Top 4 Ways to Get More Clients as a Beauty Therapist (Tips for Success)

To get more clients as a beauty therapist:

• Strengthen your social media presence
• Focus on local SEO 
• Partner with local beauty influencers
• Offer referral programs

As a beauty therapist, you must show visual results to build trust. That’s why social media is important, as it lets you post photos and reels of your work. When people see your quality, they’ll want to give you a try. One study found that 75% of people find and choose services through social media. 

The terms ‘facials near me’ and ‘eyebrow tinting near me’ receive 101K and 11K searches every month. Many of your target audience are turning to Google to find your specific beauty service. To capture them, you need a website and local SEO (search engine optimization) to rank high on Google. According to WebFX, 80% of top local searches lead to conversions.

Beauty influencers have loyal followers who are your ideal clients. If the influencer uses and promotes your services, their fans will likely do the same. A 2024 Influencer Marketing Report found that 86% of people try something they saw from an influencer.

A referral program encourages your clients to spread the word about your salon or clinic. Nielsen reports that 92% of people trust recommendations from friends and family. Your clients can bring in new clients simply by sharing their experience. 

In this article, we go over the 4 ways to get more clients as a beauty therapist. We look at each strategy’s benefits, success tips, and expert advice. We also show you how to stand out among other beauty therapists in the area.

1. Strengthen Your Beauty Salon’s Social Media Presence

The benefits of a strong social media presence for your beauty salon are:

• Lower-cost marketing than traditional advertising. 
• Direct communication with existing and potential clients. 
• A platform to express your personality and showcase your beauty skills. 
• A way to share visual results of your work, like reels of you applying makeup.
• A loyal community instead of just a client list. 

For your social media strategy, share content that highlights your beauty services. These include special offers, before-and-after transformations, action shots, and happy client results. Consistent posting lets you reach locals who are interested in what you do. To boost your social media presence even more, you must: 

• Use location hashtags. For example, add #facialcareChicago to your posts. You’ll show up in local searches and in the feeds of people nearby who’ve looked at similar content.
• Engage with your community. Reply to every comment and respond to DMs, even if it’s a quick thank you. When people see you’re active and friendly, they’ll feel more comfortable booking with you. It also boosts your visibility on the platform.
• Post engaging reels and stories. Short videos get lots of attention on social media. Use reels and stories to show quick beauty tips, behind-the-scenes moments, or client makeovers. These keep people watching – and the more they watch, the more the platform shows your content to others.
• Promote client testimonials. If a happy client sends you a message or leaves a great review, turn it into a post. Add a photo or video (with their permission), and share their kind words. Testimonials build trust and show potential clients you’re an expert at what you do. 

But which social media platform should you focus on as a beauty therapist? Here are the 3 best ones:

	Instagram	Facebook	TikTok
Why It Works:	It’s highly visual, perfect for any beauty niche. Here, post makeovers, skincare tips, product demos, or even your workspace.	You can connect with local clients immediately and run targeted ads. Facebook is built around communities, local groups, and detailed location-based targeting.	It’s easy to go viral here. Short, fun videos let you show off skincare routines, bust beauty myths, or film client treatments.
Features to Use:	Stories, reels, highlights (for showcasing services), and DMs to chat with potential clients.	Business page, local Facebook groups, Facebook events, Facebook ads, and reviews.	Trending sounds, hashtags, effects, and captions. Duet or stitch other creators’ videos to join in on popular topics.
Bonus:	Use local hashtags to get found by people nearby.	Has an older audience (30 to 60+ years old) who often have the money to spend on self-care.	The algorithm pushes content to people even if they don’t follow you, so you grow fast. This is especially true if you post consistently and jump on trends.

Nikki says don’t shy away from showing your face and personality on social media. This makes people feel more connected to you. Plus, in beauty salons, clients usually want to know who is doing the treatment. Be a real person, not a stranger online. Keep in touch with your followers, make them like and trust you. All this makes people want to book your beauty services.

