13. März. 2015 | von Anna-Lena Lewerenz
We at Belbo are happy to let our customers know the latest trends in hair and beauty. What we know about is the Internet and how to use it. That's why we've compiled the most important online marketing tips that allow beauty professionals to maintain and grow their customer base.
Part 1 deals with a core element of online marketing: your own website. It is an integral part of every company's communication and so every hair salon and cosmetics studio should have a page to present themselves to existing and new customers.
The possibilities for website design are very diverse: whether floral and colorful or strictly geometric – here you can be creative and give your business its own identity. Of course, this should also match the other elements of your external presentation. A coherent overall concept from salon design through printed materials to the website creates a professional impression. A design agency or freelance designer can help plan this. What's important is that not just your own taste is taken into account. Who is my target audience and what visual language will reach them best?
Every service provider knows: a ready-made solution cannot compare to the solid craftsmanship of an experienced professional. Of course, this also applies to a salon website. Ideally, you would commission a web agency to design and create your own website. A professional agency provides a CMS right away: The Content Management System allows the website owner to exchange texts and images on their own website without HTML knowledge, which saves time and costs in the future.
Such CMS systems also exist as ready-made solutions, for example from various large Internet providers as a so-called homepage builder kit. You can create a website with these without prior knowledge and often a basic version is even free of charge.
However, the salon website will quickly look mass-produced – individual company identity is something different! If the budget is a bit tighter, however, the ready-made solution is certainly an alternative. A graphic designer can also add an individual touch here, often at a lower price than a complete redesign.
The beauty industry is predestined to work with large, meaningful images. Let your customers immerse themselves in your world. Radiant colors, healthy complexion, shiny hair and nails, expressive eyelashes: nothing proves your competence as impressively as a few selected high-quality images. Not only do Internet users rarely read longer texts, a picture is worth a thousand words. Invest a little budget in (or borrow) a good camera and take some well-lit photos of your salon and your creations. Or better yet: hire a photographer for a professional photo shoot and you'll have good image material for a professional appearance for a long time to come.
The content on your website should always be current. If nobody really has time to regularly take care of the web presence, you can keep the texts and images somewhat more general and dispense with stating a publication date. Outdated news and Christmas greetings from 2005 are definitely taboo on the homepage!
If you run a blog or news section, you need to make sure that the first visible entries are always up to date. By the way, this doesn't mean you should delete older content! A long list of campaigns and news suggests continuity – and is also valuable content for findability in search engines like Google.
Structure your navigation menu clearly and orderly. A new customer visiting your site for the first time should quickly find all the information she's looking for with just a few mouse clicks – information that will decide whether she books an appointment with you or not. A good navigation should have a maximum of seven items, preferably a few fewer. Consider whether individual pages like "Philosophy" and "Team" could also be combined under "About Us".
We hope you find these tips helpful! Part II will be coming soon.
Get in touch with us if you have any questions or would like to take a closer look at Belbo.
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