Why Salon and Clinic Owners Shouldn’t DIY their Website Copy

By Rachel Medlock

This might surprise you but... you’re not the best person to write your brand’s website copy. You might be thinking, “What do you mean, lady, it’s literally about MY brand?!”, so hear me out.

As a salon or clinic owner, you’re accustomed to wearing many hats, and often, that includes taking charge of your own marketing — including the daunting task of copywriting — but let’s be honest; you probably hate it, and you’re not entirely pleased with what you end up publishing.

It’s not personal. You’ve perfected skin; I’ve mastered words. So, while you focus on what’s going down in the treatment room, here’s why a pro should handle your website copy.

1. You’re Too Close To The Craft Is your [impressive] industry knowledge overwhelming your website copy? Whilst terms like “non-comedogenic,” “photoaging,” and “collagen induction therapy” roll off your tongue, they can leave people outside of the industry bubble reaching for a dictionary.

Being deeply immersed in your field can lead to overcomplicating your website copy, making it feel less accessible to newcomers starting their first skin journey. A professional copywriter, especially one with industry expertise like yours truly, can distil complex concepts into digestible, engaging content that speaks directly to the needs and understanding of a broader audience.

2. Connection Through Concerns Connection through concerns = clients that feel seen.

As a seasoned skin professional, you’re focused on solutions. Your website is likely brimming with the promises of brighter, clearer, and more youthful skin, but are you addressing the emotional and physical struggles that lead clients to seek those solutions?

Your customers aren’t buying a product or service but a solution – in our industry, it’s often a gateway to greater confidence and wellbeing. Top notch copywriters excel at positioning your services as solutions, ensuring that your content speaks directly to the heart of their concerns, making them feel seen, heard, and understood.

3. Imposter Syndrome? Don’t Know Her Salon and clinic owners tell me that their imposter syndrome is at its highest when self-promoting. Many fear that their words don’t fully capture the essence of their brand or worry that they might come off as either too self-promoting or not confident enough. This inner critic can create a disconnect between how you perceive your business and how you present it publicly.

Having a professional take care of your website copy eliminates the underlying tones of imposter syndrome, ensuring that your brand speaks as confidently as you do in your treatment rooms.

By engaging in deep conversations with you, we learn what makes your brand unique and the authentic meaning behind your business, aka your why. This process helps overcome the noise and doubts by focusing on what truly matters - your genuine love and enthusiasm for what you do. That’s where the wordy magic is born!

4. We Do More Than Sling Words Together

You wouldn’t trust your skin treatments to a novice, so why trust your website copy to one?

Impactful copy involves more than stringing pretty words together; it requires an intricate blend of psychology, marketing, and narrative skills refined over years of experience and practice. We write with intention, with each sentence designed to attract, engage, and convert your website visitors into loyal clients.

Investing in professional copywriting is just that — an investment. It ensures your website reflects your professionalism and expertise, attracting more clients and setting the tone for the exceptional service they can expect.

As you continue to provide outstanding results in the treatment room, let a copywriter work their magic on your website. After all, in the Professional Beauty Industry, first impressions matter, and your website is often the initial interaction your dream client has with your business.

So, my friends, it’s time to delegate to elevate. Take a step back, leave the words to the experts, and watch your business glow online and off. Visit www.rachelmedlockcopywriting. com.au to get started.