The first piece of the puzzle is to develop an effective landing page or home page. Your website’s home page is likely the first impression you’ll make on any prospective client.
Most people will determine if a website is useful to them within a matter of seconds. So, how can you capture your customer’s attention quickly?
A visitor to your website should be able to immediately identify what you do and what you specialize in. Whether it’s vibrant color, bridal hair, or men’s cuts, use your home page real estate to display your best work. Take a look at your favorite clothing retailer’s website. The first thing you’ll see is their latest collection. Show off what you’re selling! We’re commonly greeted with the salon’s team photo on the home page. While your staff may be undeniably good-looking, these images are better suited for a separate page.
Just like your favorite clothing retailer, your landing page should be updated frequently. Aim to switch up the imagery with each season. Furthermore, if your overall website design hasn’t been updated in a few years, now is the time! An outdated website, in both content and design, signals that your business is stuck in the past. The design of your site should be modern, but not generic—it must strongly reflect your unique brand. Use your logo, brand colors, and overall vibe to allude to the in-salon experience.
Having an easy-to-navigate website is essential! Your landing page should contain simple, clear messaging that provides an overview of your business. You don’t want to overwhelm users with too much information right off the bat. The key here is to hold the customer’s interest. Use your navigation menu to call out additional information your customer may want. Your navigation menu must have clearly labelled links (i.e. “Booking”), and follow a logical order. Start with the most important or popular areas (i.e. “Services”) and end with the “Contact” page.
Less is more. Just because you can add videos and music to your site, doesn’t mean you should! One of the biggest website turnoffs is being bombarded with songs and videos on the home page. Before publishing any form of media on your website, ask yourself if it adds value and serves a distinct purpose. Salon tour videos can add a lot of value if done properly—make sure yours is professional and shows a high quality salon experience.
Don’t lose out on new business because of an outdated, cluttered website! A clear, modern landing page will capture the attention of the clients you want in your chair.