I love each website I write for different reasons. Some present a new industry to learn about. Others allow me to indulge my own interests. In this hair salon copywriting example, I’ll share some insights about writing for a beauty brand. This project was special for a reason, too. When I wrote for LuCo Salon in Riverview, Florida (just outside of Tampa), I had the unique perspective of both being this salon’s client and calling the owners, Luis Sanchez and Scott Rice, my friends.
A little backstory… I have difficult hair. Naturally curly. Prone to Florida frizz. Color resistant. Hard to cut and style correctly. I require a hair wizard (Luis) with tons of patience.
But, along with finding a salon that can expertly color, blow the heck out of my hair, and send me out the door with magazine-worthy style, if I have to spend hours on the regular on my roots, I want to feel like I’m in a place where I belong (cue the Cheers theme song…Where everybody knows your name…).
My ideal salon is a place where there’s always enough time for me, and I feel like I’m hanging out with a group of friends who just happen to have mad hair skills—a salon that never trades trendiness for friendliness- but offers both. And LuCo Salon delivers all that and more!
I scheduled with LuCo for the first time almost two years ago. It was love at first blowout. Well, actually, it that my hair found hands that could handle it and the interactions with LuCo’s staff were friendly and revealed their collective knowledge. Also, for a lifelong learner like me who values continuing education and self-development, I loved learning that Luis, Scott, and their team take continuing education together and are also collaborators in style.
When one stylist at this salon in Riverview, Florida wants an opinion, they call in the expertise of another. Each person at LuCo brings areas of specialty, so that through collaboration, they can meet their clientele’s needs.
Salon sites often have splashy photos with little content. It’s a mistake as classic as overprocessing a wanna-be bleach blonde.
Yes, people want to see transformations, curtain bangs, and the latest in color techniques, but people also want to know who you are- what substance makes up how you do things differently. Prospective clients have many salon choices, so if you show up with words that make them feel like they belong in one of your chairs, you’re more likely to get them to click that “book” button. Without strong copywriting, you’re going to blend right in with the other salons around you and fail to convincingly show people that you’re their best choice.
There’s one more reason that the lack of a branded message is a big mistake—Google wants your words for SEO purposes. They want to show people searching online the best solutions to their problems. So, where does one begin finding the right words? The best messages begin with establishing a business’s core values. On my VIP Copywriting Day with Luco Salon, we did just that! I asked a million and one questions, and we unsurfaced their core values of inclusion and belonging, fun mixed with a dash of edginess, and relevancy (no two-seasons-ago hair is happening in these doors!).
The result was a beautiful site with a message that matches the vibe you’ll feel when you enter Luco Salon.
Tied with how much I love my hair EVERY time I walk out of this salon (seriously, every hair is in its place in perfect beach waves or a big 90’s blowout) is how much I adore each person wielding a blower or curling iron behind the chairs. Luis and Scott have taken their core value of belonging across who they staff, so the salon reflects the community they serve. Their style team represents people from various places and experiences, each bringing a flavor all their own into the salon space.
The About page is a website’s often neglected stepchild to the Home page. It’s sad but true, even though the About page is frequently the second most-visited page on a website. Given that it’s prime website real estate, it’s tragic to not use this space of a website to deliver as boldly, and even maybe a bit more granularly than on the Home page.
For Luco’s About page, I designed a fun questionnaire to glean info from each stylist that would draw the right type of client to their books. I don’t know about you, but if I have to sit in a salon for hours, I need to feel ultra-comfortable communicating everything from telling you I need to go to the bathroom mid-process to sharing the mini-panic attack I had over a deadline that has me so overjoyed to be at the salon sipping on a glass of cab.
The About page is the perfect place to begin building a safe relationship with people. By infusing personality and personability throughout the copy, your website visitors will warm up to the people behind the brand. They’ll walk in having a conversation to share prompted by your website, instead of weirdly trying to fill small-talk space to make themselves feel somewhat comfortable. Ewww. No thanks.
When a visitor lands on their about and hovers over the stylists’ photos, they’ll catch colorful personal scoop and specialty details. Maybe the most fun of researching for this page was learning that fruit roll-up wrapped pickles are a thing to someone. Hey, we can’t knock it until we try it!
For Luis and Scott, I did a more extensive interview and questionnaire to dig into the brand story and help audiences connect with their vision- to serve people in a way that brings them confidence and honors their individuality. You can read more about this salon’s story here.
Did you love this hair salon copywriting example? You don’t have to have hair salon website envy! We can bring your salon’s story to life in a way that makes your hopeful clients feel like they’re with you before they even graze your salon’s entryway, I’d love to write a salon that’s sure to bring in some of your favorite clients! Reach out to me today, and let’s create salon website magic!
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