The number one question you must answer correctly when owning a business is: What are you selling? If you can’t communicate that in a clear, concise way that is understandable to the consumer, you will have issues getting them to try your services. Would you order something at a restaurant without first knowing what it is?
Your service list should communicate clearly, and thoroughly, what you offer and it should be written in a way that is easy for clients to understand and also access, whether it’s online or printed in your salon. Here are some things to consider when writing your list:
Provide detail but keep it organized. Much the way a restaurant divides its salads from its appetizers, create logical categories of services that help your clients find what they are after. Typically this starts at a high level, like body parts (Hair, Nails and so on) or you can choose to organize it by needs (Straightening, Color, Cutting, etc.). Think about your particular business and what your clients are looking for.
Provide enough detail about each service so that it is clear what is included and what service the client is looking for. On your website, create a separate page for each service (or service category), so that you can both have room to include ample information about the services you offer. Consider creating special pages for specialty services you offer, like hair extensions. This also helps with search engine optimization.
You are an expert in what you do, but your clients aren’t. Don’t use industry lingo or brand names in the service title as your clients may not know what a ‘double process’ or a ‘Thermage Treatment’ is and they will skim right over it. Even if you think that a lot of buzz is being created about a particular service, you risk alienating someone that is new to professional services or simply not ‘in the know.’ Not everyone knows the brand names so they may not recognize the service.
You need to sell your services when listing them because you do NOT do just a standard cut or color, right? Describe your services in such a way that you indicate what makes your offerings are different, like all-natural ingredients or a special wash that prevents brassiness when coloring hair.
Keep it Simple
Don’t get carried away with the salesy lingo, as it will get lost in translation. People only read about 28% of the words on any webpage, so make sure you make the most impact with each word. Read more on making your webpages more readable.
Target Your Language
Also, by keeping your services well-defined for your audience will help to attract the right type of client. For example, if you are a children’s salon make your services fun and centered around the children’s needs, like they’re first haircut. Or if you are expanding your service list to include men’s treatments, don’t make your service sound too feminine as it needs to appeal to their masculinity even if they are coming to a professional salon. Sure men want to relax and be pampered, but they’d never admit it so think about what kind of language they wouldn’t be afraid to pass on to their buddies.