The beauty industry is very competitive, making it hard to stand out from the crowd of similar local businesses. Online reviews have become a powerful way for businesses to not only attract new clients but to gain trust in both current and potential clientele. Reviews help your business jump off a search results page full of suggested establishments, many of which might look like yours or provide similar services.  Reviews also help you and your practice gain credibility so you can improve your rankings on those search results pages.

Following are 10 strategies to effectively use reviews to grow your business.

1 Just Ask. Before your client leaves their appointment, ask them to leave a review of their experience. Send them a link via text or hand them your business card to make it easier.

2. Involve Staff . If you have staff members, have them also ask their clients. Suggest they ask their clients to use the name of their practitioner in their reviews.  This helps show future clients that everyone at your establishment is capable of providing great customer service and results.

3. Send a Message. Send an email or text with a link to leave a review as part of your regular marketing. It would be a great idea to make a habit of doing this. You can even incorporate the request with seasonal messaging or alongside promotions.

4. Add Variety. Get both written and video testimonials from your clients. It will show prospective clients that your reviews are legitimate and from real people, not internet bots. Video testimonials also make for great Instagram reels.

5. Get Tagged. Speaking of Instagram, ask your clients to make a post on social media about you, their results, or any retail products you recommended them and to tag you. If you get their permission, you can repost it on your account!

6. Incentivize. It’s completely OK to incentivize reviews. You can do a drawing for a gift card or free service to encourage clients to leave reviews more often.

7. Simplify. Make it easy to leave a review by printing a QR code at the front desk that links directly to your review page—many clients will probably already have their phone within reach.

8. Always Respond. When a client leaves a review, log on as your business and respond to feedback. Keep responses precise and professional and be sure to thank them for taking the time to review your business. If the review is negative, offer a way to remedy the situation.

9. Market Your Reviews. Include your favorite reviews in your marketing material, on social media, your website, print material, and email marketing. Tip: Feature a different snapshot of a positive review at the bottom of each email you send out.

10. Listen. Read your reviews often and use them as feedback on how to improve your customer service and product offerings.

written by Crystal Ochemba for Skin Deep magazine, Fall 2024