Spas and salons have a superpower: they make people feel better about themselves in under an hour. That’s no small thing. But here’s the catch: there are a lot of places doing the same thing, often within a five-minute drive. So the real question is, how do you get someone to book with you, not the slightly trendier spot across the street with eucalyptus-scented everything?
Let’s talk about the strategies that actually move the needle. Not fluff. Not “brand storytelling.” Just the stuff that gets people through the door and keeps them coming back.
Start where people are already looking: local search
If you’re a spa or salon, your next client is probably within a few miles of you, and on their phone. According to Google, 76 percent of people who search for something nearby on their phone end up visiting a business within a day. That’s not a maybe; that’s a “they’re literally walking in tomorrow” if they find you first.
So, first things first: claim your Google Business Profile. Fill it out like your rent depends on it, because it kind of does. Make sure your name, address, and phone number are accurate. Add photos that don’t look like they were taken in 2006. List your hours, services, and maybe throw in a little personality. Are you a no-frills kind of place? Do you offer oat milk lattes with every pedicure? Say so.
And reviews? They’re gold. Ask your regulars to leave them. Don’t overthink it. A quick “Hey, would you mind leaving us a review on Google?” after a great appointment goes a long way.
Also, use local keywords on your website. “Best facial in Austin” might sound a little braggy, but it’s exactly what people are typing into search bars.
Instagram and TikTok: your unofficial portfolio
Let’s not pretend people aren’t judging your work based on your Instagram feed. They are. Especially Gen Z, who, according to Statista, discover new brands on Instagram and TikTok more than anywhere else.
You don’t need a ring light empire to make this work. Just post real stuff. Show a time-lapse of a hair color transformation. Share a behind-the-scenes clip of a facial in progress (with client
permission, obviously). Use trending audio if it fits, but don’t force it. Authentic beats polished every time.
Micro-influencers can help too. Not the ones with 500K followers who live in LA and have never heard of your town; the local ones with 10K followers who actually come in for services. A quick video of their visit can do more than a thousand-dollar ad.
Make booking so easy it’s boring
Here’s the thing: people will absolutely abandon a service if booking it feels like work. A study by Square found that 61 percent of customers prefer to book appointments online. That number’s not going down.
So integrate an online booking system that doesn’t make people click through five pages just to find out you’re closed on Mondays. It should live on your website, your Instagram bio, even your Google Business page. Anywhere someone might look.
And once they book? Send reminders. Email, text, carrier
pigeon—whatever works. Just don’t let them forget. Fewer no-shows means more revenue without lifting a finger.
Also, your booking data is a goldmine. Use it. If someone comes in every six weeks for a haircut, send them a reminder at week five. Not creepy; just helpful.
Retention: cheaper, smarter, and way more fun
You know what’s more expensive than a balayage? Getting a brand-new customer. According to Harvard Business Review, it can cost five to twenty-five times more to get a new client than to keep a current one.
So don’t let your regulars fade into the void. Retarget them. If someone visited your site but didn’t book, hit them with a gentle nudge via Facebook or Google ads. “Still thinking about that massage?” works better than you’d think.
Email marketing is your friend here too. Segment your list. If someone only books facials, don’t send them a promo for hair extensions. Send them a skincare tip or a rebooking discount instead. Make it feel personal, not mass-produced.
And yes, loyalty programs work. So do referral bonuses. People love free stuff, especially when it comes with a side of pampering.
Seasonal promos: because your calendar is a sales tool
People don’t need a reason to treat themselves. But give them one, and they’ll book faster. Think: Mother’s Day spa packages;
“Back-to-school” haircuts for frazzled parents; Valentine’s Day couples massages. You get the idea.
Build a promo calendar. Plan it out for the year. That way, you’re not scrambling to come up with a cute name for a spring facial special on March 31st.
Use countdowns and limited-time offers to create urgency. Bundle services together to raise your average ticket. And promote across every channel: email, SMS, social, even in-store signage. The more places people see it, the more likely they are to act.
Track what’s working. Then do more of that.
This part isn’t sexy, but it’s non-negotiable. If you’re not tracking how your marketing performs, you’re basically guessing. And guessing is expensive.
Start with the basics. Where’s your web traffic coming from? Which posts are getting engagement? Are your email campaigns actually getting opened? Are your ads leading to bookings or just
impressions?
Tools like Google Analytics 4, Meta Ads Manager, Klaviyo, and Mailchimp can help you sort it all out. You don’t need to be a data scientist. Just look for patterns. If something works, do more of it. If it flops, tweak it or toss it.
And remember, marketing isn’t a one-and-done thing. It’s more like skincare. You don’t do it once and expect results forever. You keep at it, adjust, and stay consistent.
So there you go. Real strategies, no fluff. Whether you’re running a high-end spa or a cozy neighborhood salon, these are the moves that turn browsers into bookers and one-time clients into loyal
regulars.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog