Do’s & Don’ts For A Successful Salon Web Site

Thousands of people are searching for a tanning salon every month, and it is likely that at least some of those people live near your salon. In addition, there are thousands more looking for general tanning information— and many of them are using search engines to find local salon Web sites that have the answers to their questions. As a result, a quality Web site has become as important to a business as its telephone and, in some cases, more important than its business card.

Unfortunately, the shocking truth is that many salon owners are unable to reach online searchers because they don’t have a Web site, or their current Web site is not designed to bring people into the salon. But how do you build a successful salon Web site?

The short answer is to keep it simple and focus on the core “wants” of your customers and potential customers. Be aware that people who search online generally fall under one of three categories—those who want to contact you or get directions to your salon, those looking for a new salon to patronize and those looking for general information on tanning services. In order to appeal to all three types of prospects, you must keep a few things in mind.

Do keep the page layout simple. While you want your site to be visually interesting, don’t overdo it. Research shows that ease of navigation is crucial to the success of your Web site, and your home page should have links to all information in plain sight. For example, the most visible links could be: Home Page, Services, Directions, Contact Us, Specials, Articles and About Us. You also can include a pricing link if you feel this would be advantageous in your area.

Don’t overload your site with links, colors and flashy graphics. Too much clutter can confuse people or cause them to lose interest because the page loads too slowly. Ideally, your site should load in four seconds or less.

Do educate your prospect. Once you get your prospective customer’s attention, it’s time to explain why they should choose your salon. Focus on conveying the benefits of tanning at your salon and provide them with educational material on tanning in general. Once you explain what your salon has to offer and provide information on tanning and skincare, they won’t hesitate to spend money in your salon. However …