Did you know that 73% of Americans say their shopping behaviours have changed since COVID struck? That’s a real big change to consumer behaviour, in less than a year’s time! As your forever-cheerleader and everlasting supporter of boosting your online presence and helping your beauty business thrive during this challenging time, it’s my job to let you know that your website probably needs a few updates to ‘get with the times’. So let’s jump in and make some changes together!

Whether you’re a nail tech, hair stylist, microblader, waxer, or esthetician, having a website is an absolutely essential part of marketing your business, especially these days. Your website will be the go-to resource for information about your business during changes to laws, health guidelines and regulations, and services available - and most importantly, an easy way to book an appointment with you!

First off, if you haven’t created a website for your beauty business yet, here’s everything you need to get started on that right away.

Millions of people are at home using Google to find and explore beauty businesses in their area every day - are they finding you? If you have a website with all the right info available, you can be sure they are! Here’s my tips for tweaking your website to be found every time on Google.

Today I’m sharing the nitty-gritty on all the information you need to have on your website during the COVID-19 pandemic, and how you can use your website to connect with your community, keep them informed and safe, and best of all, get some new smiley faces in your chair!

Share all the latest ways you’re keeping clients safe and healthy during COVID-19 on your website

Everyone has safety and health on their minds these days, and I promise you, visitors are looking to your socials and your website to find out what you’re doing to keep the public safe.

Current and new clients need to feel secure visiting the business of their choice - especially in a personal care setting like a beauty business. Therefore it's super important that you address the situation as it stands (especially if it’s recently changed) and explain the protocols and protections in place at your beauty business for customers’ safety and comfort.

Some salons are only allowed to operate outside, while others have limited indoor capacity. Most businesses are required to enforce the use of personal protective equipment (PPE) for both employees and clients in indoor and outdoor settings.Customers need to know this information well before they book with you in order to make an informed decision that they’re comfortable with.

By now, you’ve got your social media accounts up-to-date with this information, but you need to get it up on your website, too!

I recommend building a separate page on your website specifically addressing COVID-19 procedures in your business such as PPE requirements, what you’re doing in the way of extra hygiene and sanitation, and specific guidelines for maintaining social distancing during appointments. Pictures of things like plexi-glassed appointment booths, directional arrows and spacing stickers on the floor in your salon will be helpful for customers to see, so they know what to expect. Even better, an informational video of you explaining and showing procedures is a great way to warm up potential and returning clients to the changes, while keeping them familiar with your beautiful face! Display a large banner on the Homepage of your website that says ‘COVID-19 Information and Updates’ that visitors can click on to be taken to this page - it’s good to have this banner at both the top and bottom of your website, so nobody misses it while scrolling.

As well, I highly recommend putting up an FAQ for visitors to browse about policies and procedures in your salon during the pandemic. Include all the questions you’ve been asked by clients about how things work during COVID, to keep all your bases covered.

When sending out email and text confirmations for booked appointments, be sure to link to both your COVID-19 info and FAQ pages so that clients know exactly what to expect before their visit.

Your website should provide a place where you can connect with your community during a time of constant change

There are signs that the COVID pandemic is creating a sense of community, despite keeping people from physically gathering together. In fact, studies show that 80% of people are feeling as connected or more connected to their communities than in the past.

As a beauty business owner, you have an amazing opportunity to foster a genuine connection, and your website can play a huge role in that. You’re a person first, a business owner second. You have a chance to show your human side and show up for people that are looking for that connection.

I have been inspired and touched by the stories shared with me by beauty business owners who have really stepped up during this tough time and shown leadership, compassion, and understanding - stories of owners reaching out to their audiences through the internet and saying, “Hey, I’m here with you. We’re in this together. Here’s what I’m going through...what about you?”

Your website is the perfect place to share what’s on your heart and reach out to your community. I know you’ve done a great job connecting on your socials, but don’t forget the best way to share your story, reach out and connect with your audience: a blog!

Starting a blog on your website gives you the chance to:

share your wisdom and experience, and provide a valuable educational piece for people who are looking for ways to stay mentally stimulated while stuck at home.

gives you a space to be open and vulnerable with visitors about your personal experience as a beauty business owner, which will warm the hearts of people reading and make them more likely to want to try out your business.

You can use your blog to plug other local businesses, and provide valuable community support to others by doing so. I love seeing that, and so does your audience!

Having a blog keeps your community updated on where you’re at as a business owner, and offers others a glimpse into your world. Try it out today and have fun with it!

Join the massive boom in online sales by starting a simple eCommerce store on your website

There has been a 30% increase in online shopping for personal care and beauty items during the pandemic in most countries. On top of that, people have been very proactive about buying local to support businesses in their community. Both of these facts are amazing news for you as a beauty business owner, as it gives you a perfect opportunity to set up a busy and successful online store on your website.

This past April and May, I helped hundreds of beauty business owners set up online stores through the Milk and Honey Club. Some owners made huge sales - $500 in one day, and $2,000 in a week!

If you’re afraid of having to deal with the ‘tech’ side of setting up an eCommerce, fear not! Every single beauty business owner that set up a store said it was so much easier than they thought it would be. The fear had been holding them back, but once they jumped in they didn’t regret it.

The types of things you can sell in your online store are the things that people are searching for every day: at-home personal care kits, hair dyes, nail sets, waxing strips, lotions and balms, and makeup packs. Anything you sell in your salon, you can sell online! You can handcraft beautiful kits that your clients will love, and you’ll get a chance to be creative as heck with your offerings.

My suggestion to clients is to set up an eCommerce with Square. It’s super simple to use, and in no time at all you’ll be making money online.

Watch this video for more information on setting up your own online store today!

Cover all your bases with a well-rounded, informative website that educates, connects and inspires during COVID-19

Long after we’ve said goodbye to COVID-19 and breathed a huge sigh of relief as things return to a more normal way of life, your website will be a helpful, fun, all-in-one-marketing-win for you and your clients. It will be a place to connect with your community, sell your hand-crafted products and tutorials, and let everyone know that you are committed to their safety, wellbeing, and beauty needs during a tumultuous time in our lives.

What are you waiting for? Get started today with my free guide to getting your beauty business website ready to bring you the attention you deserve!