Is Your Website Just Sitting There? Use it to Get More Sales

Of all the tools available to market your independent beauty business, an effective website is among the most important — besides your mad hair styling skills. Think about it. What’s the first thing most people do when they want to find out more information about a business or service? They “Google it,” as so many people now describe the search engine process.

What they find can be a deciding factor in how they view your business. If your website doesn’t look trustworthy or doesn’t have the information people are looking for, they will likely leave to find it elsewhere.

And the website isn’t going anywhere. According to Gartner research director Bill Gassman, the “website will not be displaced anytime soon by a brand’s social media presence.”

Here are some easy ways to use your website as a marketing tool.

Collect data: Analytical tools allow you to collect data from your website at all times. This provides you with real-time results of campaigns and how you’re doing versus the competition. These tools provide you with the ability to view and analyze the number of visitors to your site and where they come from, if the visitor is new or returning, how they found your site, the most popular pages visitors are looking at, and more. Use that information to make your website even better.

Know your website’s “normal”: Before you start promoting your website, find out how much traffic your site is currently receiving. Once you have an idea of the average amount of traffic, and visitors’ reading patterns, you need to monitor those traffic and reading pattern numbers while running ad campaigns and promotions.

Measure campaign success: Run multiple campaigns at the same time. Use calls to action in your campaigns requesting people to view a new blog post or “like” your Facebook page. After running these campaigns for a couple weeks, you should notice visits to that blog post and Facebook likes going up. You can then compare the results of different campaign tactics to discover what is working and what isn’t.

If analytics are new to you, start small. Try running two different campaigns at first, comparing and tweaking them, and then add more campaigns as you get more comfortable. Pretty soon, your website will be the strongest marketing tool you have for your independent beauty business.

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Michelle Guetersloh

Michelle Guetersloh

Hairstylist Consultant at Michelle My Stylist
For some, hairstyling’s a job. For others, it’s a passion: an innate gift that lights them up and drives them to outperform and overdeliver. Michelle G. is definitely the latter.

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