Website for a hairdresser, salon or spa: let clients book straight away

"Will they get what I want?"

Anyone looking for a new hairdresser or salon compares three things: the work, the atmosphere and the price. Under that comparison sits one question: will they understand me? Choosing a new hairdresser is a bit scary. You're putting your appearance in the hands of someone you don't know.

With a spa or massage salon, something else plays a part. Many visitors don't really know what to expect. Where do I get changed? What if it gets awkward? That uncertainty holds people back, not the price.

Your site takes those doubts away, and then lets them book as quickly as possible.

Booking is the goal

Almost everyone who comes to your site eventually wants one thing: to pick a time. So put "Book online" on your first screen, together with what you do and where. On mobile that button also sits in a fixed bar at the bottom.

Using Salonized, Treatwell or another system? Build it into your own site. A button that jumps to another website without explanation feels like showing someone the door. At least say what happens: "You'll pick a time in our calendar."

A complete price list

Show all treatments, with price and duration. As text on your site, not as a photo of your price board.

If you use from-prices, say why. "Haircut from €38, depending on the length of your hair." A from-price without a reason feels like a surprise still to come. And for consumers every price includes VAT.

Clients book a person

With a hairdresser or beautician you don't just choose a salon. You choose someone. So put your team before your portfolio: a real photo, a first name and what someone is good at. "Anouk: curls and colour corrections."

For a spa, use that spot to describe what happens when you arrive. Where you hang your coat, whether there are bathrobes, how a massage begins. That takes away the tension many first-time visitors feel.

Your work and your reviews

Then comes the proof. Photos of your own work, in your own chairs. Not just a link to your Instagram: a visitor who ends up there often doesn't come back.

Add your reviews, with your Google score and the number of reviews. Do you have ANKO membership (the Dutch hairdressing association), brand training or massage qualifications? Mention them, with a link.

Then show your space. Atmosphere is a reason to choose for many clients, especially at a spa. But keep it real: your own interior, not a picture from a catalogue.

Questions people don't dare to ask

A frequently asked questions section works well here, because many questions are a bit awkward:

• What if I'm allergic to certain products?
• How does cancelling or rescheduling work?
• Do I need to prepare anything?
• Can I also pay by card or in cash?

Your cancellation policy should be clearly stated anyway, including at the booking button. "Free rescheduling up to 24 hours before", if that's true. That removes exactly the doubt someone has just before they book.

Gift cards

A gift card is a nice second route: for someone who isn't coming themselves, but wants to surprise someone else. Put a text link "Order a gift card" under your booking button, not next to it as a second big button. The main route stays booking.

The tone

Warm, personal, with first names. A spa can be calmer and more sensory. What to avoid: promises that sound medical, such as "anti-ageing" or "detoxifying". You can't deliver them and they breed distrust.

Better left out

• No prices, or only a photo of your price board.
• Booking through a separate page without explanation.
• Music that starts playing by itself.
• Only Instagram as a portfolio.
• Medical claims.