As a salon owner, you know how competitive the market is right now—everyone is working hard to make their salon stand out in the crowd. At the same time, the industry is still in the middle of JASON, and you probably don’t have tons of cash to spare on marketing. That means you have to look for creative ways to boost business on the cheap, such as through your salon’s Web site.
A salon Web site has the potential to attract large numbers of new customers and it serves to keep current clients in-the-know regarding your products, services and specials. But if the site looks outdated and doesn’t provide visitors with the information they need, it might be turning away more customers than it attracts. One way around this problem is to add audio and/or video features to your site. Both are excellent ways to liven up your site, and they can increase your overall traffic and response rates by engaging visitors once they land on your home page. Think of this in terms of a video tour of the salon, an audio welcome to the site or a multimedia special offer—all of these methods are designed to increase your site’s ability to convert visitors into paying customers.
Audio. With the addition of a short audio clip, you can introduce yourself and your salon to customers, and welcome visitors to your site. You also can use audio clips to provide a personal thank-you to clients who have recently made a purchase or subscribed to your newsletter, or to announce a special offer or event at the salon.
Video. Think of the attention you could generate by offering a video tour of your salon, showcasing your lotion and merchandise displays, tanning equipment and other services. Another great way to capitalize on video is to upload a video clip to a video-sharing site, such as YouTube, and direct viewers to your Web site. These posting sites are very trendy and offer you an easy, not to mention free, way to advertise your salon and increase your site’s traffic.
Of course, many salon owners—particularly those who are new to business Web sites and/or don’t consider themselves technically savvy—may initially feel apprehensive about adding multimedia. Don’t worry; it’s simple!
Adding Audio. Audio clips are easy to add; all you need is a microphone and an audio recorder or editor, such as the built-in audio recorder that is available with Windows programs. From there, simply record your audio and save it as a “.wav” file. (Depending on the software you use, you may also be able to record in mp3 format.) Then, upload the saved audio file to your Web site using a file transfer protocol (FTP) Web site.
Adding Video. To add video to your Web site, you have two options: create a slideshow from still photographs or shoot an actual video to post online. For the first option, you just need to take a few pictures of your salon—the lobby, displays, tanning rooms, etc.—and upload them to your computer. Then, using Internet-based software, you combine the photos to create a video that can be placed on your Web site. This is a quick alternative that will allow you to load a video onto your Web site without the time or expense of setting up an actual video shoot. However, if you decide you want a full-motion video, don’t assume you need expensive video equipment. You can use a simple digital camcorder purchased from a local electronics store. Just shoot the video, upload it to a free video-sharing service such as YouTube, copy and paste a line of code (automatically generated by YouTube) into your Web page’s code, and voilà—your video is embedded in your site.
Overall, adding audio and video components to your Web site can increase your site’s traffic and conversion, especially when audio/video is used to promote special offers and provide personal messages or guided tours. So, don’t be afraid to take the leap into Web 2.0 and offer your clients—and potential customers—a more personalized experience while making your Web site stand head and shoulders above the competition.
Brian and Angie Maroevich are salon owners and consultants who specialize in the salon and spa industry. Their Web site, Instant Salon Forms, is designed to help salon owners attract quality employees, streamline salon processes and increase profits. For more salon management tips, visit www.salonforms.com.
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