Pages a barber's website should have

Most barber websites fail for a boring reason. They say too little, or they say it badly. A name, a phone number and a photo of a pole. That's not a website. That's a business card with a hosting bill.

So here's the fix. Twelve pages, each with a job. You don't need all of them on day one, and the order at the end tells you where to start. Everything below is written for an independent barber shop in the UK, and where a rule matters but we can't state it, we'll say who to ask.

Purpose: Tell a stranger in about five seconds what you are, where you are and what to do next.

Put your shop name at the top, exactly as it appears on your shopfront. Then one plain line: what you do and which town or area you're in. "Independent barber shop in [your town]" does the job. Follow it with two buttons: book an appointment, and find us.

Say plainly whether you take walk-ins, bookings, or both. This matters more than it sounds. A man standing outside at 5pm wants to know if he can just come in. Tell him.

Below that, show your main services in a short list, each linking to its own page. Add your opening hours and address. Put in one or two real photos of the shop and the chairs.

Keep the wording matched to your sign. If the fascia says one name and the site says another, people hesitate, and so does Google (more on that under your Business Profile).

Check it on your phone before you do anything else.

Avoid slogans that could belong to any shop, stock photos of barbers who don't work for you, auto-playing music or video, and a wall of text. Avoid hiding the booking button below the fold. And don't list every service on the home page. That's what the services pages are for.

Purpose: Answer "what do you do, how long does it take, and what does it cost?" before anyone has to ask.

Give each main service its own page. A gents' cut, a beard trim, a skin fade, a hot towel shave: if it's a main service, it earns a page. Each page should say what's included, roughly how long it takes, and who it suits. Write it the way you'd explain it across the chair.

Say what the client should bring or do beforehand. Hair washed or not? Reference photo? Say so.

Prices are the sticking point. Show them only if you will keep them current. A price list that's wrong is worse than none, because it starts the visit with an argument. If your prices change often, say "from" with a figure you're willing to honour, or invite people to ring or message. Pick one approach and stick to it.

Don't copy the same page ten times with one word swapped. Google's spam policies treat lots of near-duplicate pages, made mainly to manipulate rankings, as spam. So each service page must carry something genuinely different: its own details, its own photos, its own answers. If a service doesn't have enough to say, fold it into a bigger page.

Avoid promising results ("guaranteed to last six weeks"), made-up prices, vague menus like "various cuts", and pages that are the same text with a different heading. Avoid jargon only barbers use unless you explain it.

Purpose: Let someone book in under a minute, on a phone, without ringing you.

Lead with the action. A booking link or form sits at the top, not in the third paragraph. Under it, say how booking works in your shop: online, by phone, by message, or by just turning up.

Then state your own rules, in plain words. If you take a deposit, say how much and when it's returned. If you charge for late cancellations, say when the cut-off is and what happens. If you don't have any such rules, say that instead. These are your terms, so write them as yours, and keep them identical everywhere you mention them.

Be honest about walk-ins. If you take both, say which times are best for each. If you're booking-only, say so clearly, so nobody wastes a trip.

Add a phone number as a backup, and say when you answer it. You're usually mid-fade, so tell people if calls go to voicemail.

Confirm what happens after booking. A confirmation message? A reminder? Say so.

Avoid a booking page that needs an account before it lets you book. Avoid hiding your cancellation terms until after the click. Avoid contradicting yourself: if the booking page says 24 hours and the FAQ says 48, you've built an argument. And avoid a "contact us" form posing as a booking system.

Purpose: Put faces and names to the people holding the clippers.

Ask first. Every person you feature must agree to their name, photo and any details being online. If someone says no, or changes their mind later, take it down. No discussion.

For each barber, a name, a real photo, and a few lines: what they're good at, what they enjoy, how long they've been cutting if they're happy to say. Keep it human. A line about what they do outside work is fine if they offer it.

Qualifications need care. List only ones the person genuinely holds, with wording they can back up. If you're not sure how something should be described, ask the awarding body or check your own certificates. Don't round up. "Trained at" and "qualified in" mean different things.

If it's a one-chair shop and it's just you, say that. A page that says "it's just me, and here's how I work" is perfectly good.

Keep it current. A page showing a barber who left last spring tells people nobody's looking after the site.

Avoid made-up titles ("master stylist" when nobody gave you one), glamour shots that look nothing like the shop, qualifications you can't prove, and posting staff photos without asking. Avoid listing people who no longer work for you.

