Estheticians, Stop Oversharing: A Better Way to Brand Your Waxing Services

Why Brazilian Waxing Service Pages Shouldn’t Feature Freshly Waxed Skin (And What to Do Instead)

Let’s be real—there are better ways to sell your Brazilian waxing services than zoomed-in photos of someone’s freshly waxed bikini line. If you don’t know what I’m talking about, type “Brazilian Waxing” into a social media search bar and see cringy videos that Estheticians are posting of their trusting clients. I’m not here to judge, only to point out that as a marketing technique, it is not effective!

A freshly waxed, oiled up, red and raw, tweezed coochie is not cute! And it is going to make potential clients wonder if you’re going to show their bits and pieces all over the internet!

As an Esthetician myself and a website designer for estheticians, beauty pros, and lash + wax artists, I’ve seen it all: the good, the bad, and the overshared. The most effective way to market your waxing business online is with a Brand and Website that instills safety and professionalism. And when it comes to your waxing services page, what actually books clients isn’t shock factor… it’s smart branding, beautiful web design, and a page that builds trust.

Brazilian Waxing Services Deserve Better Than Creepy Close-Ups

Your clients aren’t looking for a biology lesson—they’re looking for professionalism, cleanliness, and someone they can trust to handle their bikini line with care. That means your service page should focus on comfort, results, and confidence… not uncomfortable imagery. Let them know that you never double-dip or that you can wax them in 20 minutes for a quick lunchtime appointment.

Instead of showing the after in high-def, show the experience. Think clean, cozy studio vibes. Smiling photos of you doing your thing. A cheery aesthetic that says, “Hey, we’re gonna become besties because I now know all of your secrets!”

Show images of their lifestyle, like girls sitting around a swimming pool in a bikini without a pubic-hair care in the world!

Build a Brazilian Waxing Page That Actually Converts Visitors into Booked Clients

Here’s the wax-on strategy I use when designing high-converting websites for estheticians, salons, and beauty businesses:

• Start with a warm, inviting headline that speaks to the transformation, not just the service.
• Use clean, branded visuals — no oversharing, just overdelivering on professionalism.
• Create trust with well-written copy: walk them through what to expect, how to prepare, and why you’re the one to book with. I booked a client recently because she was in town from Canada and liked my messaging about California girls. (See below.)
• Add a section for first-timers (because let’s be honest, they’re nervous and Googling everything).
• Answer their biggest questions before they even think to ask. What kind of wax do you use (soft or hard, sensitive, etc…) Can they wax on their period?

If your current service page just says “Brazilian Wax – $70” and a generic “Book Now” button… we need to talk. Book a Call!

SEO Tip: Use Long-Tail Keywords That Match What Your Clients Are Actually Searching

Search engines are your secret weapon. Don’t just rely on “waxing services” — use specific, searchable terms that real clients type into Google:

• Brazilian waxing for first-time clients
• Professional waxing services near me
• What to expect during a Brazilian wax

This kind of keyword magic is what turns a pretty website into a money-making one. This is where having an Esthetician/Website designer becomes your secret weapon! 🤫

What Not to Do: Website Mistakes That Could Be Repelling Clients

• Using overly graphic before/after pics (yikes)
• Forgetting to explain the process in calming language. Don’t focus on the pain!
• Missing a clear call to action. Can they easily book with you before they chicken out?
• Not showing your face or studio—people want to see YOU
• Using cold, clinical language instead of warm and friendly copy. Just be YOU!

Your website is your first impression. If it doesn’t reflect the quality and energy of your services, it’s time for a glow-up. And if you’re only using a Booking App, you aren’t being seen at all. (Your competition thanks you!) Search engines don’t read booking apps, so Google is gonna pass right over you.

The Bottom Line

Your Brazilian waxing service page doesn’t need shock value—it needs strategy and this is just a drop in the bucket. When your brand, your message, and your visuals all work together, your website becomes your best receptionist- which few of us solo-estheticians actually have.

So if you’re a beauty professional or esthetician ready to stop blending in and start booking dream clients, I can help. I was an LA-based waxer for 14 years with a solid Brazilian Wax clientele. I did it without posting much on social media, it was all website strategy. I moved in 2020 and started my beauty business from scratch, and still see clients on the side of my web design business. I would love the chance to create a beautiful Brand and Website that reflects the vibe of your business. Book a no-obligation call to chat about your beauty business.

Let’s design a website that feels like you—and books like crazy.