If you’ve followed me for any amount of time, you know how much emphasis I place on properly marketing your spa. A good website should be at the core of your marketing strategy. When I say “good website”, what images pop into your head? Spa marketing goes beyond the four walls of your spa, so let’s talk about what makes a great spa website. What would make people want to come back to your spa’s site over and over again? By the end of this blog, I hope your spa’s website is worthy of a revisit. You want repeat customers, right? Ok, let’s get started.
Branding Goes Beyond Your Spa
I hope that before you built your spa or took it over, you met with a branding specialist. Is a logo enough? No, but that’s part of it. A good branding professional will sit with you and ask you some really pertinent questions like:
- What kind of experience do you want your clients to have at your spa?
- What feeling do you want to incite in people when they walk through your doors?
- When you think of that feeling, what colors come to your mind?
- What sort of services will you offer?
- What kind of design style is your preference?
Once your colors have been selected and the correct style has been implemented, you want to be sure that same vibe and same style carries through to your website. Chances are that your branding person either does website work in their agency or they can refer you to a good web designer that they trust. If you’re working with your branding person’s referral, be sure you send them photos of your spas, your rooms, your products. Share with them many of the same things you shared with your branding person in terms of feel and flow that you’re looking for so it carries through.
Make It Easy for Clients to Reach the Spa
Oftentimes you’ll see “click-to-chat” enabled on websites. This is a great option for people who are on the go. We’re in a click friendly society. I don’t know about you, but a good portion of my friends hate spending time on the phone, even to have a friendly conversation. In fact, ZipWhip found that 77% of people have some level of anxiety about talking on the phone. It’s easier and less invasive to be able to click to speak with someone and ask a quick question. There’s no seemingly endless phone tree to dial through. There’s no potential rude agent on the other end. They just want to click, type, get their answer and move on about their day.
If click-to-chat isn’t an option as an integration in your website, encourage people to navigate to your Facebook business page and use the messenger option. Of course with either of these options, it’s important to have someone on the other end that actually responds. There’s nothing more frustrating than thinking you have an option only to have it ripped from you.
Similarly, make it easy for your clients to book services on your website. Going back to our happy clickers, they want the option to book online. I know many of my spa clients are afraid to go in that direction because they feel they could miss out on up-selling opportunities. Not the case if it’s done correctly. When clients select a massage, you can have your web designer program something that pops up to ask the client if they want to add on hot stones, salt stones, CBD oils, etc…
Make it Personal
Of course people are visiting your website to take some sort of action. Some may be looking for directions/address. Some may be looking to see what services are offered. You may have a retail shopping site up (a great idea if you have the staff to handle the shipments) that people want to shop from. Personally, I love websites that talk about who they are. What inspired you to get into the spa industry? Who are the people that work for you? What fuels their professional fire? To me, that’s the part that sells me on a brand who already offers great products and services.
Should you blog about services? Absolutely, but photograph your employees (with signed permission) and tell a story about them, what service they’re doing, why the love it and why that service is great for potential clients. Want to make it even better? Add a video (embed it from YouTube to increase your search engine ranking on Google) from this employee. Not only are you giving your audience much needed information, but you’re also developing trust with them by allowing them to really get to know you and your staff.
When selecting a web designer or developer (for bigger projects), be sure you request a portfolio. Never feel like you’re asking too many questions. One important question I recommend my clients ask to go along with portfolio is the list of instructions given before the site was developed. Read the instructions that were given first, come up with an image of what you think it might look like as a finished product and then look at the finished product. If it’s all good – then it sounds like you’ve found your designer/developer! Also, be sure to ask questions about the revisions process. Many designers will allow for one or two revision lists and with good reason. Projects could go on forever otherwise. Be sure you know the rules before going in.
As always, I’m here for you. If I can be of service, don’t hesitate to reach out!
xx – Julie