November 2009

Your Website Is Your Best PR

by Bruce Rigney
( Reprinted in part from

Part one last month took a look at the home page of your website and what kind of first impression it made on your salon clientele. Part two picks up with “Where to From Here” … how to guide your visitor from the home page to where you can satisfy their needs and your website’s objectives.

Part II — Beyond Your Home Page

Which way did they go? After viewing your website’s homepage, your visitor has to decide where to go next. Given you’ve captured their interest, they now want to know more about you, your product, or your service. Your website design must guide them to:

If your homepage navigation is well designed, your visitor should easily find their next area of interest and click on it. That interest is definitely influenced by your website’s design and structure. The use of ‘clickable’ features to bring them directly to special offers or benefit helps your visitor swiftly find their way to your contact or purchase pages.

What They Read … Is What They Get

When your visitor arrives at a page of your website and is confronted with a large gray mass of text, you have lost them. Break up text blocks. Help your visitors immediately locate their area of interest on the page. Use:

Drop-off is a significant design factor for the new wider website standard for the larger monitors now in general use. Designers must artfully balance artwork, sidebars, navigation columns and the use of shorter columns to avoid a layout that requires the reader to scan a full length wider web page.

Remember, your site was not only built to be beautiful and inspire confidence in your products or services, but as a lead (or income) generating tool to grow your business.

Who is Your Visitor? Capture Contact Info

Many salon/spa sites are not set up for online sales. The main goal is to generate enough interest to get a visitor to make an appointment or respond to an offer. If they’ve gotten to your website, they are already a warm lead and you want to capture their contact information to re-contact them if you miss them this time around.

Ideally, what you want is your visitor’s name, address, phone number and email address, but most of us are reluctant to divulge all that on first contact. Since the goal is to continue to communicate to them, obtaining an email address alone is a victory.

Once contact info has been captured in any form, you are able to continue to stimulate their interest via email. Such items as:

All of these encourage a potential client to try your product or service and eventually become part of your ever-expanding clientele.

This article is edited from the three part series on, a PR blog written regularly by Sharon Esche and Alexander Irving of Esche & Alexander Public Relations for salon and spa professionals. The website series was originally guest posted by Bruce Rigney, owner of Rigney Graphics, a marketing communications and web design firm headquartered in Pasadena, CA. Their website is

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