How to master your online presence and attract wellness clients

Doing business in the digital age? You can no longer rely solely on walk-ins, word of mouth, and occasional marketing for your salon or spa. A strong online presence is an absolute must for reasons we’ll cover as we go. Here’s one for starters: a whopping 98% of people check online reviews for local businesses.

Often the first impression for potential clients, your digital presence can determine whether they walk in through your doors or end up as regulars at the day spa down the street.

Whether you run a barbershop, a salon, or a massage therapy studio, investing in your online visibility will help attract the right audience, increase bookings, and build trust.

Online reputation management was once as simple as reading and responding to customer reviews. Truly tending to how you present as a brand means ensuring every touchpoint – through Google reviews, your Instagram feed, and even your booking process – reflects your brand’s quality and professionalism.

Actually, there’s even more to it than that. There’s also the matter of optimizing your digital presence and content for search engine dominance. Then you’ll have the best chance of attracting the people seeking what you offer.

If all that sounds like a lot, it is. This detailed guide breaks it down for you and your team. Each section includes key actions to improve your online presence, manage your reputation, and streamline with automation to stand out, build trust, and really thrive as a business.

Let’s get into it!

How do your new customers find you? Walk-ins and referrals aside, they might come upon your Google listing and go to your website or click on your Facebook or Instagram ad. If what they see is incomplete, confusing, or outdated, you risk losing business, so making a solid first impression is crucial. 

Start with three platforms: Google Business, Yelp, and Facebook. These listings act as signposts for your business. Ensure all essential information is accurate and consistent across platforms – phone number, website, and hours of operation. 

Why is consistency so important? Businesses with accurate profiles are more likely to appear in local search results, like “spa near me” or “best yoga studio in [city].” 

On Google Business, you can post photos of your space, list promotions, and answer frequently asked questions, giving customers a clearer picture of what to expect when they visit. 

See how to claim and optimize your Google Business profile if you don’t already have one. 

Related reading: How massage spas can dominate local SEO and capture more leads 

Picture this: Sarah had a rough day and searches for “best massage near me” to unwind. With Reserve with Google, she quickly books an appointment directly from her search results, skipping the hassle of navigating to the spa's website or calling to speak to the front desk. With just a few clicks, she secures her preferred time slot. Now that’s a seamless process. 

For Reserve with Google (or Google Reserve for short) to work, your online booking software should integrate with Google. 

Did you know businesses that integrate booking from Google are 15% more likely to attract new guests? Think of such tools as rolling out the red carpet for potential customers. The simpler and faster their path to connecting with you, the better.  

As today’s word of mouth, online reviews are part of a brand’s assets. Recent survey data shows that 75% of salon customers check reviews before booking. That figure jumps to 90% for customers aged 30-44. 

Encourage satisfied clients to share their experiences online. Send automated requests via email or text after their visit. Investing in reputation management tools can also boost your engagement rate with reviewers, whether you’re requesting new reviews or responding to feedback. 

Here’s compelling evidence for why you should manage your online reputation: Almost half (49%) of salon and spa regulars will only consider a business with a rating of 4.5 or 5. Nine out of 10 won’t consider a business with a rating below 4 out of 5. 

Trust is the foundation of every client relationship, especially in today’s digital-first world, and your online reputation is a way to cultivate it. 

Responding to positive reviews shows you value all guest feedback. A simple “Thank you for your kind words. We’re thrilled you enjoyed your experience!” is all it takes.  

Addressing negative reviews professionally is just as important. Acknowledge the issue, apologize, and offer a solution. For instance, “We’re so sorry you had a bad experience. Please contact us so we can make things right.” This shows accountability, helping you turn unhappy customers around. 

While some customers are happy to share their feedback without any prompting, it takes a friendly nudge for others to leave a review. Automating requests through email or SMS is non-intrusive. Sent shortly after the guest leaves, these reminders land in that golden window when they’re still glowing from their facial or blissed out from their blowout.  

Keep the request friendly and concise, like, “We’d love your feedback! Please take a moment to review your experience.” 

Highlight your glowing reviews across your website and social media. A well-placed testimonial on your homepage or a “Client Stories” highlight reel on Instagram helps people checking out your business to see if they should book with you. Seeing real feedback from others instills confidence in your brand and encourages not just new bookings but also repeat visits. 

Related reading: 3 essential ways to boost your salon or spa's online reputation 

Social media isn’t just a place to show off your stylists’ excellent work or your fabulous treatment rooms. Those are both great uses, of course, but remember it’s a tool you can use to drum up business and drive bookings. 

If your social platforms are passive content hubs, here are some ways to turn them into active booking engines. 

Think of your pages as mini storefronts. Every element, including your bio and profile picture, should clearly reflect your brand’s values and services. For instance, make sure your Instagram bio highlights your unique selling proposition. Include key details like what you offer, where you’re located, and how customers can book with you. 

Add “Book Now” buttons to your Instagram and Facebook pages – software platforms like Zenoti help clients book without leaving the app. Turning page visitors into paying customers was never easier. 

Post a mix of behind-the-scenes videos, customer stories, and tutorials to keep your audience interested. Polls and quizzes are great for boosting engagement by encouraging participation. 

For example, a fitness studio could post time-lapse videos of classes being prepared, share an interview with an instructor, or celebrate a client reaching a milestone. Run a hydration poll and reward a randomly chosen winner with a premium water bottle – an easy way to engage and reward club members. Who doesn’t like the feeling of winning, nifty freebie included?! 

