3 essential ways to boost your salon or spa’s online reputation

Beauty and wellness customers in the U.S. are selective: A 2024 consumer survey found that almost half of regulars (49%) will only consider a salon or spa with a rating of 4.5 or 5 – up 6.5% since 2023.

Online reviews have become the gold standard for potential customers trusting the quality and experience of just about any business – reviews are word-of-mouth at internet speed. With 71% of salon and spa, and customers saying excellent results and quality of service define a great experience, online reviews are often the only way they can predict that's what they'll get.

Here's another reason to secure a high average rating: When consumers use the word "best" in search – such as "best salon near me" or "best spa in Rockwall," Google only displays businesses with an average of four or more stars, ensuring best-in-category salons and spas are featured in results.

If your salon or spa has a low average star rating – or, even worse, few or no reviews – you're missing out on local business. Don't worry – this blog post will get you on track with 3 questions to gauge your current approach and resources to boost your online reputation.

If your customers already walk out your doors happy with their service, you're halfway to receiving a great review. You just have to ask for their feedback. That's the first step in collecting reviews that would boost your overall rating.

You should also look at reviews as a tool for business improvement. You can learn from customers where your business may be stumbling, and then address or remedy those issues.

How to collect customer feedback and earn more reviews
A system like Zenoti software simply automates feedback requests for you: Salon and spa guests receive a notification after checkout, asking to rate their experience while it's still fresh – with just a few taps on their phone. They can then share their review on Google, Yelp, and Facebook just as easily, helping you collect online reviews without staff intervention.

A quick "thanks for your feedback" is highly recommended. For positive feedback, let the customer know you'll pass it on to staff named in the review, and warmly invite the reviewer back for their next service.

Responding to the occasional negative review is critical. A lack of response not only ignores an unhappy customer, but it shows others reading online that you don't pay attention to your clientele – that you don't care. Posting a response to a negative review is your opportunity to handle grievances with grace – and prevent guest churn and revenue loss with a simple apology, explanation, or offer to make it right.

How to easily monitor guest feedback
Again, review monitoring can be inconsistent and time-consuming without the right technology. Stay on top of guest sentiment with Zenoti Feedback and Reviews. The tool automatically notifies your staff of poor ratings, so they can promptly respond and incentivize unhappy customers to come back.

You can also bring all your customer reviews – from more than 200 sites including Google, Yelp, Facebook, TripAdvisor, Better Business Bureau, and more – into one place with online reputation management tools.

Your service providers greatly influence guests' perception of your salon or spa. When stylists, aestheticians and other providers are satisfied, it shows in their work and their attitude. That leads to delighted guests and glowing reviews for your business.

Along with providing competitive compensation and a dynamic culture and work environment, consider your relationship with your service providers. Assure them it's less transactional (you do hair, I employ you) and more aspirational (I care about you). This isn't as fluffy as it sounds.

From there, focus on helping providers work better and earn more. Not only will they impart their energy and care to customers, but they'll also be far less likely to leave your place of business.

How to empower service providers

Let technology manage the small details that make a difference – take the help of tools like MyZen, the Zenoti mobile app designed just for service providers, giving them transparency into their work.

Give providers control of their day. With a provider-focused app, stylists, aestheticians, and other professionals can start their day by clocking in and checking their appointments. They can also view key metrics, such as the number of guests scheduled, which guests requested them by name, and how many are new. Additionally, they can track tips and commissions and clock out directly through the app, simplifying their end-of-day routine.

Help providers earn more. Selling add-ons during appointments is essential for boosting commissions. With the right app, providers can access automated recommendations tailored to each service. For instance, if a guest is booked for a cut-and-color, the app might suggest a gloss treatment to increase the ticket size. These recommendations make it easy for providers to offer enhancements and earn more in tips.

Give providers insight into their earnings. The ideal app lets users track income, including tips and commissions, and ensures faster tip payouts compared to traditional cycles, helping providers stay informed and in control of their earnings.

As data confirms, salons, spas, and barbershop customers refer to online ratings to choose where they'll go for beauty and wellness care. If you're struggling to build or maintain your online reputation, here's a summary of how to turn things around.

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