How To Create a Beauty Business Website That Converts Prospects into Clients


beauty business website maxine drakeYou may have a pretty website but does it convert prospects into paying clients for your beauty business?

Your website conversion rate is where the rubber meets the road. It’s time to examine a few things if your website isn’t helping you attract ideal clients and generate sales for ultimate beauty business growth.

Common Beauty Business Website Mistakes

Here are the common website mistakes made by many beauty business owners and what you can do to fix them:

Unclear Marketing Message

Your visitors should know right away what you do and how you can help them when they land on your website. Write copy that clearly communicates your unique positioning, how you help your clients solve their biggest problems, and why visitors should book an appointment with you.

A Beauty Business Website with No Lead Capture Mechanism

Implement a lead generation strategy to grow your email list. This will allow you to build trust and nurture relationships with your audience while increasing sales through email marketing. Create a lead magnet that includes a “sign-up” button on your homepage or sidebar to capture your visitors’ email addresses.

Hard-to-Find Contact Information

Make sure your contact information is easy to find on your website to ensure you get those bookings! A “Contact Us” page is good if a person doesn’t have to fill out a bunch of fields to get in touch with you. Make it easy to do business with you. You can also include your contact information on the header or footer area so it’ll show up on all pages.

No Clear CTA

A clear call-to-action (CTA) is key to getting more visitors to take the desired actions, such as joining your mailing list, booking an appointment, or purchasing a product. Make sure your CTA buttons are positioned visibly, write action-focused copy that reiterates the benefits of taking action.

Too Much Focus on Yourself

Put the focus on your clients instead of yourself. Your visitors won’t care about your experience if they don’t understand why it matters to them. Instead of talking about yourself, your website content should focus on your clients’ big problems and how your business can solve them. You can then highlight why your expertise is relevant to them based on the solutions they need.

No Before/After Photo Or Testimonial

Many beauty business owners omit to showcase the results they have achieved for their clients. Sharing before/after photos, client testimonials, and social proof is one of the best ways to drive conversions on your website. Besides adding these photos to your homepage or sales page, you can also create a testimonial page or post case studies to highlight client success stories.

Must-Have Elements For Your Beauty Business Website

If you realized that there are quite a few updates you need to make to your website, you may wonder, what to do first?

Here are the most important elements to prioritize:

  • State early on in the user journey how you solve your clients’ problems. Consider the sequence visitors interact with your website and the page(s) you’re driving traffic to (e.g., homepage or sales page) so you can place this content strategically.
  • Communicate clearly how your products and services are relevant to your ideal clients. For example, why are your offerings different, why should they stay on the site to explore your content, and what are the benefits of working with you?
  • Include your one-liner on your website. For instance, you can incorporate it into your logo as a tagline or add it to the website header as a persistent element.
  • Incorporate CTAs to drive traffic to your online scheduler, which is the key to increasing your conversion rates. Besides your homepage and services page, you can include a CTA button as a persistent element on the sidebar and header or footer of your website to make it easy for visitors to take action.

Keep in mind that while it’s important to nurture relationships with current clients, your website’s main focus should be on prospects in your community who are considering doing business with you.

Join us for our next Esthetician Inner Circle Membership MasterClass, “Create a Beauty Business Website That Converts Prospects Into Clients.” We’ll show you step-by-step on how to create a beauty business website that converts. We’ll go through each section in detail and use our members’ websites as examples to show you exactly what to do on your website to generate more sales.

eic mockup beauty business website masterclass

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