Any successful salon or spa website needs an ‘about’ or an ‘about us’ page. Why? People want to know a bit about who and where they will be entrusting themselves to for their beauty needs. Before you disregard this blog thinking you have a section about your salon or spa, think about this – is your ‘About Us’ section outdated, unprofessional, lacking any relevant information? Could it use a facelift? Most of you could probably be nodding your head as this page is also the section that needs the most upkeep as your team is always evolving.
Why are we harping on about the ‘about’ section? Because this page ranks amongst the top three pages your customers go to when they visit your site, according to Inc Magazine. So your ‘about’ pages need to tell your salon’s story and give them a reason to trust, nay LOVE you before they walk through your front doors. Sell your salon by including photos of your team, pictures of your location, why you opened the salon, your inspirations and well-crafted biographies of your staff. Here are some tips on building out your ‘about’ section:
Employee bios are the ultimate selling tool. They provide a way for customers to build relationships with your stylists through personal history and they lend credibility. Think of including the following:
- Professional history.
- Extra certifications.
- Extended education.
- Editorial work.
- Personal interests.
- Inspirational quotes and tid-bits.
Remember, add your stylist’s experience and qualifications, but don’t forget the human interest elements – they have to be likeable as well as knowledgeable. Not only does this give the story more permanence but it also makes it easier for a customer to make a connection. Just make sure to keep it brief; too much text can be a turn-off.
A picture says a thousand words. Include photographs of your stylists alongside their biographies and consider even giving each stylist their own page where they can put some “before and after” photos of happy clients and start a dialogue with their own clients through comments on the client photos and updates on what that stylist is up to. This sort of interaction creates an impression for new clients looking for a new ‘best friend’ aka hairdresser.
You can also incorporate social media with your employee bios. Place share buttons with the bios so that customers can easily share information about their favorite stylists and before/after images. Likewise, you could include the feeds from your stylists’ Twitter feeds, Google+ updates or Facebook page; doing so has the same benefits as listing contact info – it shows you have nothing to hide and want to connect beyond the website.
Ok, so this is a no brainer but this can easily be missed. If the stylist is active in social media professionally, you should include links to their blogs, any portfolio websites, their social accounts, etc. Also have a ‘Book Now!’ link next to every single stylist bio to give viewers the ability to act immediately.