Nearly 97% of people now turn to Google to find local businesses, and most searches lead directly to Google Business Profiles. For spas and salons, your Google Business Profile is where new clients discover you, compare services, and decide who to trust.

When someone in your area needs a spa day or is searching for a new salon, this is where their journey typically begins.

Time and again, it’s the spas and salons with complete, professional Google Business Profiles that win new clients. According to Google, businesses with active, detailed profiles are 2.7 times more likely to be seen as reputable and attract 70% more visits.

But what exactly makes a Google Business Profile stand out? Why do some spa and salon listings consistently get steady bookings while others are overlooked? And how can you turn your profile into a magnet for attracting your ideal clients?

In short, the question is:

How do you turn Google searches for spas and salons into real, paying clients?

This guide covers everything you need to optimise your spa or salon’s Google Business Profile: practical examples, step-by-step checklists, ready-to-use templates, comparisons, and expert tips to increase your online visibility and attract more local clients.

Everything you need; no fluff, no jargon.

Set aside 20 minutes, and let’s get started.

Why Your Google Business Profile Matters for Spas and Salons

Running a successful spa or salon is all about building genuine connections with your clients. However, before you welcome them into your space, most people discover your business somewhere else first: Google Search.

Let’s talk about how clients actually find spas and salons today. At this very moment, someone nearby may be searching online:

• "hair salon near me"
• "spa near me"
• "[your city] nail salon"
• "massage therapist in [neighborhood]"

These searches bring up what we call the local pack: the business listings at the top of Google's results, complete with photos, client reviews, and a map. Below is a real example of how the local pack appears for spas and salons in Florida, followed by additional search answer listings.

This isn't just any spot on Google. It's where most potential clients look first and decide where to book, and it helps boost online visibility for beauty businesses.

Here's something you can try right now: Pick up your phone and search for your business type without typing your location. Google automatically shows nearby options. This exact view is what potential clients see when they're looking for services like yours.

The power of a Google Business Profile is backed by real data. According to Google:

• Complete, active profiles are 2.7 times more likely to be seen as reputable.
• These profiles attract 70% more visits.

For spas and salons, a well-maintained Google Business Profile can help you:

• Put your business on the map when locals search for it.
• Enhance your service menu visibility.
• Showcase your best work through photos.
• Share authentic client reviews.
• Make it simple for clients to book.
• Connect you directly with interested clients.

Every single day, potential clients look at these listings and make decisions.

Missing details such as current hours, recent photos, or the right contact information can cause potential clients to choose another business. But when you set up your profile thoughtfully, it becomes one of your most effective tools for bringing in exactly the kind of clients you want to serve.

Now that you are aware of why Google Business Profiles matter for local SEO of spas and salon businesses, we are dropping the most important details (in the next two sections) right away out of respect for your time.

How to Set Up Your Google Business Profile for Spas and Salons: Step-by-Step Guide

Setting up your Google Business Profile correctly from the start helps your spa or salon show up in local searches and makes it easy for clients to find and book your services. Here’s a simple, step-by-step guide to help you get started and stand out online.

Step 1: Claiming Your Business

To claim your spa or salon on Google Business Profile:

1. Go to Google Business Profile Manager and type in your business name.
2. If your business shows up but isn’t claimed, look for “Own this business?” and click it to start claiming.

3. You can also use Google Maps to locate your business, click the profile, and select “Claim your business.”
   
   
4. If your business isn’t listed, choose the option “Add your business” to add it from scratch.

5. Use an email address you check often, as this is how you’ll manage your profile from now on.

Step 2: Verification Process

Google needs to confirm you actually own or manage the business. Currently, there are several verification options:

Video Verification (Most Common)

• Record a short video showing your business space.
• Include specific elements Google requests.
• Usually processes within 5 business days.

Other Verification Methods Include:

• Postcard (3-5 business days to arrive)
• Phone call (instant)
• Email (for select businesses)

For common verification issues, refer to the table below:

Once your business is verified, it's time to set up your basic information.

Step 3: Entering Your Basic Business Information (Checklist Given)

These basics may seem simple, but getting them right helps clients find and trust your spa or salon. Here’s what you need to fill in:

1. Business Name

Your business name needs to be exactly as it appears on your storefront and business documents.

✔️"Serenity Spa"

❌"Serenity Spa - Best Massage & Facials in Portland."

Don’t add extra keywords or location info. Google likes simple, accurate names.

