I recently ran a survey and discovered that a huge majority of clients want to see a detailed service list on your website. They want to see what you're offering and how much it may cost them.
New clients often use your service list to decide if you're the stylist for them, pick what service they are going to book, and estimate what their cost will be at check-out.
It's super-important to make sure potential clients get good information so they book the correct service, know what they will receive when they come in, and don't have sticker shock when you're done taking care of them.
Here are three ways to improve your website's service list:
💋 Be specific.
If you simply list "Haircut", clients may be left wondering what the service includes. Does that include a shampoo? Would they be up-charged if you blow dry their hair or use hot tools? Do you charge differently for short hair as opposed to long hair?
My salon lists separate services for a Haircut with and without a Blow Dry Style. We also specify who those services are for.
For example, the description under the "Haircut without Blow Dry Style" service specifies that the service is ideal for "clients who prefer to have their hair cut dry, or who have their hair cut short enough that a blow dry style is not necessary".
Being specific will give your clients a clear idea of what their service will entail, which eliminates the risk of sticker shock at the register.
💋 Use adjectives in your service descriptions.
What sounds better:
"Includes a shampoo, haircut, and style."
"Includes a fabulous shampoo with optional scalp massage, customized haircut, and blow dry style."
I love to include descriptive words in my service descriptions. Not only does it make my services sound valuable, it keeps me accountable to deliver what I described online.
Using descriptive words will make your services sound more appealing, and make clients excited to come see you!
💋 Avoid industry jargon.
We all know the difference between a partial foil and full foil, but we shouldn't expect our clients to. The first time I got my hair colored at a salon, the receptionist asked me over the phone if I wanted a "partial or full" and I honestly had no idea what she meant.
Clients aren't always savvy on the latest trends. Heck, sometimes it's hard for me to keep up! Ombre', sombre', babylights, oh my!
I recommend either brainstorming client-friendly descriptions for your services (especially color services), or indicating the what the results look like in your descriptions. I've seen some stylists include a few example photos, which I think is fantastic!
Clarifying industry-speak or providing examples will help clients book the correct service, ensuring you will have enough time for what they're wanting.