7 mistakes salon owners still make with their websites

There’s no doubt that most salons have really upped their game when it comes to the web. Not only are they embracing social media, but most recognise that a website is an essential part of the marketing mix and a virtual shop window to the salon.

However, there are some fundamental mistakes that are still being made all too often and detracting from otherwise effective websites.

    1. Not making the site responsive
      In October 2016, for the first time ever, more people viewed web pages on a mobile than a desktop. That’s a stat that’s only going to go in one direction so if your website is only designed with a PC in mind those users are going to get a sub-standard experience. Factor in that search engines are putting increased weight on sites that are optimised for mobile and tablets and this really does become a necessity.
    2. Not collecting data
      It’s great if your website looks pretty, but it also needs to serve a purpose: in most cases to get clients into your salon. If someone visits your website they are at the very least luke-warm to your salon. Therefore it’s the perfect time to ask them for some personal information so that you can maintain contact with them whether they decide to book an appointment or not.  Beware of asking for too much information, though, it could scare them off.
    3. Failing to monitor performance
      Do you know how many people are visiting your website? What pages they are looking at? How many of them convert to being salon users? If the answer is no, then how can you understand whether your site is working for you or how you can improve it?
    4. Letting the site go stale
      Rather like the world of fashion, the Internet is a fast-moving commodity with new trends and micro-trends developing all the time – and a few classic looks that never go out of fashion! It’s not unusual to see a site that was fantastic a couple of years ago but looks dated now – and the implications for the perception of your brand are clear.
    5. Neglecting the content
      News, events and blogs are all great ways to give your brand a personality, keep clients up-to-date on what you and the team do and make sure the site stays fresh.  In contrast, neglected news pages with out of date articles can make you look sloppy and unprofessional.
    6. Linking to PDFs
      If the pdf is a downloadable offer or something that has been highly stylised and looks totally amazing you can get away with this, but price lists on a plain page or brochures made from proofs are unacceptable and look lazy.
    7. Still using Flash
      Yes, it’s clever and yes, you can do pretty things with Flash, but it doesn’t work on IOS (Apple) devices and that’s not going to change. If you want users to get the best experience and be able to engage with your site, you’ll need to get rid of the Flash. If it’s functionality you love, then a decent designer should be able to replicate it using alternative functionality.