Remember the Kevin Costner movie Field Of Dreams? (if not bare with me…)
In particular the section where he builds a baseball pitch in his cornfield with the premise of build it and they will come (and by that he is meaning the ghosts of baseball legends, very odd).
Yeah I know it’s as super old movie, but the theory of “Build it and they will come” is important here.
So moving along, a lot of salon and spa owners build or get their website built kinda operate under the same pretence. “I’ve gotta website now, surely I’ll get more clients”.
Not sure if you had those same ideas, I know when I first went into business, I certainly did. Dropped $8,500 on a website back in 2004 and was waiting for the money to start rolling in.
I kept on waiting and waiting, and got not one call, nor sale.
So I picked up the phone and called my programmer and said something along these lines: “your website that cost me a bundle doesn’t work, I’ve made no sales”.
He asked, “are you driving traffic to it?”
Ahh, sorry what?
Cut a long story short, it was like a kick in the stomach, spending all that money “building and thinking they would come” but to realise, sorry, you now have to spend even more money or figuring out how to start driving traffic to it.
After many conversations with clients I know many of you can relate to this.
You probably have a good website but have you actually checked your website statistics to see if you are getting any traffic to it? And if so is it relevant traffic?
Also check to see if you are coming up on Google, do a search and see if you can be found for your service in your area.
Now the good news..,
Google wants to help local small businesses by making it easy for them to be found.
Because at the end of the day, they want their end users (your clients searching for you) to get the best results that will meet their needs.
And in the salon and spa industry this is more than often a local business that they are searching for.
So you just have to make sure you get your website there.
And get this…
You can help get your website to the top of Google without spending a fortune, it just takes knowing what to do.
There is 3 areas that you can get your website on Google for:
- Google My Business
- Google Adwords
- Google top 10 listings (Search engine Optimisation)
All 3 of these anyone can do – if you have the time – or you can get 3rd parties to help you (such as Spa Fresh).
The 1st is Google My Business,T which is the maps section of Google. Here they show a list of local businesses in a given area. All you have to do to appear on page 1 (this will also vary on how much competition is their) is simply go through the steps that you can find here: https://www.google.com/business
For more insight and instructions to do this properly make sure to download our Google Guide.
The 2nd is Google Adwords. This is a little more risky, as it is called Pay Per Click marketing. It is where you get a small ad appearing at the top of the page of Google and you can promote your business.
You do not pay to be there, only when someone decided to click on your ad.
The good news about adwords is it is incredibly fast, you can have an adwords ad up on page 1 of Google within 24-48 hours of listing the ad. So pretty much instant traffic.
On the flip side, you need to make sure it is setup correctly and it does not work for all clients as it can be very competitive and costly. So you really need to keep track of your all incoming calls and enquiries to make sure it is working for you.
To set up an adwords account is a lot more complicated but can be done here: www.google.com.au/AdWords
We have a tutorial coming out soon on how you can set this up, but for now if you are going to do this on your own, make sure to set daily budgets as it can really blow out your credit card if not set up correctly.
The 3rd way to get on Google is the Natural Listings. This is a bit more complicated and is determined by Google’s algorithms (which have over 2,000 elements). But the basics are having a good website with the following criteria:
- Good user friendly design and interface to encourage user engagement
- The website Optimised for your keywords and region
- A mobile responsive device (very important)
- Website speed for loading (they hate slow websites as I am sure your clients do as well)
- Good content that is relevant to the market place
Now here’s some small things you can do to your website to help it climb the search engines.
- Link it to your social media accounts
- Post images to your website of clients and then link that to social media etc
- Post good content to a blog, such as tips, stories and how to etc (ideally once a month as minimum as Google love fresh content)
- Rinse and repeat.
Now I know all this sounds like a lot of work, but if you can get your website to the top of Google you will notice an increase in clients to your website traffic (review your statistics), now if you do and you are not getting enquiries, you have another problem your web design.
See what we think a good website should have here: Web design tips
I hope you enjoyed the article and if you have yet to get our Google report which goes step by step through setting up Google My business and some insider tips you can download it here:
If you need any help implementing any of this please give our office a call on 1800 908 834 or email us via the contact form here.