Pages a beauty salon's website should have

Most salon websites do one job badly: they try to say everything on one page. A wall of services, and a booking button buried somewhere. Then an opening-hours line that stopped being true months ago. Clients leave, or they ring you to ask what the site should have told them.

So here's the fix. Give each job its own page. Twelve pages is plenty for an independent salon, and you don't need them all on day one. Build in order, keep it all current, and say only what's true. We've listed the pages below with what goes on each, what to leave off, and which five to build first.

Purpose: Tell a stranger in about ten seconds what you do, where you are, and how to book.

Start with the plain facts. Your salon's name, the town or area you work in, and the main treatments: facials, waxing, lashes, massage, whatever you genuinely offer. One or two sentences is enough. Then a clear "Book now" button, high up, that goes straight to your booking page.

Below that, short blocks that point to the rest of the site: services and prices, the team, the gallery, opening hours, how to find you. Think of the home page as a signpost, not a brochure. Each block gets a line or two and a link.

Put your opening hours and address somewhere visible, even if it's only in the footer. Add a phone number that someone answers. Use a couple of real photos of your actual salon rather than anything generic, so a new client knows what they're walking into.

If you're a UK limited company, your website must show the registered company name, registered number, registered office address and where you're registered (GOV.UK). The footer is the usual home for that.

Check it on your phone before anything else.

Avoid long welcome speeches, slideshows that cycle before anyone can read them, stock photos of smiling strangers, and a home page that tries to list every price. Avoid vague claims like "the best in town" that nobody can check. Avoid burying the booking button below the fold.

Purpose: Let a client work out exactly what a treatment is, how long it takes, and what it costs, without having to ask.

Give each main service its own page. Facials on one, waxing on another, lashes on a third, massage on a fourth. Each page should describe what the treatment is, in plain words, who it suits, roughly how long the appointment lasts, and what the client should do beforehand.

Break longer pages into the variations you actually offer. If you do three types of facial, name them and say how they differ. Don't make the client guess which one to pick. A short line on each is enough: what it involves, how long, and the price.

On prices: only publish them if you'll keep them current. A wrong price is worse than no price, because it creates an awkward conversation at the till. If you change your prices, change the page the same day. If you can't commit to that, say "from" and link to your booking page, where the live price sits. Never invent a price to fill a gap.

Each service page needs a booking link at the bottom. Make it one tap.

Be careful with wording around results. Describe what you do in the appointment, not what it will achieve. You can't promise how a treatment will turn out for any individual, so don't.

Avoid copying the same paragraph across every service page with only the treatment name swapped. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam, so each page must carry something genuinely different. Avoid promising results. Avoid listing prices you no longer charge. Avoid jargon the client wouldn't use.

Purpose: Get a client from "I want this" to a confirmed appointment with as few taps as possible.

This is the page that earns the money, so keep it simple. Lead with the booking tool itself, whether that's an online system, a form, or a phone number and message option. Don't make people read three paragraphs before they can pick a slot.

Under or beside the tool, explain how booking works in a few plain lines. Can they book online? Do they need to phone for certain treatments? How far ahead can they book? Say what you really do.

Then set out your policies as your own. If you take a deposit, say how much and when it's due. If you have a cancellation rule, state it clearly: how much notice you need and what happens if someone gives less. Write it as your salon's policy, in your words, so there are no surprises. You decide these rules; the page just makes them visible.

Tell clients what happens next. A confirmation message? A reminder? A name and number to contact if something changes? A few lines now save a lot of back-and-forth later.

Test the whole thing on a phone, start to finish, as if you were a new client. Book a pretend appointment. Where did it feel clumsy? Fix that.

Avoid hiding your deposit or cancellation rules in small print. Avoid a booking form that asks for more than you need. Avoid copying another salon's policy wording without checking it suits yours. Avoid leaving old booking links live after you change systems.

Purpose: Show the people a client will actually sit with, so the first visit feels less like meeting a stranger.

Include each therapist with their agreement, and only then. Ask them first, and respect a no. Some people are happy to be named and photographed; some aren't, and that's their call.

For each person, give a first name (or full name if they're comfortable), a recent, real photo, and a few lines on what they do. Which treatments do they carry out? How long have they been doing it? What do they enjoy about the work? Keep it human and short.

Qualifications: list only ones that are real and that the person actually holds. If you're unsure of the exact wording of a certificate, ask to see it rather than guessing. Don't round up. Don't imply a qualification they don't have, or use a title that isn't earned. If the details are unclear, leave them off.

If the team changes, update the page promptly. A photo of someone who left last year confuses clients and looks careless.

