A lot of salons do not really have a website. They have a one-page site with a logo, a booking button and an Instagram feed, or they just send people to their booking app's page. That works for clients who already know you. It does nothing for the woman across town typing “balayage near me” tonight, because Google has nothing to rank.
You do not need a big site. You need a handful of pages, each one built to answer a real search. Here they are.
1. Homepage: who, where, what you are known for
One sentence that says your neighborhood and your specialty: “A color-focused salon in [neighborhood], [city], known for lived-in balayage and curly cuts.” A few real photos from your chairs. Buttons to the pages below. A couple of reviews. A book button on the first screen. The homepage is a front door, not the whole salon.
2. One page per service
Balayage, color correction, keratin, extensions, curly cuts, bridal hair. Each gets its own page with the service and your city in the title, real photos, what it is, who it is for, a starting price, and which stylists do it. This is the heart of a salon site, and the service pages guide covers it in full.
3. One page per stylist
Clients search for people, not just places. A page for each stylist with their specialties, their photos, their reviews and a book button. The stylist pages guide explains why this matters so much in salons.
4. Pricing
A simple menu with starting prices. Clients search “balayage cost” and “how much is a keratin treatment” before they search for you. A note that final price depends on length and the look is fine. Hiding prices entirely sends people elsewhere.
5. Before-and-after pages
Your best transformations as real pages, not just Instagram posts. Each one with the service, the stylist, and a few sentences on what was done. These rank for searches like “color correction before and after” and they sell better than anything. The before-and-after pages guide shows how.
6. New clients
A page just for first-timers. What to expect, how the consultation works, how far ahead to book, parking, how to bring inspiration photos. New clients are nervous. A page that calms them books them. See the new client searches guide.
7. About the salon and the team
Where you are, how long you have been there, what you believe about hair, and a team photo. Short and warm. Mention your neighborhood and city again.
8. A short FAQ
Do you take walk-ins? What if I do not like my color? Do you do men's cuts? Do you do curly hair? Put the ten questions your front desk answers every day on one page. Google shows pages that answer questions, and ChatGPT pulls from them when someone asks it where to get balayage in your city.
How the pages link together
The homepage links to the main services, the team and the new client page. Each service page links to the stylists who do it and to its best transformations. Each stylist page links to her services and her transformations. Google learns what your salon is about by following those links, and a client who lands on one before-and-after at midnight can get to a book button in two taps. A page nobody links to is a page nobody finds.
What to leave off
- A homepage that is only a booking button. Add words. Google needs them.
- An Instagram feed instead of real photos on the page. Embed it if you like, but put real photos with captions on the page too.
- Stock photos of models. Clients can tell, and so can Google.
- A PDF price list. Put the prices on the page.
- Music or video that plays on its own.
The one rule for every page
It loads fast on a phone and the book button is on the first screen. Clients search for a salon on their phone, on a lunch break, with three salon tabs open. The one that loads first and makes booking easy gets the appointment.
Want this done for you?
These pages are the skeleton of my own salon site in Tampa Bay and of every salon I work with. If you want to know which ones you are missing, the audit is free.