Did you know the mysterious Google algorithm that determines your search page ranking favors websites that update their content frequently? So if it’s been a while since you’ve freshened up your site, a little tweaking may be in order; this will keep it interesting to both the search engines and to your clients.

Where to start? TruePresence, a national Internet marketing firm, has identified the seven most important pages your website must have to ensure it’s primed to help your salon grow.

1. About Us. The About Us page is your opportunity to differentiate your salon with an identity and style people will recognize. What makes your salon different from others in the area? Use this opportunity to “pre-sell” the client on your facility, unique service offerings (massage, waxing, special nail treatments), and packages (bridal, birthdays, etc.).

Offer bios and contact information for the nail technicians and management. List your hours of operation and include maps and directions.

Effective “About Us” pages are succinct. Visitors become bored reading a webpage that scrolls on forever. Most importantly, don’t get creative with your title. Keep it simple — visitors view this page to learn “About You.”

2. FAQs. FAQ pages save time and money on consultations by answering the questions clients ask before they come to your salon. Ask current clients for input. Post their questions and the answers. If you don’t think potential clients have questions, think again. If you don’t know what they might ask, have them submit questions via an online form. As you see repeats, turn them into your salon’s FAQs.

What are people saying about your salon? Include testimonials from happy customers about the atmosphere, customer service, decor, and overall experience. 

3. Latest News. A regular update of press releases and news — either about your salon, seasonal promotions, trends, or events — shows potential clients that your website isn’t stale and that you’re interested in being an information resource.

4. Services. Salon websites can generate huge profits, but only if clients can learn about the services you provide that make their manicures, pedicures, and other treatments worthwhile. Photos of your salon’s workstations, technicians, and before/after client photos can help boost your clients’ confidence in receiving services from you.

5. Current Inventory. If you sell products directly via your website keep it updated. Place technical details on subpages; those who are interested will find them. The main inventory page should include large photos and descriptions as well as prices.

6. Contact Info. Your Contact Us page should be accessible from every page on the site and repeated in the footer. Offer visitors a complete list of ways they can contact your salon: e-mail address, phone number, and physical address.

7. Contact Form. Users surfing away from home may not have access to their default e-mail account. Adding an easy-to-use form allows potential customers to quickly provide their information for follow-up contact. (And don’t forget to have a spot on your home page to collect valuable client e-mail addresses.)

Make sure your site has a purpose. If it’s to provide information, do it well. If it’s to attract new clients, create a great experience. Building a website that visitors enjoy browsing will boost client loyalty and encourage repeat visits.

— Judy Lessin

Coming Next Week: The 80/20 Rule