2. Focus on Local SEO to Rank Your Beauty Therapy Website

The benefits of local SEO for your website are:

• You show up when people search for treatments like facials or waxing in your area.
• It attracts more nearby clients who are ready to book a beauty service. 
• It puts your salon on Google Maps. 
• It shows your reviews to build trust and attract new clients. 
• It keeps bringing in website visitors without needing to pay for ads. 
• You stand out from bigger beauty salon chains in your area.

If you don’t have a website yet, you can quickly create one with a website builder like Snapps.ai. Then, add your service information, location, contact details, photos, online booking, and an ‘About’ page. From there, optimize your website for local SEO. Here is how to do that:

• Set up a Google Business Profile (GBP) and link it to your website. This makes your beauty salon show up at the top of local search results and Google Maps. Your GBP includes business hours, contact info, services, photos, reviews, and your location. People can then click on your profile to visit your website for more information.
• Use local keywords throughout your website, including your homepage, service descriptions, and headings. This lets search engines know you’re targeting local clients. With this, your website shows up to people searching for ‘facials in [your city]’ or ‘best waxing salon in [your city]’. 
• Display client reviews on your website. This builds trust and improves your SEO. Reviews make your business credible and tell both people and search engines you’re trustworthy. In turn, you appear higher on Google and encourage people to book with you. Ask happy clients to leave reviews on your GBP, Facebook, or other sites. Don’t forget to respond to each one, too. 
• Add local beauty content to your website. This attracts local visitors, establishes you as an expert, and improves your ranking. Write a blog about the right beauty services based on skin type or specific needs. Tailor each blog to your area by using local trends or popular treatments in your city. For example, recommend facials, peels, or treatments for oily, dry, or sensitive skin during a certain season. Then, explain how your local salon can cater to each type.

Is a website necessary for a beauty therapist? Yes, as most people looking for beauty salons turn to Google. To prove this, 1.7K people look up “skincare near me,” 78K search “waxing near me,” and 27K seek “massage therapist near me.” One Reddit user says a website gave her more bookings and requests for her hair salon. She says that, even as an independent stylist, it made her look professional. Another Redditor says they never choose a therapist without a website. She and a lot of people she works with agree with the sentiment that a website is good to get more information.

3. Partner With Local Beauty Influencers

The benefits of partnerships with local beauty influencers are: 

• They introduce your beauty salon to a wider local audience. 
• Their recommendations build trust quickly with potential clients. 
• They create buzz by showcasing your services on social media. 
• They have loyal followers who book services based on their advice. 
• They help you highlight promotions or new treatments. 
• They boost your salon’s local credibility. 

As of 2024, there are over 1.5 million beauty influencers in the US alone. You’re likely to find one in your area to partner with. And it’s worth it – beauty brands report that for every $1 spent on influencer marketing, they get an average return of $4 to $6. Here is how to effectively partner with beauty influencers:

• Build authentic relationships first. Before approaching influencers, engage with their content and get to know them. You can even meet them in person at local events or beauty expos. Remember, many brands reach out to these influencers, so focus on personal connections.
• Make it a win-win situation. When you ask for a partnership, make sure both parties benefit from it. Since your business and their content relate, it’s easy to come up with ideas. You can offer these influencers a free service and have them film the whole thing and post it. Or, you can send them a custom care package with your salon’s top products to review online. 
• Organize joint events or workshops together. Hosting a local event, such as a skincare Q&A or a facial demo, with a beauty influencer is a great way to get more attention. You get to showcase your expertise, bring people into your salon, and build trust with new clients. In return, offer the influencer a share of the bookings that come from the event. These events also give them great content to post and grow their own following.
• Ask to repost their content. Share the influencer’s experience or review on your own website and social media. This adds credibility by showing their endorsement directly on your pages.
• Stay in touch. Don’t treat influencer partnerships as one-time deals. Follow up after collaborations, support their posts, and keep the communication going. Long-term relationships lead to more organic mentions, deeper trust, and continued promotion.