2. Address

Enter your full street address, including suite or unit numbers if you have them.

✔️ Suite 205, Pearl District Plaza, 1234 NW 23rd Avenue, Portland, OR 97210

❌ Pearl District, Portland, OR

If you’re inside a shopping center or office building, mention that too, so clients can find you easily.

3. Phone Number

Use your primary business phone, which is most likely to be answered during business hours. If you use a phone system with extensions, use your primary one. This is the number new clients will call first, so make sure it connects directly to your team.

4. Service Area

If your spa or salon has a fixed location, mark your address on the map. Offer mobile services? Set a service radius or list the neighborhoods, cities, or zip codes you cover.

5. Hours of Operation

Be precise about when clients can visit or call. If you take your last appointment at 7 PM but stay until 8 PM cleaning up, list 7 PM as your closing time. For appointment-only businesses, you can mark this in your profile to set clear expectations.

6. Special Hours

Holiday closures, early closings, and special events need their own hours listings. Plan ahead for major holidays and mark these changes at least a month in advance. This prevents frustrated clients from arriving at a closed salon and helps Google show accurate information during holiday searches.

Here’s your TAKE-HOME-CHECKLIST to ensure you are filling in basic information correctly.

Special Business Situations

Beauty Industry-Specific Optimizations

Just like you'd style your actual spa or salon to attract clients, every element here needs to catch attention and build trust.

Below are some industry-specific optimizations you can do.

1. Highlight Your Services

• Start with your most popular treatments and core services.
• List each service with clear pricing and group similar options together.
• Include the duration of each service and add brief, friendly descriptions.

For example,

But don't stop there. The beauty business changes with the seasons, right? Add seasonal packages such as wedding specials, holiday treatments, or back-to-school promos. Keeping your service list up to date will help you match what clients are searching for.

Quick Wins:

✔️ Add prices to your top 3 most requested services

✔️ Group your current services into clear categories

✔️ Update your seasonal specials for the current month

2. Show Off with Photos

We're in a visual industry. Your photos need to tell your story. We've an entire guide on Google Business Profile photos for deep understanding. Some key points are:

• Use before-and-after shots to highlight your skills. Think hair transformations, nail art, glowing skin, or makeup looks.
• Make sure your photos are bright, well-lit, and taken from flattering angles.
• Always get your clients’ permission before posting their images.
• Don’t forget to post photos of your space, like your reception area or treatment rooms. These help new clients feel comfortable before they even arrive.

Quick Wins:

✔️ Upload your 3 best transformation photos

✔️ Take a quick shot of your reception area in good lighting

✔️ Remove any outdated or poor-quality photos

3. Tell Your Unique Story Through Business Description

• Your business description should go beyond a list of services. Share your experience, your team’s special skills, and any awards or certifications.
• What makes your business special? Perhaps it's your expertise in textured hair, your advanced skincare technology, or offering early morning appointments. Mentioning these details helps you attract and get the right clients.

Here’s an example of what your business description should and shouldn’t look:

✔️ With 15 years of experience, our team of certified cosmetologists specialises in textured hair care. Our salon received Portland's 'Best Natural Hair Salon' award in 2023. We open at 7 AM for early-bird appointments and use only organic, natural products. Our stylists regularly attend advanced training in the latest cutting and coloring techniques.

❌ We do haircuts, color, styling, and treatments. Best salon in town! We use good products and have great prices. Come visit us today for all your hair needs.

Quick Wins:

✔️ Add your years of experience to your description

✔️ List your most recent award or certification

✔️ Highlight your USP that sets you apart

4. Make It Easy to Connect

The final piece: Make sure clients can reach you without friction.

Here are some key points you can’t miss:

• Double-check that your contact details are up to date and easy to find.
• Add buttons for direct calls, online booking, messaging, and directions.
• Link your website and social media profiles for more ways to connect.
• Think about your ideal client. Do they want to book quickly, get directions, or ask questions? Make it simple for them to reach out.

Here’s a good example:

Pro Tip: Keep your profile authentic. No need for fancy language or empty promises. Just show clients what you do best, make it easy to understand, and keep it up to date. That's how profiles turn into bookings.

Quick Wins :

✔️ Test your phone button works

✔️ Update your current business hours

✔️ Add your booking link if you have one

Ongoing Google Business Profile Management

Running a beauty business keeps you busy. Between clients, ordering supplies, and managing staff, your Google Business Profile might slip down the priority list.

