Window to the Soul: Digital Transparency for Skin Care Businesses

When a client is considering booking with a skin care business, whether they stumbled across it organically, were referred by a friend, or spotted a sign in town, they will undoubtedly first visit the website or Instagram page to peruse the services. It is likely that a potential client would rather look around online to find out more information than call the spa directly, meaning it is important that the answers to their questions can be found easily. No one wants to click around for 30 minutes on a website trying to find the price of a service, only to discover that the spa doesn’t disclose their pricing up front. Transparency in the spa business is incredibly important, so in this month’s The Content Lab, we’ll go through some key details to ensure that your website or booking form is in tip-top shape.

HONEST & UP FRONT
Transparency in the context of the aesthetics industry can mean a lot of things, but at its core, it’s about providing as much information as possible to the client. When someone visits your website, they will want to know what is included in each service, the time it will take, and the cost, among other things. While it may seem like a good idea to require a consultation first before disclosing pricing to avoid scaring off clients with a high price point, clients are less likely to continue in the conversion process if they are not met with clear information in their first interaction with the business. Today’s clients crave clarity and honesty from service providers, especially when it comes to self-care and wellness. Besides, if a client is seeking a relaxing service, you don’t want to make the booking process complicated.

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Jordan Miller is based in Dallas, Texas and graduated in 2022 from the University of North Texas with a bachelor’s degree in creative writing and a minor in journalism. She is currently working as the assistant editor for DERMASCOPE Magazine and has over five years of experience as an editorial and social content creator. In her free time, she enjoys reading, writing, traveling, and spending time with her cat, Kiko.