Beauty professionals hear constantly that social media is THE way to attract new clientele. It’s almost drilled into us that posting daily images, reels, and stories is non-negotiable for capturing audiences and building a brand.
Don’t get me wrong: social media is great for that! In my experience, though, it’s not the end-all and be-all.
Many stylists and salons overlook the incredible power of Google as a lead channel. Last month, as an independent stylist, I generated more than 50 leads from Google alone.
When people are ready to book, most take to Google to search “[insert salon service] near me.” This is the most valuable traffic any professional can capture, as searchers are showing immediate demand.
Here are my main four techniques for keeping a steady stream of new clients coming to me, no social media required.
1. Create or Optimize Your Google Business Profile
A strong Google Business Profile (GBP) is critical for capturing online searchers. It doesn’t take strong tech skills to set up, and can be optimized in under an hour.
This is where most of your Google clients will come from (unless you run ads — more on that in a minute).
Here’s how to create and optimize your GBP:
- Choose the most accurate primary category such as “hair salon” or “hairdresser;”
- Add relevant secondary categories;
- Use that service section! Include all your services with descriptions;
- Upload all your products to the product section. Add high-quality photos: exterior and interior salon shots, images of your work, happy clients, and products;
- If you can, set your hours to stay open longer. This can help with ranking during closing times;
- Enter your full street address with zip code, and your business will be added to Google Maps — an invaluable tool for online searchers;
- Include as many attributes as you can about your business and your work;
- Verify your profile. This requires waiting for Google to mail a card with a verification code to your business address. Once you get it and enter the code, you’re official.
2. Grow Reviews and Keep That GBP Updated
Even a well-optimized Google Business Profile isn’t “set it and forget it.” You should return to it, ideally every week, to update with fresh content such as new products or services, promotions, sales, events, announcements, and photos. Post updates, offers, and new reviews regularly under the Posts/ Add Update tab.
Regarding reviews: If you’re not actively pursuing Google reviews from happy clients, now is the time to start.
Most consumers trust online reviews as much as personal recommendations. Studies show that 90% read them before choosing a business.
High ratings build crucial social clout and can boost revenue each time your star rating goes up, making reviews a simple yet powerful way to attract new clients.
Aim for at least two new reviews a week. How? Simply ask your clients — whether in person after an appointment or through other ways you communicate with them, such as emails or texts. Give them a direct link to your Google Business Profile.
3. Build a High-Converting Website
A good website makes a huge difference in making your business visible on Google, and ultimately getting new bookings.
Your website is an online reflection of your business so it should look polished, professional, and credible. It doesn’t need to be extensive — even a simple one- to five-page site with proper design will suffice.
During organic searches, Google ranks websites higher or lower based on several criteria. Without a doubt, it prioritizes well-optimized websites that contain relevant information and content, making those rank higher on the search page.
Important elements of your website:
- Clear calls to action, such as “Book Appointment;”
- Easy online booking;
- A complete, up-to-date service menu;
- A home page that’s easy to read and scan;
- Photos that show off your work;
- Answers to frequently asked client questions;
- Your location(s) and ways for clients to get in touch with you.
All these elements allow potential clients to quickly understand what services you offer, where you are located, what makes you unique, and how they can book with you.
4. Consider Google Ads for Intent Marketing
For fast and powerful results, I’ve found no better option than Google Ads.
Even a modest budget of $100-$300 a month can generate 30-70 new leads when ads are optimized for “intent marketing” — popping up when the user is actively searching, matching their intent to find a stylist or salon.
Google Ads can be tricky to set up and run, so if you’re not particularly tech savvy or knowledgeable about Google, this is where a marketing or advertising professional is valuable.
Unlike social media ads that disrupt browsing, targeted search ads appear when someone is looking for a stylist or salon. These relevant, timely ads lead to higher-quality leads that don’t break your bank.
Social media will always play an important role in marketing, however, combining it with Google make you a force to be reckoned with. By focusing on both inspiration-driven platforms and intent-driven search, stylists and salons can build a more stable, reliable, and consistent pipeline.
Ultimately, the goal is not to replace social media, but to expand beyond it. Stylists and salons who invest in their Google visibility will no doubt discover new opportunities for growth and success!
Anna Maksimov is a licensed cosmetologist based in Lake Oswego, OR and a graduate of Summit Salon Academy. She specializes in dimensional blonding, lived-in color, gray coverage, precision cutting, and Bellami-certified hair extension services.