Millions jump online to book their beauty & wellness treatments every day. In the same way that a good restaurant is judged by its menu, a great salon is assessed by its service list.
Reduce clutter, boost conversions
Ensure passing shoppers convert to returning clients by giving your own service menu a well-earned makeover.
1. Double down on your strengths
Providing too much choice can lead to indecision and potentially a lost booking. It's best to focus on your bestsellers.
- Every business is different, but somewhere between 8-15 services is generally a good amount to advertise online.
- Under Analytics, run your Sales By Service report to see your most popularly booked services. Remove services that are collecting dust so that clients don’t have to scroll through an endless list to find what they're looking for.
- Every so often, add a new service you'd like to introduce and test the water by offering a temporary 10% discount to see if there is demand.
2. Proofraed. Proofreed. Proofread.
Incorrect spelling and grammar stands out like a sore thumb, proofread everything before publishing your profile online!
- It will only take a few minutes to make sure that your grammar and formatting is consistent across your entire service list, but it could be the difference between plenty of appointments booked or a sea of empty space in the calendar.
Here's an example of a beautifully written service menu:
Here's one with some room for improvement:
TIP: Have a colleague or friend read over your services and make a test booking before you finally publish. It's easy to gloss over a little mistake yourself, but it might be obvious to another pair of eyes.
3. Keep it coherent
Your service list needs to make sense. How do you group services together?
- If you offer a Cut, Color and Dry combo or a Couple's Massage, bundle them into one Package to reduce clutter and make things easy for your client.
- If clients usually book a Foot Massage as well as a Pedicure, position them one after another to boost your chances of an upsell.
- Service add-ons can be hidden or incorporated as Variable pricing types.
TIP: Remember to write service descriptions that appeal to your target audience. What kind of tone suits your clientele? Write with them in mind.
4. Price appropriately
Based on our research, we found that clients are most comfortable booking online when they know exactly what they are signing up for. That's why it is mandatory to display prices.
- You sell time, so work out how much you currently charge per hour on average and determine whether it's enough to comfortably cover your overall costs, and then some.
- Simplify. Avoid $34.27 non-rounded prices and bizarre package bundles where the pricing is difficult to calculate. Make it super easy for clients to work out how much they'll be spending.
- Offer promotions based on the season and enable automated Marketing campaigns so that discounts are targeted to specific clients to build loyalty.
TIP: Know your worth! Don't be too heavy with discounts especially when you're starting out. Also, remember that a $59.99 service discounted by $20 looks more appealing than a $39.99 service sold at full price.
Sharpen up your service list using the tips above, capture flawless photos of your salon, and get listed on Fresha for more new clients every month. You don’t need to spend a fortune to get your business promoted, the tools are already laid out here in front of you.
For more service-related articles, see:
- Packages (Combos)
- How To Add Resources & Rooms
- Top 3 tips to make your Fresha profile stand out
- Fresha Photography Guidelines