How to attract new clients to your beauty business

I’m Jane Bryan, your Beauty Business Co-Pilot & Growth Leader.

Let’s talk about one of the most common things I hear from salon owners and beauty therapists: “I rely on word-of-mouth to get new clients.”

Now, don’t get me wrong – word-of-mouth referrals are brilliant.

They mean your clients trust you.
They’re free.
They’re organic.
They feel good.

But here’s the hard truth:

Word-of-mouth is not a marketing strategy.

It’s like trying to fill your client diary with a dripping tap.

If you want predictable, scalable and consistent salon bookings, you need something better.

You need to be discoverable - especially by the clients searching online right now for what you offer.

In this blog I’m going to show you how to attract more clients to your beauty business - without hoping someone drops your name in a conversation.

Why word-of-mouth isn’t enough

Relying solely on referrals means:
* You can’t track what’s working
* You can’t control when new clients appear
* You can’t scale your salon income

If you’ve ever had a slow week and wondered, “Where are all the clients?” - this is why.

Without a client attraction system, you're stuck reacting instead of leading.

3 proven strategies to attract new clients to your beauty business

1. Position yourself as the go-to local expert

People don’t just buy treatments … they buy trust. And trust is built when you show up as an expert.

Share educational, problem-solving content that answers your ideal client’s questions:

• “Why your skincare routine isn’t working”
• "The truth about anti-ageing facials”
• “How to get glowing skin over 40”

When you blog consistently and create content that solves problems, you boost your visibility on Google AND build credibility.

(Exactly why I created the mini course Blog your way to more clients & rank on Page 1 of Google (No ads needed) is £99. FOR MORE INFO CLIKC HERE

Top tip: Choose one skin concern per week (acne, pigmentation, ageing, sensitivity) and become known for it.
Consistency builds authority.

2. Use curiosity-based content to start conversations

Forget the likes. What you really want? Conversations.

Try this format:

“This one product keeps surprising me. It’s helped with breakouts, dullness and redness. Drop ‘curious’ in the comments and I’ll message you the details.”

This works because:

• It’s personal
• It feels low-pressure
• It builds connection - fast

Once they’re in your inbox, you can guide them into a skin consultation, bespoke facial or skincare plan.

3. Create a strategic first-time client offer

You don’t need to discount your services to attract new clients. You need to solve a problem.

Try something like:
“The Skin Reset” – includes skin analysis, bespoke facial and 14-day homecare plan. Perfect for women over 40 who feel like their skin just isn’t them anymore.

Why it works:

• It's a transformation, not just a treatment
• It creates a pathway for client retention
• It elevates your value without undercutting your prices

This is how you market smarter, not cheaper.

Final Thoughts

Word-of-mouth is lovely - but it’s not a growth plan.

If you want more new clients, more bookings and more visibility, you need:

• A consistent content strategy that positions you as a skin expert
• A system for turning social media engagement into bookings
• An intentional introductory offer that builds trust and starts long-term client journeys

Your next client isn’t scrolling Instagram - she’s Googling “best facial near me”.

If you’re not showing up online with the right content, she’s booking with someone else.

If you’re ready to finally stop winging it and start showing up with purpose and profit in mind - book a free clarity call with me.

We’ll talk about what’s holding your beauty business back, what’s possible for you and the next simple step to attract more clients without burning out.

Click here to book your free call

Let’s get you visible, profitable and truly thriving.