Here’s the good news: spending just a few minutes on your Google Business Profile each week can keep the new client inquiries coming.

Let's talk about the most important tasks.

1. Keep Asking for Reviews

Managing Google reviews effectively is key to building trust and attracting new clients. Happy clients love talking about their experience; they just need a friendly prompt. The best time to ask? Right after they're admiring their new look in the mirror. Here are seven ways you can ask for a review:

• Post-service mirror moment: "Love your new look? We'd love it if you could share your experience on Google!" (show them the review link on your phone)
• Send a personalised text within 24 hours, including before/after photos, along with a direct review link.
• If a client tags your business in a selfie on social media, thank them and invite them to share the love on Google, too.
• Place a QR code card at your front desk that leads directly to your review page.
• Reward loyal clients with points or a small discount as a gesture of appreciation for taking the time to leave a review.

When you start getting reviews, it’s important to respond promptly and personalise them to make sure the client remembers you. Here are some plug-and-play thank-you message templates you can use for positive reviews:

• Service Focused: "Thank you [Name]! We're so happy you enjoyed your service with us. Your satisfaction means everything to our team. Looking forward to seeing you again!"
• Experience Focused: "We appreciate your kind words, [Name]! Making sure each client has a wonderful experience is our top priority. Thank you for choosing us!"
• Team Recognition: "Thank you for this lovely review, [Name]! Our team works hard to provide excellent service, and feedback like yours makes it all worthwhile. See you at your next appointment!"
• Personal Connection: "[Name], thank you for taking the time to share your experience! It's wonderful to have clients like you, who make what we do so rewarding. Can't wait to serve you again!"

Again, not all days are positive, and as a business owner, you may encounter a few negative reviews. When you get one, take a deep breath, respond within a day or two, and show you care about making things right. Handling negative reviews thoughtfully can actually strengthen your reputation.

A thoughtful response to criticism often impresses potential clients more than a perfect five-star rating. Here are some templates for those hard days:

• Service Concerns: "Thank you for bringing this to our attention, [Name]. We value your feedback and would like to learn more about your experience. Please contact us directly at [phone/email] so we can address your concerns personally."
• For Misunderstandings: "We appreciate you taking the time to share your feedback, [Name]. We'd love to better understand your experience and make things right. Please reach out to us at [contact] to discuss this further."
• When Things Go Wrong: "[Name], we're sorry your experience wasn't what you expected. Your satisfaction matters to us, and we'd like to make this right. Please contact our manager at [phone/email] so we can resolve this properly."
• General Resolution: "We value all feedback and take your concerns seriously, [Name]. Please contact us directly at [phone/email] so we can understand more about your experience and find the best solution."

Again, these templates are provided for reference only. Make sure you personalise each response according to your client’s review.

2. Keep Your Profile Fresh and Engaging

Think of your Google Business Profile as your salon or spa’s second social media page. Use it to keep clients in the loop and show off what makes your business great. Here are some easy ways to keep your profile looking fresh and engaging:

• Show off a stunning color correction your senior stylist just completed.
• Highlight your nail artist’s latest designs.
• Share a new massage technique your team recently learned.
• Feature special holiday packages or seasonal offers.

Don’t forget to check your Q&A section at least once a week. Answer questions from potential clients so you stay helpful and keep your business information accurate. This way, you’re always the go-to expert.

3. Let Your Photos Tell Your Story on Google

Reminding again: Your work is visual; let it shine.

Every few weeks, add fresh photos that show what's happening in your space. Take care of your overall grid and avoid posting random images.

4. Why You Shouldn’t “Set It and Forget It”

Here's a common mistake: setting up your Google Business Profile and then forgetting about it.

Your business is always changing; maybe you add new services, update your hours, or launch special offers. Your profile should always reflect what’s current.

Make it a habit to do a quick check once a month. In just 15 minutes, review the basics:

• Are your hours up to date?
• Do you have any new services or price changes?
• Is there a holiday coming up where you’ll be closed or have special hours?
• Are your contact details still correct?

Running a beauty business is busy work, and it’s easy to let profile updates slip your mind once things get hectic. Well, there’s Zoca to put things on autopilot for you. It can automate your profile management, so your business always looks its best online—no extra effort required.

Book Your No-Obligation Consultation - Costs $0

How Zoca Helps You Manage and Optimise Your Google Business Profile

Every day, potential clients in your area search for beauty services on Google. However, managing your Google Business Profile, keeping it updated, responding to reviews, posting updates, and optimising for local search can be hectic and takes time you'd rather spend with clients.