If you work alone, say so. A page about you, the person behind the salon, does the same job. One honest paragraph and a photo is plenty.

Avoid naming or photographing anyone who hasn't agreed. Avoid inflated job titles. Avoid listing qualifications you can't back up. Avoid writing the page in a stiff "our experienced professionals" voice that could describe any salon anywhere.

Purpose: Let people see what you actually do, in your actual salon.

Use your own photos, taken by you or your team, of real work. Lash sets, brows, nails, wax results, treatment rooms, whatever applies. Real photos beat polished ones, because they show what a client can genuinely expect.

Permission comes first. Photos of clients go on the site only with their permission. Ask before you take the picture, say where it will appear, and keep a note that they agreed. If someone changes their mind later, take the photo down. Faces aren't always necessary; close-ups of lashes or hands often work fine and avoid the question.

Label the photos simply. "Classic lash set" tells the visitor more than a vague caption. If you can, group them by treatment so people can find what they're after.

Keep the gallery fresh. Swap in newer work now and then, and remove anything out of date or any style you no longer offer. A small gallery of good, current photos is better than a huge one that's years old.

Avoid before-and-after pictures that imply a guaranteed outcome. Avoid editing photos so heavily they no longer look like the real thing. Avoid using pictures taken from other websites or stock libraries and passing them off as yours. Avoid posting any client's image without their say-so.

Purpose: Take the nerves out of a first appointment by saying what will happen.

New clients worry about small things. Where do I park? How early should I arrive? What happens when I walk in? Answer those questions before they're asked.

Walk through a typical first visit in order. You arrive and get greeted, then there's a short chat about what they want, the treatment itself, and finally paying and booking next time. A few short paragraphs will do. Keep the tone warm and plain.

Mention a patch test or a consultation only if you really do one. If you do, say what it involves and how far ahead it's needed, because that affects when they can book. If a treatment needs a form completed beforehand, link to it. Don't describe a process you don't follow.

On the rules around patch testing, hygiene, products and licensing: don't state them on your site unless you've checked them. Ask your local council and your insurer what applies to the treatments you offer, then describe your own practice accordingly. That's the safe route, and it keeps you from saying something you can't stand behind.

Tell clients what to bring, what to wear, and what to avoid beforehand, but only where it's real advice you give every client.

Avoid describing steps you don't do. Avoid medical-sounding claims. Avoid assuming everyone knows how salons work. Avoid a page so long nobody reaches the useful part.

Purpose: Let someone turn up on the right day, at the right time, at the right door.

Give the full address, in the format a satnav or map app will recognise. Add your opening hours for each day, and be clear about days you're closed. Include a phone number.

Then do the bit most salons skip: explain how to find you. Which side of the road? Is there a distinctive shopfront, a door colour, a sign? Is the entrance down an alley or up a flight of stairs? If access matters, say so plainly: steps, a lift, a step-free entrance. Only state what's true of your premises.

Parking gets its own short paragraph. Is there a car park nearby? Street parking? Paid or free? Check the details before you write them, and update them if they change. The nearest bus stop or station is useful too.

Embed a map, and make sure your hours match across every place they appear. A mismatch between your website and your other listings is a fast route to a confused client. Update your holiday hours well ahead of bank holidays and any days you close.

Avoid out-of-date hours. Avoid an address with no directions for a tricky entrance. Avoid guessing about parking you haven't checked. Avoid putting this information only inside an image, where it can't be copied or read aloud.

Purpose: Let someone buy a treatment for another person without needing to phone or call in.

Only add this page if you offer vouchers. If you don't, skip it, and don't leave an empty promise on the site.

Explain the options clearly. Is it a voucher for a set amount, or for a specific treatment? How is it delivered: a printed card, an email, collected in person? How does the buyer pay? Say whether they can be posted and, if so, how long that takes.

Set out the terms in your own words: how long a voucher lasts, whether it can be used on any treatment, whether it can be exchanged or refunded, and how the recipient books. Keep it short and clear so nobody is caught out at the till.

Make buying simple. A button to buy, or a phone number and email if you handle them by hand. Explain what the buyer should expect next.

If you change your terms or stop offering vouchers, update or remove the page that day.

Avoid vague terms that leave the recipient unsure what they've got. Avoid a page that promises online buying when you only take orders by phone. Avoid inventing seasonal deals you don't run. Avoid leaving the page live once you've stopped selling them.

Purpose: Answer the things clients actually ask, so they don't have to.

The word "real" matters. Don't invent questions to fill a page. Keep a note, for a few weeks, of what people ask at reception, on the phone, in messages and in the chair. Those are your FAQs.