Purpose: Show what you actually do, so people can judge your standard for themselves.

Use your own photos of your own work. Phone pictures in decent light are fine; crisp and honest beats glossy and staged. Show the back and sides as well as the front. Include a range: short crops, longer styles, beards, whatever you really do.

Permission is non-negotiable. Photos of clients go up only with their permission. Ask before you take the picture, and ask again if you plan to use it online. If a client asks you to remove a photo, remove it. You may find it easiest to keep a simple note of who agreed.

Add a short caption to each: the service, and anything useful, such as "skin fade with a textured top". Don't write claims about results or how long a style will last.

Keep the gallery tidy. Twenty good images do more than two hundred mediocre ones. Swap out old ones now and then so it reflects the shop as it is.

If you also use social media, link to it, but don't make people leave your site to see your work.

Avoid pictures taken from other barbers, stock images, heavy filters that change the look of the cut, and clients' faces without consent. Avoid unlabelled photo dumps. And avoid showing only the one flattering angle.

Purpose: Calm the nerves of someone who has never been in before.

Walk through what happens, in order. You arrive, you're greeted, you sit, you talk about what you want, you get the cut, you pay. Write it as it really goes in your shop. If you take walk-ins and there might be a wait, say that.

Cover the practical bits: how long a first appointment tends to take in your shop, what payment you accept, whether you do children's cuts, whether someone can bring a friend to wait. Mention accessibility if it applies: steps, space, anything people would want to know before they arrive.

If you offer a consultation or a patch test, say so, but only if you truly do them. Don't add a line because another shop has one. Rules around treatments, products, hygiene and patch testing vary, and we can't state them here. Check with your local council and your insurer, and write only what you actually do.

Add a short note on what to tell you: allergies, skin conditions, anything that affects the cut or products. Keep it friendly, not clinical.

Avoid promising what you can't deliver. Skip copying another shop's process, and don't write "we pride ourselves on a relaxed atmosphere" without saying what that means. And never describe steps you don't follow.

Purpose: Get someone from their front door to yours without a phone call.

Put the full address on the page, typed as text, not just inside an image. Add a map, and a line on how to spot the shop: what's next door, what colour the fascia is, which side of the road.

List your regular opening hours clearly. Then deal with the awkward bits: bank holidays, Christmas, any day you close early. Keep these updated. If your hours change, change them here, on your Google Business Profile, and on any social page the same day.

Parking is where people get stuck. Say what's nearby: street parking, a car park, nothing. Say if there's a time limit or a charge, but only if you know it's correct; otherwise tell people to check the signs. Mention the nearest bus stop or station if there is one.

For access, say whether there's a step, whether a pushchair or wheelchair fits, and where to ring if someone needs help. Add the phone number again.

Say whether walk-ins are welcome during these hours, or whether you're appointment-only at certain times.

Avoid a map with no address, hours that differ between your website and everywhere else, directions that assume people know the area, and "closed for refurb" notices you forget to remove.

Purpose: Let people buy a cut or a service as a present, if you offer it.

Only add this page if you really sell vouchers. A page for something you don't do wastes someone's time and invites a row.

Explain the basics: what the voucher is for (a set service or a value), how to buy one (in the shop, by phone, online), and how it's delivered (a card, a printed voucher, an email). Say who it can be used by and where it can be spent.

Be clear on the terms, and make them your own. Does it expire? Can it be used toward any service, or just the one named? Is it refundable? If you haven't decided, decide before you publish the page. Then make sure every member of staff gives the same answer.

Keep the process simple. If buying one means a phone call and a trip in, say so. If it's online, make the buying step obvious. Tell people when to buy it by if they want it in time for a birthday or Christmas.

If you sell vouchers online, check with your local council or relevant regulator on anything that applies to your terms, and don't state rules you haven't confirmed.

Avoid expiry dates you haven't thought through, vague promises, and a voucher page that's hard to find. Avoid running vouchers on the site long after you've stopped selling them.

Purpose: Answer the questions people actually ask, so you stop answering them one by one.

Start with your own inbox, your messages and your memory of the shop floor. What do people ask? "Do I need to book?" "How much for a kid's cut?" "Do you do beards?" "Is there parking?" Write those questions down, in the way people actually put them.

Then answer each one in a couple of sentences, in plain words. Give the answer first, then any detail. If the full answer lives on another page, link to it.

