Having a website is a basic requirement for any business nowadays, but the setup and aesthetics vary depending on the industry. Some types of businesses might just need a landing page and a contact form, but that’s not usually enough for a beauty brand.
If you’re a makeup artist, salon owner, hairstylist, or nail technician, you need a website that’s going to stand out in a crowded industry. What does that look like?
Follow this checklist of essentials for beauty brand websites.
1 | Eye-Catching Portfolio Pages
Start by creating a section of your website that highlights your best work. Think before-and-after makeup photos, wedding hairstyle pictures, and nail art.
The beauty industry is competitive, and you only have a few moments to capture a visitor’s attention and show them what you have to offer.
So make sure your portfolio of work is front and center. Use high-quality photos with clear captions. And of course, make sure you have written permission from your clients before posting photos of them.
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2 | An Easy Booking System
Now that you’ve shown potential clients the quality of your work, make it easy for them to book your services. Clearly list all the different options you offer along with pricing and in-person/virtual options.
Then, tell them how to book an appointment. Online calendars and text-based appointment services may be more popular, especially with younger clientele who generally prefer to avoid phone calls.
Set up automated appointment communications: confirmations, reminders, and cancellation/rescheduling instructions. The easier it is for potential clients to work with you, the better.What makes a beauty brand’s website stand out from the pack to draw in potential customers? Learn how to build an engaging website that fills your appointment book.Click To Tweet
3 | Valuable Content
Content marketing is an effective way to build your audience and grow brand awareness. But don’t just put out low-effort content or keyword-stuffed posts that fit an outdated SEO strategy.
Give your audience something valuable. High-quality content establishes you as an expert, and it encourages your audience to return to your site frequently to see new things.
Here are some examples of valuable content:
- Makeup tutorials
- Haircare tips
- DIY manicure/pedicure instructions
- Beauty/fashion trend alerts
- Themed/seasonal advice (e.g., caring for dry skin in the winter)
You can also intersperse some fun content, like quizzes, fashion throwback slideshows, or listicles about different hairstyles or manicure options.
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4 | Audience Engagement
Businesses in most industries rely on an engaged, active audience to succeed. But engagement is especially important in the beauty industry, where you offer personal services.
Potential customers need to feel like they know and trust you before they’ll set up an appointment.
How can you boost engagement with your audience?
- Reach out to influencers
- Run a free challenge or hashtag contest
- Host a live online makeup tutorial
- Use polls and quizzes
- Host a product giveaway
Remember, engagement is a two-way street. If you’re encouraging your audience to interact with you and your site, make sure you respond regularly and keep the conversation going.
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5 | An Active Social Media Presence
Finally, don’t limit your online presence to just a website. Make sure you’re active on social media too. Social media can be an excellent traffic driver for your website if you cultivate your channels well.
The nature of social media gives you a chance to respond to comments, follow trends, and engage with your audience in an informal way. It’s also a place where you can connect with influencers and other personalities who can help build your brand.
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Competition is fierce in the beauty industry, but there’s also a high demand for services. Building a website that stands out in the crowd gives you the chance to showcase your best work to potential clients. With an integrated booking system, you can automate your appointment scheduling.
Don’t forget to provide your audience with valuable content. It’s good for SEO and helps establish you as an expert in your niche. Finally, don’t neglect social media. It’s the perfect place to answer questions, communicate with your audience, and collaborate with influencers who can help you grow your brand.
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