Why Most Salons Plateau

If you’re asking “How do you get more bookings in a salon?”, you’re not alone. As a salon marketing agency, we’ve noticed that even the best salons hit a wall. The truth is, there’s no single “magic bullet.” The salons that consistently get more bookings use resilient, multi-channel salon marketing strategies, a frictionless booking process, and a focus on client experience from end to end. Here’s the ultimate, step-by-step guide packed with my own expert insights, real-world tactics, and the latest industry best practices for salon marketing.

1. Make Online Bookings Effortless

Online Booking: Remove All Friction

Today’s clients want to book instantly, often after hours, and they want it to be easy. Choose salon software (like Timely, Phorest, Fresha, Square Salon Software) that’s mobile-friendly, integrates with your website, and lets clients see real-time availability. Using the right salon software is a non-negotiable for any modern salon marketing strategy.

Pro tip:
Place your “Book Now” button everywhere website header/footer, every service page, social media bios, Google Business Profile, and even your email signature. Use clear CTAs like “Book Online 24/7” or “Limited Spots Book Now!” to get more salon clients booking with ease.

Service List Optimisation: Turn Browsers into Bookers

• Group Services Logically: Organise your menu by category (e.g., “Skin Treatments,” “Body Contouring,” “Men’s Waxing”) or by client concern (“Anti-Ageing,” “Acne Solutions”).

• Use Simple, Benefit-Focused Names: Swap generic names for descriptive ones. “Glow-Boosting Facial” or “Express Brow Makeover” is more compelling than “Facial” or “Brow Wax.”

• Add Short, Engaging Descriptions: For every service, include a one- or two-line summary that explains what it is and why it’s awesome no jargon, just clear benefits.

• Show Duration & Pricing: Clearly list how long each service takes and what it costs. This transparency builds trust and helps clients plan their visit.

• Feature Popular & New Services: Place bestsellers and new treatments at the top of your menu or in a “Featured” section so they’re seen first.

• Add High-Quality Photos: Use professional images for each category and include before-and-after shots where possible. Visuals help clients feel confident about booking.

• Update Regularly: Make sure your service list reflects your latest offerings, seasonal specials, and any changes in pricing or timing. This is a core part of ongoing salon marketing.

Booking Experience

• Book Now Buttons Everywhere: Add a “Book Now” button next to every service, not just at the top or bottom of your page. The easier it is to book, the more likely you are to get more salon clients.

• Mobile-First Booking: Test your booking flow on mobile devices. If it’s not fast and easy, fix it mobile is where most bookings happen.

• Display Ratings & Testimonials: Show off client ratings and reviews right next to services. A five-star review at the point of decision can tip clients over the edge and is a proven salon marketing strategy.

Appointment Reminders & Waitlists

Automated SMS and email reminders are a must. Most salon software can send these for you.
Advanced tip: Use reminders not just to confirm appointments but to upsell add-on services (“Looking forward to your facial tomorrow! Want to add a brow wax for just $15?”).

Set up a digital waiting list to fill last-minute cancellations when a spot opens, your system can automatically notify clients who want that time slot.

Flexible Cancellation & Rescheduling

Clients want flexibility. Make it easy to cancel or reschedule online, and communicate your policy clearly. This reduces booking hesitation and shows you respect your clients’ time.

2. Supercharge Customer Service

Prompt Responses

Respond quickly to online bookings, DMs, and emails. Speed builds trust and can be the difference between winning and losing a client. Fast communication is a hallmark of great salon marketing.

Loyalty Programs

Reward repeat clients with points, exclusive offers, or a VIP program. Not only does this boost retention, but it also increases average spend per visit. This is a key component of smart salon marketing strategies.

Simple Salon tip:
Use your salon software to automate rewards and notify clients about their points balance or upcoming rewards.

Personalised Experience

Use your booking system’s notes to remember client preferences, birthdays, favourite products, and more. Send personalised offers or birthday messages to make clients feel valued.

Follow-Up and Feedback

After every appointment, send a follow-up SMS or email asking for feedback or a review.
Square software: Automate these requests to go out after each service, making it easy for clients to leave Google or Facebook reviews.

In-Salon Experience

Greet clients by name, offer refreshments, and create a memorable visit to increase rebooking rates. Train your team to upsell or cross-sell during visits subtle suggestions for add-ons can boost revenue and client satisfaction. This is the kind of customer service that gets more salon clients talking about you.