Keep it to the questions that genuinely come up. Ten honest ones beat thirty padded ones. Group them if you like: booking, prices, your first visit, getting here.

Make sure the answers match the rest of the site. If the booking page says one thing about cancellations and an FAQ says another, someone will quote the wrong one back at you.

Review it every few months. Add new questions as they appear, and delete ones that no longer apply. If a question about something regulated comes up, such as products or hygiene, tell people what you do, and check the rules with your local council and your insurer before you commit to wording.

Avoid questions nobody has asked, answers that dodge the point, and long marketing speeches dressed up as FAQs. Avoid copying another barber's FAQ word for word.

Purpose: Show real feedback from real clients, in their own words.

Real only. That means from people who genuinely visited, written by them. No invented reviews. Staff writing as customers? Out. And leave people's words alone, even if they'd sound better edited. If you can't tell whether it's real, leave it out.

You can quote a review on the page if you have the person's permission, or link to where it was posted. Credit it as they'd like: first name only, initials, or "a client". Don't add details they didn't give.

Pick a few that say something specific, such as how the visit went or how a particular cut turned out. Short and honest is fine. A mix, including the plain ones, reads better than a wall of identical praise.

Make it easy to leave one. A line after the appointment, or a card by the till. A link in your follow-up message does the job too. Ask, but don't pressure, and don't offer rewards for good ratings.

If someone leaves a poor review, reply politely, stick to the facts and offer to sort it out in private. Don't argue in public.

Avoid fake or paid-for reviews, reviews copied from other businesses, cherry-picking only five-star comments to build a false picture, and quoting anyone without their go-ahead.

Purpose: Say who you are, how long you've been here, and how to reach you.

Tell the story of the shop in plain words. When it opened, why, who runs it, what you care about when you cut hair. Keep it true and specific. One honest paragraph beats five of fluff.

Then the contact details, all in one place: phone, email, address, social links, and the best way to reach you. Say how fast you usually reply, but only if you can keep to it. If you're often busy on the chairs, tell people to message and you'll get back to them.

If your business is a UK limited company, GOV.UK says your website must show the registered company name, the registered number, the registered office address and where the company is registered. Put them in the footer or on this page so they're easy to find. If you're a sole trader, check with the relevant regulator or your accountant on what applies to you.

Add a simple contact form if you like, but don't rely on it alone. Always give people another way in.

Avoid a contact page with just a form and no address, a company story full of buzzwords, a missing registered address, and emails that go to an inbox nobody checks.

Purpose: Make sure the version of your shop that appears on Google and Maps is accurate and matches your site.

This isn't a page on your website, but it works alongside it, so treat it as part of the job. It's free to set up, and you can't pay for a better local ranking, so don't believe anyone who says you can.

Use your real-world business name, the one on your shopfront, your website and your stationery. Don't add keywords to it. "Joe's Barbers" stays "Joe's Barbers", not "Joe's Barbers Best Cheap Fade Haircut Near Me". Google's guidelines are clear on this.

Keep your hours updated, including holiday hours. A wrong closing time on Maps sends someone to a locked door, and they blame you. Check them whenever anything changes.

Make sure the address, phone number and website link match your site exactly. Add real photos of the shop and your work. Add your booking link. Tidy up the description so it says what you do, in plain words.

For context, the UK monthly estimates for "barber near me" run to about 550,000 searches nationally, according to DataForSEO (figures from 18 October 2026). That's an estimate across the whole country, not for your town. "Barber website" is around 170 and "barber marketing ideas" around 10, again as estimates. They show how many people are looking, not how many will find you.

Avoid stuffing the name with extra words, fake locations, listing a shop you don't run, and leaving old hours up. Avoid letting the profile and website drift apart.

1. Home page: what you are, where you are, and a clear way to book or walk in.
2. Services and prices: one page per main service, with prices only if you'll keep them current.
3. Booking page: how to book, plus your own deposit and cancellation terms.
4. Opening hours, address, parking and how to find us: everything someone needs to get through the door.
5. Google Business Profile: set up and matched to your site, with accurate hours.

Reviews, the gallery, FAQs and the rest come next. Don't wait until all twelve are perfect. Five good pages beat twelve rushed ones.

You've now got a list of pages. The harder question is which ones your own site is missing, and which topics your competitors cover that you don't.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It takes the guesswork out of deciding what to build next, so you can get on with cutting hair.