How to get Booked Out and Busy with a Website for Estheticians

With love from an Esthetician & Website Designer

When people ask me how long I have been designing Esthetician websites, I always 2008 because that was when I first went out on my own to be a Solo Esthetician. I build my first website on a popular cheap website builder and I enjoyed it so much that I started building websites for friends that were also going solo. For Free! 

Fast forward to 2020, when I closed my Lash Studio and moved to a new town, only to need an new website. I was stuck at home, in a new town with no clientele and very few friends. I was literally starting from scratch and had to get booked- and FAST!

I build my website 4 TIMES because I was enjoying the process and trying to rebrand my business, but wasn’t sure who I wanted to be in my new space. I always had a beach vibe in my SoCal  studio, but I am now 2 hours from the beach.

This experience was what launched my website design studio (in the same room as my lash & wax studio), and a new passion was sparked! So learn from my experience and use these 10 key things an Esthetician website needs to have!

Websites for Estheticians need to stand out from the pack

The profession of being an Esthetician is growing, and will continue to grow by a rate of 9% every year. Thankfully there is enough work for everyone, and you can leave your competition in the dust if you perfect your skills and make yourself easy to find online by a quick Google search.

If you are still using a logo like I am showing below, you need to hear this – you are not memorable online! You may have the best talent for Volume Lashes or result-oriented skincare, but the free Canva logo is tired and not attracting the high-paying clients.

Time to level up from this Logo Look

The Best Esthetician Website have these things:

1. Clean and Modern Design

High-quality images of your work, including before-and-after shots, can be the icing on the cake, but make sure they actually look good. This is where I see a lot of estheticians make their website look like a cheap DIY hot mess.

2. SEO

If you are doing your own website, take the time to learn about SEO. This is what helps your website get found after you hit publish. When a client does a Google search for “aesthetician los angeles” or “facial aesthetician near me”, you want the search engines to find you and list your business on the first or second page. 

If that sounds too hard, don’t worry- I do SEO for all of my website design clients as part of every package.

3. Detailed Service Descriptions

Having a clear and well-designed Esthetician Services Menu is essential. I believe you should include prices on the services menu, along with the duration of the service.  One mistake that many estheticians make is that they give too much focus on the steps of the facial and not enough emphasis on the lovely benefits their skin is receiving. Skip the details about double cleaning followed by manual exfoliation, and instead tell them this is the facial that will brighten dark spots and drench the skin with hydration. 

Sell the benefits!

4. Online Booking System

I’m a GlossGenius girly and I love them for booking my clients. Waking up in the morning to see new appointments booked overnight never gets old! But let’s get real… Booking apps don’t attract clientele to you and your business.  It’s up to YOU to send the clients to the app.  Google isn’t searching the apps for your keywords, so you don’t show up in search results. So, I have Book Now buttons all over my website and they connect to GlossGenius.  

If you want to try GlossGenius, get $30 off of your subscription with this code. GlossGenius

5. Client Testimonials and Reviews

So recently it’s been discovered that Meta AI searches for reviews and this factors on whether or not you get shown in search results. And if all of your reviews are happening on your booking app, they aren’t helping your SEO.  So make sure you ask your clients to leave reviews on Google (and get at least 3 on Yelp).

Then you grab those reviews and highlight them on every page of your website! It’s excellent for your SEO and for social proof! 

6. Mobile Responsiveness

Most clients will visit your website from their phones, so it’s essential that your esthetician website looks fabulous on mobile.  I design on the Showit website platform and we design the mobile website separately, which means it can be totally customized. 

7. Blog (fast track to Celebrity Esthetician status)

A blog can position you as an expert in your field and improve your site’s SEO, but it can also make you VERY popular! There are apps that can translate your social media videos and podcast transcript to text and you can turn that into a blog post that will sit on your website, boosting your SEO.  Or, if you write a script for your videos that can be a blog post too! 

Like I said, I design on Showit and we design the actual Blog page on the website builder and launch the blog from WordPress. Best setup ever!

8. Easy Contact Options

Make it easy for clients to find you, and once they find you make it easy for them to reach out and Book you! Your city, town, even neighborhood should be prominent and on every single page. Having a way to capture their contact info is a good idea if you plan to do any text or email marketing.

9. Join Me on Insta

All the cool esties are putting their Instagram feed on their Home Page.  It will auto-populate the latest posts and Reels on your page.  “Be cool, don’t be all uncool” – Countess Luanne from RHONY

10. Book Now!

Guide your website visitors towards taking action with clear Calls To Action. Whether it’s booking an appointment, signing up for a newsletter, or following you on social media, make sure you are very clear about what action you want your website visitor to take. 

If building your own Esthetician Website doesn’t sound like the most fun you’ve ever had, book a call with me and we can talk about your biz.  I am PASSIONATE about Showit Website Design and will work with you to design a modern and strategic website that will speak directly to your dream clientele.  

Make sure you join my Friday Newsletter. It’s all about design tips, small business marketing tips, free stuff, and resources that my business can’t live without. You will also receive my 4 Secrets to Building Clientele for free!