Digital presence checklist

Beauty salons

Most salons are active on Instagram and have a Google listing. That is no longer enough to stand out. The businesses filling their books consistently have the right systems underneath — booking, reviews, local SEO, and targeted advertising working together.

This checklist covers 22 items across five areas, your website, local SEO, social media, client retention, and paid advertising. Work through it honestly. The gaps you find are where your competitors are picking up the bookings you should be getting.

Areas covered
5 categories
Items to check
23 specific actions
Time to complete
About 10 minutes
Your score so far: 0 / 0
Talk to us about the gaps

Tick every item that genuinely applies to your business, not what you intend to do, but what is actually live and working right now. That honest number is the one worth talking about.

Score 19 or above and you are ahead of most local competitors. Below 12 and there are quick wins here that are probably costing you clients every week.

1

Website & online booking

0 / 5

Before a client books, they check your website. For most salons it is also the main place people decide whether to call or move on. A site without online booking, clear pricing, or a portfolio of your work is leaving appointments on the table.

Mobile-friendly, fast-loading website
A website that loads quickly and displays correctly on a phone, where most salon searches happen.
Online booking system integrated
A booking tool embedded on the website that allows clients to select a service, date, and time without calling.
Service menu with clear pricing
A full list of services with associated prices, visible without having to contact the salon.
Before and after gallery or portfolio
A collection of images showing client results, organised by service or style.
SSL certificate and HTTPS secure
A security certificate that encrypts the connection between a visitor and your website, shown by the padlock in the browser bar.
2

Local SEO & Google presence

0 / 5

Most local salon searches happen on Google, and the businesses that appear at the top are not always the best — they are the best set up. A complete Google presence is one of the most direct ways to increase bookings from people in your area.

Google Business Profile fully optimised
Your Google listing, including photos, services, opening hours, booking link, and a complete business description.
Consistent NAP across all listings
Your business name, address, and phone number appearing identically across every online directory and platform.
50+ Google reviews with responses
The total number of reviews on your Google Business Profile, with a reply from the business on each one.
Local keywords on website pages
Search terms such as your suburb and service type used naturally throughout your website content and page titles.
Listed on Yelp, True Local and directories
Your salon listed consistently across general and local business directories.
3

Social media & content

0 / 5

For beauty businesses, social media is often the first place potential clients look. It acts as a live portfolio. Consistent, high-quality content across Instagram and Facebook is one of the most effective ways to attract and retain clients in this industry.

Active Instagram and Facebook profiles
Regularly updated profiles on both platforms with current work, contact details, and a booking link.
Consistent posting schedule (3 times per week minimum)
A regular cadence of posts maintained across the week, not just when time allows.
Client transformation content and reels
Short video content showing before and after results, published as reels or stories.
Story highlights covering services, reviews, and FAQs
Saved story collections pinned to your Instagram profile covering key information a new visitor would want.
Branded hashtag strategy in use
A defined set of hashtags used consistently across posts to improve discoverability.
4

Retention & loyalty marketing

0 / 4

Keeping an existing client costs significantly less than finding a new one. Most salons focus almost entirely on acquisition and underinvest in the systems that keep clients coming back and referring others.

Email or SMS reminder and follow-up system
Automated messages sent before appointments and after visits, managed through your booking software.
Loyalty program promoted online
A structured rewards program for repeat clients, with details visible on your website and social profiles.
Referral program with a clear incentive
A formal process for encouraging existing clients to refer friends, with a stated reward for doing so.
Re-booking prompt after each appointment
A system or process that prompts clients to book their next appointment before or shortly after they leave.
5

Paid advertising

0 / 4

Organic reach is valuable but limited. Paid advertising lets you reach new clients in your area at the exact moment they are looking, and keeps your salon visible to past visitors who have not yet rebooked.

Google Ads targeting local search terms
Paid search ads that appear when someone in your area searches for a salon or specific service.
Meta Ads targeting local clients
Paid ads on Facebook and Instagram targeted by suburb, age, and interests relevant to your services.
Seasonal promotion campaigns planned
Paid campaigns built around key dates such as Valentine's Day, Mother's Day, and Christmas.
Remarketing to previous website visitors
Ads shown specifically to people who visited your website but did not book an appointment.
Overall progress0%

Where to start if you scored under 12: the fundamentals carry the most weight here. A complete Google Business Profile, a steady stream of reviews, and an active Instagram presence will outperform a paid campaign every time for a new or growing salon. Get those right before spending on ads.

Your result
0 / 23
0% of items complete

Work through the checklist above to see your result.

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