How to Get More Clients for Your Beauty Business

By Michael Odell | Business & Branding | The International Institute of Beauty

Whether you run a salon, a mobile treatment service, or a solo beauty studio, one truth remains: no clients, no business. Getting more clients isn’t about luck or waiting for referrals to roll in, it’s about clear positioning, targeted marketing, and consistent effort.

Here’s a straight talking, strategic guide to help you grow your beauty client base and build a thriving, sustainable business.

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1. Know Who You Want to Attract

Before you can attract more clients, you need to know who you want to attract. Not everyone is your ideal client,and trying to please everyone is a fast track to pleasing no one.

Ask yourself:

• Are you targeting young professionals, new mums, mature women, or men interested in grooming?

• Do your services align with luxury, budget friendly, or niche offerings (e.g. vegan, organic, or medical grade treatments)?

Create a client avatar, a detailed profile of your ideal customer, and use it to guide your branding, messaging, and marketing channels.

2. Optimise Your Online Presence

Let’s face it: if you’re not visible online in 2025, you’re invisible.

Build a Simple, Effective Website

Your website doesn’t need to be flashy, just clear, professional, and optimised for search engines.

Include:

• A service menu with pricing

• High quality images of your work

• Online booking or enquiry forms

• Testimonials and reviews

• Your contact details and business hours

Use Local SEO

Ensure your business is listed on Google Business Profile, Yell, Treatwell, and local directories.

Use keywords like:

• “Beauty salon in [your area]”

• “Brow lamination in Manchester”

• “Mobile facial therapist near me”

Blogging about skincare tips or treatment FAQs can also help boost your local rankings over time.

3. Leverage Social Media Like a Pro

Social media is your digital shop window, but too many beauty pros post inconsistently or without strategy.

Be Consistent and Branded

Pick 1to 2 platforms (usually Instagram and TikTok) and commit. Use consistent branding, colours, fonts, and tone of voice.

Post a mix of:

• Before and after transformations

• Client reviews

• Short treatment clips

• Behind the scenes moments

• Educational tips (e.g. “Why you should exfoliate before a facial”)

Use Hashtags Wisely

Use geo specific and service related hashtags to reach locals:#LeedsFacials, #LondonBrows, #NottinghamLashes, #HydrafacialUK, #SkincareExpertLondon

4. Offer Client Incentives, But Be Strategic

Discounts can bring people through the door, but don’t train your clients to only book when there's a deal.

Instead:

• Offer limited time intro offers for first time clients

• Create a loyalty scheme (e.g. every 6th facial is free)

• Offer referral rewards (e.g. bring a friend and both get 20% off)

• Upsell with add on treatments (e.g. “Add a LED light therapy to your facial for £15”)

Always track which offers bring in paying clients and which just attract deal seekers.

5. Network Within and Beyond the Industry

People buy from people. Word of mouth and personal connections still count, massively.

• Attend local business events, women’s networking groups, and wedding fairs

• Partner with complementary businesses (e.g. hairdressers, nail techs, bridal boutiques) to swap referrals

• Offer to host beauty talks or pop up treatments at fitness studios, coworking spaces, or corporate offices

Don’t be shy about telling people what you do. Your next loyal client might be one conversation away.

6. Collect and Use Client Reviews

Social proof builds trust. A glowing review can be more persuasive than your best sales pitch.

• Ask for feedback after each treatment

• Encourage happy clients to leave Google or Facebook reviews

• Share screenshots of positive DMs or testimonials on your social channels and website

• Use real client photos (with permission) alongside their reviews

Make this part of your routine, not an afterthought.

7. Nail the Client Experience

You can have the best marketing in the world, but if your client experience is lacking, they won’t come back (and definitely won’t refer others).

Focus on:

• Warm, professional customer service

• A clean, calming treatment space

• Running on time

• Following up after appointments with care tips or reminders

• Remembering client preferences and birthdays (a simple CRM can help)

Delighted clients become loyal ones, and loyal clients bring friends.

8. Invest in Your Skills and Specialisms

Want to stand out in a saturated market? Be the best at something.

• Train in trending treatments (e.g. skin boosters, chemical peels, brow lamination)

• Become certified in high demand services

• Offer niche expertise (e.g. skincare for acne prone teens, or perimenopausal skin)

• Attend beauty expos and stay on top of industry innovations

Being seen as an expert in your field helps justify premium pricing and builds authority.

9. Track What Works and Pivot When Needed

Marketing without measurement is just guesswork.

• Monitor where new clients are coming from (ask during booking)

• Use Google Analytics or social insights to see which content drives traffic

• Test different promotions or content types, then double down on what delivers

If something’s not working, don’t be afraid to pivot. Flexibility is a key entrepreneurial skill.

Final Thoughts: Be Visible, Valuable, and Vocal

Growing your client base isn’t about shouting louder, it’s about speaking directly to the right people, offering genuine value, and consistently showing up where they are.

Stay visible. Refine your messaging. Deliver results. And most importantly, back yourself.

Because in this industry, confidence is contagious. And when people trust you with their beauty, they’ll keep coming back.