Tanning is all about looking good – and when it comes to building your salon’s Web site, shouldn’t you take equal pride in its design? It’s true that first impressions are everything. A clean design, easy navigational layout and sharp, engaging content can help a potential client decide if they want to purchase the points from you versus the salon down the street. And with more than 200 million people around the country using the Internet, the right Web site is vital for any business’ success. Heat up your earning potential with these tips provided by WSI President Ron McArthur and bring your Web site to its full potential.
1. Deal the Deals
It’s likely visitors to your Web site are looking for key pieces of information, such as a special points package, discounts on lotions or weekly specials. Avoid information overload and keep the copy clean and concise. Offering a special deal on Tuesday tans? Feature the promo prominently on the Web site’s landing page. Think about what sets you apart from the competition – your clients want to know how they can save money and still look good doing it.
2. Take Things Personal
It’s important to shape a positive image of your brand through other people’s words. For instance, layering customer reviews and testimonials can help paint a better picture of your company’s strengths. Other examples include creating a blog (add a link to it on your Web site) to record interesting things happening within your business. This will also give customers an opportunity to comment and provide feedback on the things you’re doing. Include photo galleries featuring staff profiles to help build buzz around your brand. There have been entire reality TV series centered around tanning salons – your Web site can be the perfect vehicle to hype the personalities of your business and help make it the hottest salon in town.
3. Virtuosity
Many of your clients are selective about their tanning preferences. Do they prefer lay down beds, stand up booths or spray tanning options? Instead of telling them about the services available, upload a virtual tour of your salon, showing them the options of where they can go gold. This can often be created by using a digital camera in video mode and a little help from an employee. Your clients will have a better idea of the services they are looking for before they even walk in the door, which saves everyone time and money.
4. Chic and Sleek
Never has image been more important than in the tanning salon industry. That’s why the design of your Web site is imperative to the success of your business. Consider the color scheme and icons you use – are they reflective of the salon image you want to project? And when it comes to style, remember that simple is always best. Internet users are lazy, and they want their information to be easily accessible. Implement the one-click rule: With no more than one click of the mouse, your potential customer should be able to find what is needed.
5. Buzz It Up
Make sure your Web site is hooked into the Internet social circuit of Facebook, Twitter and LinkedIn. By linking it to as many search engines and social networking sites as possible, you’ll bring more traffic to your site and ultimately more clients. Of course no salon is complete without its own Facebook and Twitter profile where you can feature all facets of your salon, as well as your Web site. To really spread the word, consider visiting relevant blogs and post comments along with your link. Making sure your Web site is mobile phone compatible is also essential in the age of Internet 2.0.
6. Need for Speed
Nobody has time to wait around for clunky Web pages to load. Your users want to know the deals available, the hours of operation and probably be on their way. Proper technical support is essential. Frequently check external links and make sure they are actually linking the reader to another site. Keep up to speed on industry buzz or new products available and update the content regularly. Engaging other salon operators in the industry and attending annual conventions are two great ways to keep your content sharp and speedy for your users.
Bottom line: As a salon operator, you may want to hire outside help for your Web site. Regardless, it’s important to hire a company that has the industry knowledge and marketing background to not only drive traffic to your site, but convert visitors to point-purchasing clients. Once you’ve found the right fit, stay close to the source and heed their advice. Make sure they know the end result you want, but be adaptable and roll with changes they might recommend. In the end, everyone will end up looking good.
Ron McArthur is the president of WSI, a global provider of digital marketing solutions to small- and medium-size businesses. Prior to joining WSI in 2004, McArthur served as president of the largest Office Coffee division of Canadian-based Van Houtte – one of North America’s leading gourmet coffee companies. He can be reached toll-free at 888.678.7588 or via e-mail at rmcarthur@wsicorporate.com.