3. Marketing Strategies to Attract & Retain Clients

a. Optimise Your Online Presence

Website

Your website should be more than a brochure it should be your 24/7 booking engine. Keep it up-to-date with your latest services, team bios, prices, and a clear “Book Now” button on every page.
Showcase reviews, before/after galleries, and awards or recognitions for extra trust. A well-optimised website is the foundation of any salon marketing agency’s approach.

Google My Business & Local SEO For Hair and Beauty Salons

Optimise your Google Business Profile with current info, photos, and regular posts. Encourage happy clients to leave Google reviews offer a small incentive if needed. This boosts your visibility and credibility, and it’s one of the biggest drivers of new bookings. Local SEO for salons is a non-negotiable part of successful salon marketing.

Social Media Profiles

Keep your Instagram and Facebook active with before/after photos, behind-the-scenes content, and client testimonials. Make sure your contact info and booking link are always easy to find.

b. Content Marketing

Educational Content

Write blog posts answering common questions (“Best treatments for pigmentation,” “How to maintain balayage at home”) and share them on your website and socials. Content marketing is a proven way to get more salon clients and boost your authority.

Style Guides & Service Spotlights

Create guides for trending styles, seasonal looks, or new treatments. Use these as lead magnets or share them via email to drive bookings.

Before-and-After Transformations

Nothing sells like results. Share real client stories and transformations to build trust and inspire bookings.

c. Social Media Contests & Influencer Collaborations

Social Media Contests

Run regular giveaways (e.g., “Win a free facial for you and a friend!”) to encourage sharing, tagging, and new followers. Make entering easy liking, commenting, or booking an appointment.

Collaborate with Local Influencers

Partner with local beauty or lifestyle influencers for shout-outs, reviews, or “Instagram takeovers.” Their audience trusts them, and a single post can drive a wave of new bookings.

d. Referral Programs & Reviews

Referral Rewards

Incentivise your clients to bring in friends offer discounts, free add-ons, or loyalty points for every successful referral. This turns your happy clients into your best marketers and is a classic salon marketing strategy.

Power of Google Reviews for your salon and other platforms like Trustpilot, fresha marketplace and others

Google reviews and video testimonials are pure gold. After every appointment, ask for a review and make it easy send a direct link via SMS or email. Offer a small reward, like $10 off their next visit, to boost participation. if you can further incentivise your clients to give more reviews across other platforms on top of this it is highly recommended as it will help you convert more of other people's website traffic they are getting and send it to your brand

Phorest, Fresha or Square Salon Software:
Automate these requests and track who has left reviews.

Showcase Social Proof

Show off client reviews and testimonials on your booking page and website. Use before-and-after galleries and highlight awards or recognitions.

e. Promotions and Discounts

Limited-Time Offers

Create urgency with flash sales or limited-time discounts on new or underbooked services. Promote these via SMS, email, and social media.

Bundle Packages

Combine popular services into packages at a special rate this increases average spend and gives clients a reason to try something new.

Booking-Focused Campaigns

Run special promotions like “Book online this week and get a free add-on.” Promote this across all your marketing channels.

f. Email Marketing & Database Reactivation

Nurture with Email

Send regular emails to your database with promotions, educational tips, and updates. Segment your list (e.g., lapsed clients, VIPs, birthday month) for more targeted offers.

Reactivation Campaigns

Reach out to clients who haven’t booked in a while with a “We Miss You” offer. Personalise the message and make it easy to book.

Personalised Offers Based on Booking Data

Use your booking history to send targeted offers (“We noticed you love facials here’s 20% off your next one!”). Segment your database for even more personalised campaigns.

4. Data-Driven Growth: Track, Optimise, Repeat

Use your salon software’s reporting tools to track bookings, revenue per client, popular services, and staff performance.
Identify your top-performing services and promote them more heavily.
Monitor gaps in your schedule and run last-minute promotions to fill them.
Set daily, weekly, and monthly targets for bookings and revenue review your progress and adjust your marketing accordingly.
Track booking sources (website, social, Google, etc.) and popular times/services.
Adjust staff rosters and promotions based on demand.
Use booking data to personalise offers and communication a core practice for every results-driven salon marketing agency.

5. My Expert System: The Booking Flywheel (My Go-To Approach)

What’s your go-to strategy for getting more bookings in a salon right now?
I don’t believe in just one. If you’re relying on a single tactic or channel, you’re setting yourself up for disappointment the moment that channel dries up or changes the rules. What works is a full marketing system that makes you resilient, visible, and in control no matter what’s happening in the market.

