How Clients Book You From Your Website (And Why Most Beauty Websites Get It Wrong)

A guide for Estheticians, Hairstylists, spas and salons who are ready for a website that actually works.

If you’ve ever hopped on a discovery call with a web designer and found yourself asking, “But how will clients actually book me from the site?” — you are not alone. It’s one of the most common questions I hear from beauty business owners, and honestly, it’s one of the most important ones.

Here’s the thing: a beautiful website is only half the equation. The other half is making sure that beauty converts into bookings. And that requires a little strategy — not just a link buried in your footer.
As both a brand and website designer and a licensed esthetician, I get the beauty industry from both sides. I know what your clients are looking for when they land on your site, and I know exactly what needs to happen to turn a browser into a booked appointment.

Let me break it down for you.

Your Booking App Does the Heavy Lifting — Your Website Just Has to Point the Way

Whether you use Vagaro, Square Appointments, GlossGenius, Acuity, Fresha, or another booking platform, the good news is you don’t need to reinvent the wheel. Your booking app handles the scheduling, payments, and confirmations. Your website’s job is simply to get your visitor there — quickly, confidently, and without any confusion.
That’s where the strategy comes in.

The “Book Now” Button: It’s Not a Set-It-and-Forget-It Situation

One of the biggest mistakes I see on DIY beauty websites is a single “Book Now” button tucked away in the navigation bar and nowhere else. Your potential client shouldn’t have to hunt for the next step — especially when she’s excited and ready to book.

When I design websites for beauty businesses, I strategically place Book Now buttons throughout the entire site. Here’s where they show up:

• In the navigation bar — so it’s always visible, no matter what page she’s on
• In the hero section of the homepage — the very first thing she sees
• After your service descriptions — right when she says to herself, “Yes, I want that”
• On your About page — because once she connects with your story, she’s ready
• After testimonials and reviews — social proof + a clear call-to-action = a powerful combo
• Above the footer — for anyone who scrolled all the way down

What Happens When She Clicks That Button

Every Book Now button on your site links directly to your booking app — whether that opens in a new tab or embeds right into your site. This means the experience is seamless. She clicks, she picks her service, she picks a time, she’s done. No DMs, no back-and-forth texts, no waiting for you to reply.
That kind of ease is what keeps clients coming back — and what earns you referrals from women who tell their friends, “Oh, it’s so easy to book her online.”

Why This Matters More as You Scale

When you’re just starting out, you can get by with manually managing your bookings. But when you’re growing — building your clientele, maybe adding team members or multiple locations — you need your website to work for you around the clock.
A well-designed website with strategic booking placements becomes your best team member. It greets potential clients, tells your story, builds trust, and books the appointment — all while you’re doing what you do best behind the chair or the treatment table.

So, Is Your Website Actually Booking Clients?

Here’s a quick gut-check. If someone landed on your website right now, could she:
• Find out what services you offer within 10 seconds?
• Understand who you are and why she should choose you?
• Find a Book Now button without scrolling or searching?
• Book an appointment in under 2 minutes?

If you hesitated on any of those, it might be time for a website that’s designed with intention — not just one that looks pretty.

Ready for a Website That Books Clients on Autopilot?

I specialize in creating beautiful, strategic websites for beauty businesses just like yours. From estheticians and hairstylists to full-service salons, I design with your client journey in mind — so every visitor who lands on your site knows exactly what to do next.
My website design packages are built to support your growth and make booking effortless for your clients.
If you’re ready to have a website that actually works as hard as you do, let’s chat! Reach out to book a discovery call and let’s talk about what your brand deserves.

— Written by a designer who’s also been behind the treatment table. I get it, and I’ve got you.