Why Your Hair Salon Website Is Filling Your Books With The Wrong Clients
The books are full but the clients are price-sensitive, they query every price increase and don’t rebook without a prompt.
If that sounds familiar, the instinct is usually to look at your prices, your promotions or your local competition.
But in most cases, the real culprit is something most salon owners wouldn’t immediately think to examine.
It’s your website copy that’s inadvertently attracting the wrong type of clients.
Your website copy is a client filter
Every word on your hair salon website sends a signal about who your hair salon is for.
When your website copy is generic and sounds similar to every other hair salon locally, the signal it sends is: we’re a standard salon, come in if you want a haircut.
That attracts clients who are choosing on convenience and price, not on expertise or experience.
The clients who value your specialism, invest in regular appointments, take your recommendations and rebook without being chased bypass this type of positioning.
Why generic salon copy attracts price-sensitive clients specifically
Price-sensitive clients make their decision based on what they can compare directly and price is often the easiest thing to compare when your positioning is generic.
A client who chooses your hair salon because your cut and blow dry is £5 cheaper than the salon up the road will leave the moment someone else is cheaper. They have no other reason to choose you.
A client who chooses your hair salon because your website showed them why you’re not the same as other hair salons is loyal. They rebook. They refer. They invest in the treatments you recommend.
Your dream clients are attracted by positioning-led website copy. The wrong clients are attracted by the absence of it.
What your website copy should be doing instead
Showing your specialism front and centre
Positioning the experience, not just the treatments
The clients who invest in their hair aren’t just buying a treatment. They’re buying an experience only you can deliver. Your website copy should lead with that USP and infuse it throughout so the right clients can feel whether your salon is the right fit before they’ve booked. This type of positioning is exactly what a website copywriter who works with hair salons and hair stylists can bring to your website copy.
Speaking directly to the clients you actually want
Generic positioning attracts everyone and you’re already finding that’s not necessarily a good thing.
Being busy is great but what you really want is to be busy with dream clients who are invested in being a regular client.
Website copy that speaks directly to the client who values expertise, invests in their hair and is looking for a long-term relationship with a salon is the website copy that fills your books with the clients you really want.
Most hair salons and hair stylists don’t have that type of website copy. Let’s make sure yours does so your hair salon website gets more enquiries and bookings.
Find out more about working with a website copywriter for hair salons