Posting consistency is just as important as content variety. Use a calendar to plan out your posts and keep your business top of mind for customers. 

Use your platforms to drum up deals. Instagram Stories are perfect for this because they’re quick and eye-catching. Stories disappear after 24 hours unless you add them to your profile as story highlights. Similarly, Meta ads allow you to create targeted campaigns with just clicks. 

Create urgency to drive engagement. For instance, a spa might run a Father’s Day special with a countdown widget. 

Automation helps you become more efficient. But that’s not all. You can use it to personalize experiences, too. By using AI tools, businesses can save time while enhancing the human connection that customers value. Automation empowers you to focus on building relationships and delivering exceptional service. 

Missed appointments can be a huge drain on resources, but automated reminders can help. By sending timely email or SMS notifications, you can reduce no-show rates by up to 50%. These reminders ensure your customers stay informed and prepared, while also freeing up your team from manual follow-ups. 

Every unfinished booking is a missed opportunity. AI-powered nudges can re-engage potential clients who did not complete their reservations. Whether through email or text message, such notifications encourage customers to return and buy the product or service in their shopping cart. Software like Zenoti remembers where customers left off so they can quickly complete their booking. 

This feature doesn’t just help you secure bookings (and revenue) that would have slipped away otherwise. It’s a service to customers who welcome the nudge for self-care. 

AI-driven analysis allows you to tailor promotions to each customer’s unique preferences and behaviors. How does this happen? Such analysis references the customer’s purchase history (products and services), helping you create offers that feel personal and relevant.  

Pro tip: Automated reputation management tools can increase review response rates by 40%, says The Definitive Guide to Growth from Zenoti. 

By integrating AI and automation into your operations, you can streamline processes, enhance customer experiences, and ultimately grow your business. It’s about working smarter and connecting better. 

Pro tip: AI-driven engagement results in up to a 30% increase in conversions. 

Happy clients hold the key to business growth. They’re brand advocates bringing new business through referrals. When clients feel valued, it leads to repeat visits and ultimately a higher lifetime value. 

It’s no secret that positive guest experiences start with your staff. So, how can you set them up to succeed? Here’s useful intel including advice from two beauty industry leaders. 

Your technology is only as powerful as your team’s ability to use it well. Train your staff on booking systems, feedback platforms, and client management tools. 

A learning management system with your service content and courses is “a great tool for new artists, or for old artists to go back to and get a refresh,” says Kelly Daniels, VP of Operations at Hammer & Nails on transforming talent acquisition in beauty and wellness. 

Medspas and day spas that provide a stellar service experience have “the commonality of a great, well-trained staff,” says OrangeTwist founder Clint Carnell about delivering customer bliss. 

Small gestures like a handwritten thank-you note or an unexpected upgrade can make a big impression. A boutique spa might surprise a guest returning for a massage with free infrared sauna time.  

When clients are delighted, they naturally share their positive experiences, helping your brand reach more people. By prioritizing training and emphasizing personal touches, you build trust and loyalty, changing customers into enthusiastic ambassadors who’ll drive growth for your business. 

Picture this: A customer walks into your barbershop, excited for a fresh cut before a big event. But something goes wrong, and they leave a bad review. Instead of panicking, you reach out with empathy, offer to make things right, and invite them back for a free redo. Not only do you turn their experience around, but you also build trust with future customers. 

With 80% of salon and spa regulars saying businesses should respond to negative reviews, you can’t afford to turn a blind eye. 

Speed and sincerity are crucial when dealing with negative feedback in any industry, but especially in beauty and wellness. When Fenty Beauty faced backlash over its "Geisha Chic" highlighter, the brand pulled the product and issued an apology. The name was criticized for evoking the oppressive history of geisha culture. Fenty Beauty even DM-ed a personal apology to a fan on Instagram, saying the product had been discontinued and would be sold under a different name. 

Pro tip: Lighten the load for your team with reputation management software. Automated review requests and pre-written templates save time for everyone

Improving your online presence is not a one-time task but an ongoing process. Track how you’re doing regularly to identify your brand’s areas of strength and opportunities for improvement. A proactive approach to optimizing your online presence helps you stay competitive and relevant. 

By taking these actions, you can build an even better online presence. Remember, the key to success lies in staying adaptable, learning from your data, and continually evolving your strategies to meet the needs of your audience. 

Need a thought starter or two? Hear from beauty and wellness business leaders on how to make your data work for you. 

Pro tip: Tools like Zenoti empower you to track real-time metrics for insight into customer behaviors and preferences. 

In a world where potential guests often turn to the internet to research and compare options, your digital footprint will help determine if they choose your business or not. 

From mastering reputation management to using AI automations for marketing and personalization, the opportunities to attract and retain guests are many. A strong online presence not only builds trust but also positions your brand as a leader in the wellness space. 

Now is the perfect time to act and elevate your digital strategy.  

Start by updating your business profiles across all platforms to ensure accuracy and consistency. Encourage satisfied guests to leave reviews because such feedback helps draw new customers to your business. Be sure to streamline your booking process to make it frictionless and user-friendly. Include booking buttons in your social media. 

Finally, focus on creating share-worthy experiences that spark word of mouth and social media buzz.  

Implement these steps and it won’t be long before your online presence becomes a healthy source of new and repeat business, driving steady growth for your brand. 

Want more tips? Download The Definitive Guide to Growth from Zenoti. It’s food for thought with nine growth principles and ways to make the most of your online presence.