Part 2: Beauty Salons
From your mother to your best friend & that co-worker with the perfectly groomed beard - seemingly everyone goes to beauty salons. There’s plenty of data to back that up, with the cosmetics product market alone expected to be valued at over $800bn by 2023. And those are just the products!
An industry this massive results in an incredibly competitive ecosystem where hundreds, and in bigger cities like London or Berlin, thousands of salons are battling it out for supremacy, new customer acquisition and retention.
This level of competition forces individual salon owners to go the extra mile in terms of self-presentation, marketing and their online presence. Because if you don’t look good online and your competitors at the other end of the street do - you’re screwed.
By now, most salon owners have done at least the bare minimum regarding their online presence, either setting up their own website, dedicated Facebook page or ideally - both. Quite a few also join the ever-increasing list of Treatwell locations, allowing their clients to book a treatment or procedure from them 24 hours a day, 7 days a week.
For many though, the buck stops there. Sure, they might snap several pictures of their salon with their smartphone or photograph a client getting a procedure done (which is actually illegal unless a model release form is signed), but few commit to getting their hands on professional, highly-converting pictures.
Running the risk of sounding like a broken record, I will repeat myself by stating that high-quality visuals are vital for a modern business. As your client base gets more and more accustomed to top-notch technology and outstanding visual representation, they will expect the same from the salons they visit. And when customers are presented with a choice between 2 similar establishments, more often than not, the pictures help seal the deal.
Don’t get me wrong, listing your treatment options, procedures, prices and other details about your business is still very important. But more likely than not, it’s the visual impact of your pictures that will convert casual browsers into engaged, potential customers.
It’s not just your salon’s interior either. There are multiple angles of your business that can be emphasised with pictures:
What your salon looks like from the outside
Your salon's interior
Just like restaurants, discussed in part 1 of this series, beauty salons can significantly benefit from professional photography. With so many competing establishments, being able to separate yourself from the pack and effectively displaying your salon’s perks can convert casual online browsers into engaged clients.
From exterior shots to product & staff photos - professional photography can transform the way your business is presented online. Conversion-optimised images increase your click-through-rate, converting more viewers & resulting in more happy clients!