Esthetician Website Design: 10 Must-Haves to Get Booked
With love from an Esthetician & Website Designer
When people ask me how long I have been designing esthetician websites, I always say 2008 because that was when I first went out on my own as a solo esthetician. I built my first website on a popular cheap website builder and I enjoyed the process so much that I started building websites for friends who were also going solo. They paid me with a bottle of wine. 😆
Fast forward to 2020, when I closed my LA lash studio and moved to a new town, only to need a new website. I was stuck at home, in a new town with no clientele and very few friends. I was literally starting from scratch and had to get booked — and FAST!
I built my website 4 TIMES because I kept refining it and trying to rebrand my business, but wasn’t sure who I wanted to be in my new space. I always had a beach vibe in my SoCal studio, but I am now 2 hours from the beach.
This experience was what launched my website design studio (in the same room as my lash & wax studio), and a new passion was sparked! After years of doing esthetician website design for clients across the country, here are the 10 non-negotiables I always come back to.
Need more guidance with your esthetician website? Grab my free Website Glow-Up Guide. It walks through exactly where a brand stops matching the business behind it.
What the Best Esthetician Website Design Actually Includes
The esthetician profession is growing by 9% every year — which means there’s plenty of clientele to go around, but only if people can find you. Great esthetician website design isn’t just about looking pretty; it’s what separates the estheticians who are fully booked from the ones still waiting on word-of-mouth.
And if you’re still using a logo like the one below… this is your sign. You may have the best hands in town for volume lashes or result-driven skincare, but a free Canva logo won’t stop the scroll — or attract the high-paying clients you deserve.
Here’s what solid esthetician website design needs to include:
1. Clean, Modern Esthetician Website Design
Be sure to take high-quality images of your work, including your before-and-after shots, which can be the icing on the cake — but make sure they actually look good. This is where I see a lot of esthetician websites looking like a cheap DIY hot mess.
2. SEO
If you are doing your own website, take the time to learn about SEO. This is what helps your website get found after you hit publish. When a client does a Google search for “esthetician Los Angeles” or “facial esthetician near me,” you want the search engines to find you and list your business on the first or second page.
I do SEO for all of my esthetician website design clients as part of every package.
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3. Detailed Service Descriptions
Having a clear and well-designed esthetician services menu is essential. I believe you should include prices on the services menu, along with the duration of the service. One mistake that many estheticians make is that they give too much focus on the steps of the facial and not enough emphasis on the lovely benefits their skin is receiving. Skip the details about double cleansing followed by manual exfoliation, and instead tell them this is the facial that will brighten dark spots and drench the skin with hydration.
Sell the benefits! See an example here
4. An Online Booking System That Works With Your Website — Not Instead of It
I’m a GlossGenius girly and I love them for booking my clients. Waking up in the morning to see new appointments booked overnight never gets old! But let’s get real… booking apps don’t attract clientele to you and your business. It’s up to YOU to send the clients to the app. Google isn’t searching the apps for your keywords, so you don’t show up in search results. That’s why I have Book Now buttons all over my website that connect straight to GlossGenius.
If you want to try GlossGenius, get $30 off your subscription with this code: GlossGenius
5. Client Testimonials and Reviews
Recently it’s been discovered that Meta AI searches for reviews, and this factors into whether or not you get shown in search results. And if all of your reviews are happening on your booking app, they aren’t helping your SEO. So make sure you ask your clients to leave reviews on Google (and get at least 3 on Yelp).
Then grab those reviews and highlight them on every page of your website! It’s excellent for your SEO and for social proof. See how they’re highlighted on my own website.
6. Mobile Responsiveness
In 2025, 60% of website traffic comes from mobile phones, so your esthetician website must look fabulous on mobile. I design on the Showit website platform, where the mobile version is designed separately — which means it can be fully customized instead of just shrinking down the desktop layout.
7. Blogging & Podcasting (Fast Track to Celebrity Esthetician Status)
A blog or podcast can position you as an expert in your field and improve your site’s SEO — but it can also make you VERY popular! Some apps can translate your social media videos and podcast transcripts to text, and you can turn that into a blog post that lives on your website, boosting your SEO. Or, if you write a script for your videos, that can become a blog post too!
If you’re starting your own product line or selling products, blogging and podcasting will boost your sales — but it’s essential to have a website that can showcase and support those sales. On Showit, we design the actual blog page in the website builder and launch the blog from WordPress. Best setup ever!
8. Contact Page
Make it easy for clients to find you, and once they find you, make it easy for them to reach out and book you! Your city, town, even neighborhood should be prominent and on every single page. Having a way to capture their contact info is a good idea if you plan to do any text or email marketing. Check mine out.
9. Join Me on Insta
All the cool esties are putting their Instagram feed on their home page. It will auto-populate your latest posts and Reels, which keeps your website freshly updated — and that helps your SEO too.
10. Book Now!
Guide your website visitors toward taking action with clear calls to action. Whether it’s booking an appointment, signing up for your newsletter, or following you on social media, make sure you’re always clear about what action you want your visitor to take.
If building your own esthetician website doesn’t sound like the most fun you’ve ever had, let’s talk. I specialize in esthetician website design on Showit — modern, strategic sites built to speak directly to your dream clientele.