• Reputation (reviews/testimonials) → Boosts trust and ad conversion

• Database reactivation (SMS/email) → Fills gaps between new bookings

• Organic content (website, blog, SEO) → Attracts fresh eyes

• Paid ads (Google, Meta, retargeting) → Amplifies what’s already working

• Automation (salon software, CRM) → Keeps everything running smoothly

This is the “marketing vortex” approach: decentralised, integrated, and always-on. If one channel slows down, the others keep your calendar full. This is the foundation of every successful salon marketing strategy.

6. Actionable Steps to Boost Bookings This Week

• Review Request Campaign: Send an SMS/email to your database offering $50 off for a Google review. Include a direct link.

• Flash SMS/Email Offer: Promote a trending treatment with a 24-hour sale. Send 2–3 reminders for urgency.

• Follow-Up Calls: Call last week’s clients for feedback, review requests, and rebooking.

• Update Your Google Profile: Add new photos, respond to reviews, and check info is current.

• Run a Social Media Contest: Offer a free service for tagging/sharing announce the winner publicly.

• Referral Push: Remind clients about your referral rewards both in-salon and via email.

• Check Your Online Booking: Make sure it’s mobile-friendly, easy to use, and has clear service descriptions.

• Automate Reminders: Double-check your salon software is sending timely reminders and “missed you” follow-ups.

• Track Your Data: Use your salon software’s dashboard to spot gaps and opportunities then act fast.

• Booking-Focused Campaign: Try “Book online this week and get a complimentary treatment upgrade!”

7. Avoid These Common Booking Mistakes

• Relying on one channel: If you only do Facebook ads or only count on word of mouth, you’re vulnerable.

• Ignoring your database: Your easiest bookings are from people who already know you.

• No follow-up: If you don’t remind, rebook, or upsell, you’re leaving money on the table.

• No plan or budget: Without a strategy and a realistic marketing budget, growth will stall.

• Slow response times: Delayed replies to bookings or messages can lose you new clients instantly.

• Not using your salon software: If you’re not tracking and optimising, you’re flying blind.

• Neglecting in-salon experience: If the visit isn’t memorable, rebooking rates drop.

8. Tools & Salon Software for Automation

• Timely, Phorest, Fresha, Square Salon Software: For bookings, reminders, follow-ups, loyalty programs, waitlists, and client management.

• GoHighLevel: For CRM, SMS/email automation, review requests, and reactivation campaigns.

• Google Analytics & Facebook Pixel: For tracking what’s working and retargeting.

• Canva: For creating content, guides, and before/after visuals.

9. My Honest Answers to the Top Booking Questions

What marketing channels are giving the best ROI for salons/clinics this year?
Google is the clear front-runner. Clients with 800+ reviews are getting 100+ calls a month for free. Social ads are great for retargeting and amplifying what’s already working, but it’s the synergy Google, reviews, website, and ads that delivers the best ROI. The best salon marketing strategies combine all of these.

How much impact do Google reviews and video testimonials make on bookings?
Huge. Nothing converts like seeing a heap of five-star reviews and real client videos. They instantly boost credibility, search ranking, and bookings.

Are there any simple, actionable steps a salon owner can take this week to boost bookings?
Yes review request campaigns, flash SMS/email offers, follow-up calls, and updating your online presence all make a difference fast. This is the core of proactive salon marketing.

What’s the biggest mistake you see salons make when trying to fill their books?
Relying on one channel, not thinking long-term, and not having a proper strategy or marketing budget. Growth takes time, investment, and a willingness to use multiple channels.

Any software/tools you recommend for automating bookings or follow-ups?
Timely, Phorest, Fresha, Square Salon Software for bookings and reminders. GoHighLevel for CRM and automation. Use what integrates best with your workflow.

Conclusion: Build a Booking Flywheel, Not a One-Off Campaign

The most successful salons use a system a flywheel where every part (reputation, reactivation, content, ads, automation) feeds the next. Focus first on making booking easy, building trust, and activating your database. Then amplify with paid ads and partnerships. Want help building your system? Book your free marketing plan session at growsalon.com and see how a dedicated salon marketing agency can help you get more salon clients and grow with proven salon marketing strategies.

FAQs

How do I get clients to leave Google reviews?
Ask after every appointment, offer a small incentive, and send a direct link via SMS/email.

What’s the best way to fill last-minute gaps?
Run a flash SMS/email offer and post on your stories for instant bookings. Use your salon software’s waitlist feature to fill cancellations.

How important are video testimonials?
They’re critical video builds trust and can double your conversion rates.

What if I don’t have a big budget?
Start with your database, reputation, and organic content. Paid ads can come later to amplify your results.