Typical themes might include how long a treatment takes, what to do beforehand, how to change an appointment, whether you do a particular treatment, and what to do if something doesn't feel right afterwards. Use only the questions your clients genuinely raise.

Write each answer the way you'd say it across the desk. Short, plain, friendly. Two or three sentences usually does it. If the answer is "it depends," say what it depends on. If it's something only the client's own doctor or insurer can answer, say that rather than guessing.

Group questions under simple headings so people can scan: booking, treatments, the first visit, payment. Link out to the fuller page where it helps.

Revisit the page every few months. Add new questions, remove ones that have stopped coming up, and correct anything that's changed, like a price or policy.

Avoid made-up questions. Avoid answers that dodge. Avoid medical advice beyond your training. Avoid leaving old answers in place after your policies change.

Purpose: Show what real clients have said about you, in their own words.

Real reviews only. That means reviews left by actual clients, taken from where they were actually posted, and shown as written. Don't write your own. Don't ask friends to post ones they haven't earned, or edit a review to say something it didn't.

Where you show them is up to you. You might pull a few from your Google Business Profile onto the site, or share a few that clients sent you directly, with their permission. Name the source, so it's clear where each came from. Use first names only if the client is happy with it.

Don't hide every less-than-glowing comment. If someone raised a fair point, a short, courteous reply from you shows you read it and care. You don't need to be defensive. A calm response says more about the salon than a flawless wall of five-star praise.

Make it easy for clients to leave one. A quick message after an appointment with a link to your profile is plenty. Ask, don't pressure.

Check the page now and then so that anything out of date comes off.

Avoid fake or paid-for reviews. Avoid cherry-picking so hard that the page looks too good to be true. Avoid reviews with no source. Avoid arguing with a client in public.

Purpose: Tell people who you are and make it easy to reach you.

Open with your story, briefly and truthfully. Why did you start the salon? What do you care about in the work? How long have you been going? Keep it conversational, a few short paragraphs, in your own voice. People like knowing there's a real person behind the business.

Give the practical details too. Your salon's name as it appears on your shopfront, your address, your phone number, your email, and any social profiles you actually use. Offer a simple contact form only if somebody reads and answers it. If you do offer one, say how quickly you usually reply, and keep to it.

If you're a UK limited company, show the registered company name, registered number, registered office address and where registered. That's a GOV.UK requirement for the website. Check with your accountant or the relevant authority if you're unsure how it applies to you.

Make the page easy to find from the top menu or footer. A client with a question shouldn't have to hunt for the way to ask it.

Avoid a life story that never gets to the point. Avoid a contact form that goes nowhere. Avoid listing channels you don't check. Avoid leaving out your address if clients visit you in person.

Purpose: Give people who search for a salon nearby the right details, right where they look.

This isn't a page on your website, but it works alongside it, so it belongs on the list. Take care of it and it does a lot of quiet work.

Use your real-world business name, the one shown on your shopfront, your website and your stationery. Do not add keywords to the name. Stuffing extra words in is against Google's guidelines, and it makes you look like a different business from the one on the door.

You cannot pay for a better local ranking. If someone offers it, walk away. What you can do is keep the basics right and up to date: address, phone number, category, a short honest description, a booking link, and plenty of real photos of your salon and your work.

Keep your opening hours accurate, and update holiday hours whenever they change (Google guidelines). Make sure your website tells the same story. The same name, address, phone number and hours everywhere avoids confusion.

On the numbers: UK monthly search estimates from DataForSEO on 18 October 2026 put "beauty salon near me" at 22,200, "beauty salon marketing" at 90 and "beauty salon website" at 50. These are national monthly estimates, not figures for your town, so treat them as a rough sense of scale only.

Avoid adding keywords to your business name. Avoid hours that don't match your website. Avoid paying anyone who claims they can buy you a better local ranking. Avoid leaving old photos and old holiday hours in place.

Don't try to do all twelve at once. Build these, in this order.

1. Home page: what you do, where you are, and a clear way to book.
2. Services and prices: one page per main treatment, with prices only if you'll keep them current.
3. Booking page: simple steps, with your deposit and cancellation rules stated plainly.
4. Opening hours, address, parking and how to find you: so nobody turns up lost or on the wrong day.
5. Google Business Profile: set up properly, with the same details as your site.

The rest can follow as you have time. Meet the team, the gallery, first-visit information, FAQs, reviews, gift vouchers and the About page all help, but none of them matter much if a client can't work out what you do or how to book.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a quick way to see where the gaps are before you decide what to build next.