etc.) at a high level. But here’s the crucial part: each service needs its own dedicated page.
For more guidance on this, check out our detailed guide on salon website design tips.
If you’re doing hairdressing services, you would have a standalone page just for hairdressing. That inner page would be specifically geared for hairdressing in the town or location where you’re based, and that is essentially what’s going to be picked up by Google.
Pro tip: Remove any “fluff” from your main page. Josh calls this the “junk drawer” approach:
Anything which doesn’t serve a purpose and communicate a message, stick it in the footer. Your website is there to serve a purpose. It’s there to generate money and inquiries. It’s a business tool.
6. Salon Website Booking Process
It sounds super simple and super obvious, but nobody puts it on their website. So it’s like, what do they actually need to do in order to get started with you? You need to spell out exactly what happens when someone chooses your salon.
Choose one of these two approaches:
Option 1 – The Consultation Path:
- Book your initial consultation
- Get a tailored hair solution designed just for you
- Look and feel amazing with easy-to-maintain hair every day
Option 2 – The Experience Path:
- Visit our welcoming salon
- Relax and rejuvenate with our expert care
- Leave feeling confident and beautiful
Pro tip: Align this section with your primary call-to-action. If you’re pushing for consultations (recommended for color services), use Option 1. This reinforces your main conversion goal throughout the site.
7. Salon Website Reviews and Results
This section isn’t about psychology. It’s about proving you can deliver results. Josh recommends including:
Before/After Photos. Show real transformations that demonstrate your expertise. If you specialize in color correction or specific techniques, showcase these transformations.
Video Testimonials. Record clients talking about their experience, particularly focusing on:
- Why they chose your salon
- Their experience during the visit
- How they feel about their results
Need help creating great visual content? Check out our salon video marketing guide.
Instagram Integration. If you maintain an active Instagram presence with client photos, integrate your feed here. This shows both your work and that you’re actively serving clients. Need help with your salon’s social presence? Learn more about Instagram marketing for salons.
Transformation Stories. “A transformation story is always the absolute winner. Getting a client in, sitting them down, and talking to them about their experience.” Josh emphasizes. Have clients share their complete journey:
- What made them seek out a new salon
- Their concerns before coming in
- How you addressed their needs
- Their satisfaction with the results
Pro tip: Update this section regularly with fresh content. Recent transformations and reviews build more trust than older ones.
8. End with a Strong Call-to-Action
Your final section should be a massive call-to-action that ties everything together. Remember, you’ve:
- Identified their problem
- Shown them you understand their needs
- Demonstrated your expertise
- Proved you can help through social proof
- Explained exactly what will happen next
Now, make it easy to take action with a clear, compelling button:”Ready for hair you’ll love? Book your complimentary consultation today.”
Pro tip: Use the same primary call-to-action throughout your site. As Josh explains, for salons and spas, this is typically booking an initial consultation – especially for color services where you need to assess the client’s hair type first.
Looking for more ways to attract clients online? Explore our guide to getting salon clients online.
Test and Refine
Your website isn’t a “set it and forget it” tool. “The thing about websites is I think people get into the mindset of just, ‘Oh well, I’ve got my website, tick, next, move on,'” Josh warns. “Your website is something that should be ever-changing.”
Track your inquiries, calls, and consultation bookings to see what’s working. Test different pain points, update your seasonal messaging, and keep refining your approach based on results.
The Bottom Line
Your website isn’t just a digital business card. It’s a 24/7 client attraction tool. By implementing these eight sections in order, you’ll create a clear path that takes visitors from interested browsers to booked clients.
The key is being clear, direct, and focused on what your potential clients actually care about.
Want to see how your salon’s website measures up? Get a free website audit at Webmade.digital/salon and discover opportunities to attract more clients online.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
