Your esthetician website is more than just a digital storefront – it’s a hardworking member of your sales team and a content repurposing tool that powers your marketing efforts. When designed and written well, it can attract new clients, engage current ones, and save you time by answering common questions.
If I were an esthetician, I’d write my website with intention, ensuring it works as hard as I do to grow my business. Here’s how:
Speak Your Target Client’s Language
Your clients need to feel seen and understood from the moment they land on your site.
- Age: Are you targeting teens with acne concerns or adults seeking anti-aging treatments?
- Location: Use phrases or cultural references your local audience will connect with.
- Generation: Millennials might respond to humor and trends, while Gen Z loves quick, direct messaging.
- Local Subculture: Tap into the vibe of your area. In San Diego, for example, you might highlight “sun-kissed, beach-ready skin.”
When your words feel familiar to your target clients, they’ll trust you to deliver what they need.
Infuse Your Brand Voice
Your brand voice is your personality on the page. Whether you’re playful, empathetic, or scientifically precise, let that shine throughout your esthetician website.
- A humorous voice might say, “Wrinkles are just happy memories—let’s soften them a bit.”
- A scientific voice could emphasize, “Backed by proven results, our treatments target skin concerns at the cellular level.”
This helps differentiate your business from competitors and strengthens your connection with your audience.
Give Each Web Page a Unique Purpose
Keep your pages focused and intentional.
- Home Page: Welcome visitors, highlight your unique value, and guide them to explore further.
- Services Page: Detail your treatments with clear descriptions and pricing, if applicable.
- About Page: Share your story to build trust and show clients why you’re passionate about skincare.
- Contact Page: Make it easy for clients to book an appointment or reach out with a simple form or clickable phone number.
This structure makes it easy for clients (and search engines!) to navigate your site and find exactly what they need.
Write Attention-Grabbing Headings
Nobody wants to spend time on long paragraphs without context. Your headings should catch their eye and invite them to read more.
- “Struggling with Dry, Dull Skin? Here’s How We Help.”
- “Why Our San Diego Facial Is the Glow-Up You’ve Been Waiting For.”
Make them curious, excited, or confident about continuing to read.
Simplify Navigation with Hyperlinks and Buttons
Reduce friction by making it effortless to get where they want to go.
- Use buttons that say things like “Book Your Free Consultation” or “Learn About Our Facials” and link directly to the relevant pages.
- Avoid unnecessary clicks; everything they need should be no more than one or two steps away.
Use Punctuation to Mirror Natural Speech
Engaging punctuation keeps your copy approachable and conversational.
- Parentheses (like this!) add asides that feel personal.
- Dashes—perfect for breaking up thoughts—keep the flow casual.
- Exclamation points! Bring energy and excitement.
The way you write should reflect how you’d speak to your clients in person.
Start with an Outline (and Get Help If You Need It)
Good writing doesn’t happen by accident. Start building your esthetician website with a clear outline to stay organized. And if you’re feeling stuck, don’t hesitate to bring in a writing coach who can help you shape your ideas, refine your voice, and create a website that truly reflects you.
Ready to Elevate Your Website?
If you want your esthetician website to work as hard as you do, I’d love to help. Book a Power Hour Coaching Call with me, and we’ll craft a website strategy that connects with your audience and turns readers into loyal clients.
