The design of a salon website is about more than aesthetics. Sure, it should be beautiful, gorgeous and the other, but an effective website is one that makes the best use of what’s written to compel its visitors to act in as few words as possible. Plus, without at least a few strategically placed words, search engines won’t like you. So, it’s important to take the time to ensure your website content is concise, error-free and user-friendly. Here are some important components to writing a great website:
Write for your target client
If you have a casual, fun, low-key environment in the salon and you encourage your clients to treat you as friends, then your website should have the same language. If you have a very high-end, upscale culture, you may use a different tone to appeal to that type of expectation. Aside from tone, remember who you are talking to:
- You certainly want to shine the spotlight on your business, avoid making the whole site “me” centric. They care more about them, than you (sad, but true).
- It is also smart to leave out words or phrases someone outside of the salon industry would not understand. For example, don’t through out words or acronyms like IPL, unless you are positive they will be able to recognize that term.
- Think about your target client. What does he or she want from you? Instead of writing too much about the features of the service, talk about the specific benefits to your target customer. For example, say “Each service is customized to make you look and feel amazing.” instead of saying “We offer customized cuts and colors.”
Writing for a website isn’t the same as writing War and Peace. Keep words to an absolute minimum, focusing on the essentials. People spend less and less time reading websites, so be brief so you can be sure they make it to the bottom of the page where it says “Book Now!”
Edit your copy
Make sure two or three sets of eyes see everything that you post on your website to ensure there are no grammatical mistakes or blatant spelling errors. Another good rule is to read everything you have written out loud to yourself in order to check for mistakes. If you do not take your website seriously or professionally, how can you expect your clients to trust the salon services you offer?
Focus on headlines
When people read the Web, they scan information before deciding what to read. Specifically, keep your headlines about 8 words or less and don’t get too fancy with the wording. Headlines should be based on the main concept of the page and the main idea should be found in the lead or introduction of the story. For example, if it’s a page covering your wedding services, think about “Special Services for Your Special Wedding” or something similar.
You already know what your business is all about, but what about strangers that are searching for you online? What words would those potential clients type in a search engine box that would lead to you? If you are unsure of the right keywords to incorporate, try using the Google Keyword Tool to give you some insight. Include keywords in the title of each page, but make sure it doesn’t sound like spam. It needs to sound right and tell the reader exactly what the page is about.