Chris Brennan from Phorest Salon Software says to define your goal before you talk to an influencer. Ask yourself, “What do I want from the influencer partnership? Is it a blog review, Instagram takeover, or hosting event?” Having a clear goal allows you to better explain what you want from the influencer. According to Brennan, the more specific you are, the better the partnership will be.

4. Offer Referral Programs to Your Beauty Clients

The benefits of a referral program are: 

• It brings in more local clients through trusted word-of-mouth.
• It creates a steady flow of new clients without big marketing costs.
• It encourages both repeat visits and new bookings. 
• It boosts your salon’s visibility in the community.
• It shows loyal clients you value their support and referrals. 
• It turns happy clients into powerful advocates for your beauty business.

The best way to encourage client referrals is to provide excellent beauty services. Make it easy for them to talk about you to their friends and family. To give them an extra nudge, offer rewards to clients who bring in new business. According to Invesp, referrals bring in 3x to 5x more clients than any marketing channel. Another study saw that referral programs increase client loyalty by up to 25%. Here is how to set up a referral program for your beauty salon:

• Offer a reward to clients who refer new customers. This can be a discount or free add-on service on their next appointment with you. Or, give them priority bookings to access prime times. 
• Promote your referral program. Let your clients know about it through in-salon signage, social media, email, and text. 
• Make it easy for clients to refer you. Give them referral cards with a QR code or personalized links to share with others. These cards and links should offer a direct way for their friends and family to book with you.
• Track referrals. Use a simple system, like a unique code or link, for each client. When someone books using that code or link, you know who referred them and can reward them properly. Also, keep a list of who earned a reward and who already got theirs.
• Follow up. Acknowledge and thank clients who refer others to show appreciation and build loyalty.

Sam Villa interviewed Sha LaRuso about her hair salon’s referral program. LaRuso gives clients a 25% discount when they bring in new customers. She also offers $15-off cards to her other beauty services. This brings in new clients and lets her earn more from services her regulars haven’t tried yet. Sam Villa adds that referral incentives build loyal supporters and strong word-of-mouth recommendations.

How to Stand Out From Other Beauty Therapists?

• Focus on a specific beauty service. Niche your offering to advanced facial techniques or specialized body treatments. This attracts people looking for beauty care that goes beyond basic services. 
• Get certifications and continue learning. This can be for laser hair removal, micro needling, or any other beauty service. But don’t stop there – regularly update your skills with specialized training. This shows clients you’re serious about offering top-quality beauty treatments.
• Personalize the client experience. Make them feel valued during consultations, treatments, and follow-ups. Greet them by name, remember their preferences, and check in on their results. 
• Build a space that feels calm and special. Use soft lighting, nice decor, relaxing music, and gentle scents. Make it different from the usual salon. People want to feel relaxed when they come for beauty treatments. 
• Plan treatments that fit each client. Don’t use the same products for everyone. Choose what works best for each person. This gives better results and lets you stand out.
• Keep your prices clear. Show what’s included so there are no surprises. People are more likely to book when they know the full cost, even if you charge a little more.
• Make your services easy to book. Use simple tools like online booking and appointment reminders. Small things like this make clients more likely to come back – and tell their friends.
• Create an easy-to-use website. Many people trust businesses more when they have a proper website. Plus, your name may come out on top when potential clients search for your beauty services online. This makes you the first choice in the area.

Should I Invest in a Website Builder for My Beauty Salon?

You should invest in a website builder for your beauty salon. It lets you create a professional website right away. Plus, it’s easy for beginners, so you can create your own design to match your brand. Website builders like Snapps.ai even have tools that handle SEO and lead generation. This ranks your website high on Google and encourages visitors to book with you. Now, web developers cost $50 to $150+ per hour, while the average website builder only costs $20 per month. Your beauty website will be up and running – and ready to get new clients – in no time.