That's where Zoca comes in.

Let Zoca handle the digital details that bring clients to your door:

• Smart local keyword targeting based on real search data
• Automatic review requests and Instagram photo sync
• Regular profile updates and posts that keep you visible
• Quick website creation optimised for local search

With Zoca working in the background, you can focus on serving looks for your clients while your Google Business Profile and online presence stay up to date and fully optimised with no extra effort.

Your Google Business Profile is often your first chance to impress; let's make it count.

Common Mistakes to Avoid with Your GBP

1. Missing the Essential Details

Think about walking up to a salon with no sign, no hours posted, and paper covering the windows.

Not very inviting, right? An incomplete Google profile creates the same impression. When clients search for salon or spa services, they need to know:

• What exactly you do
• Where to find you 
• When you're open 
• How to reach you 

Each blank field is a missed opportunity to connect with someone looking for exactly what you offer. Google Business Profile listings that are complete get 7X more clicks.

2. Picking the Wrong Category

"Hair salon" isn't the same as "beauty salon."

Choosing the wrong category is like putting your business in the wrong part of town; the right clients won't be able to find you. Take a moment to double-check your main category and ensure it truly matches your services.

Some beauty businesses miss out by picking categories that are:

• Too broad: "Personal care" instead of "Nail salon"
• Too narrow: Only "Barber shop" when you offer full salon services
• Completely off: "Beauty supply store" instead of "Beauty salon"

3. Skipping Special Attributes

Those little checkmarks and features under your business name? They matter.

Attributes tell clients important details at a glance. Some of which are:

• "Women-owned business"
• "Wheelchair accessible"
• "Free WiFi"
• "Credit cards accepted"
• "Gender neutral"

Missing these is like having great amenities but keeping them a secret.

4. Using Outdated or Low-Quality Photos

We've all seen those blurry, poorly lit photos that make even gorgeous work look unprofessional.

Your Google profile isn't a casual social media account; it's often your first impression on potential clients.

What turns clients away?

• Dark, grainy interior shots
• Cluttered backgrounds in service photos
• Old, outdated images
• Stock photos instead of your actual work
• Too few photos (or none at all)

5. Ignoring Reviews

Reading client reviews but not responding? That's like ignoring someone who's talking directly to you. Every unanswered review tells future clients something about your business, and silence isn't the message you want to send.

Even a simple "Thank you for your kind words!" shows you're engaged and appreciative. And those less-than-perfect reviews? Your professional response can actually win you more clients by showing how you handle feedback.

6. Measuring success

Google Business Profile gives you valuable insights about how people find and interact with your business. But not all numbers carry the same weight.

Most important metrics:

• Direct bookings and calls: Tell you how many people moved from "just looking" to "ready to book."
• Direction requests: Show serious interest—someone is planning their visit to you.
• Website clicks: Reveals which services or offers made people want to learn more.

Here are some quick fixes for common problems:

• High search views but few actions → Your profile might need more compelling photos or clearer service descriptions.
• Lots of calls but few bookings → Consider reviewing your phone handling process.
• Many direction requests but few visits → Check if your location details are clear enough.

Bonus Tips for Measuring the Success of Your Google Business Profile

Bonus Tip #1: Read Your Insights Regularly

The “Performance” tab in your Google Business Profile insights shows details like when people search for you most often, what photos get the most attention, and which actions clients take. These details reveal what potential clients care about and when they’re most likely to contact you.

Bonus Tip #2: Understand Client Behavior

Watch how people interact with your profile:

• Are morning browsers often book different services than evening searchers?
• Seasonal patterns show when to promote specific treatments.
• Popular search terms tell you what services to highlight.
• Photo engagement reveals what potential clients want to see before booking.

Bonus Tip #3: Learn from Competition

Look at other salons and spas in your area. Notice:

• What services do they highlight?
• How do they showcase their results?
• What makes busy locations stand out?
• Which posts seem to get the most engagement?

In short, analyse what you’re competitors are doing better and see how you can get a competitive edge.

Bonus Tip #4: Data Can Work for You

If you notice that certain services are receiving a lot of views, consider featuring them more prominently on your profile. See a spike in weekday searches? Ensure your availability aligns with client demand.

Pro Tip: Check your insights monthly, but don't chase every small change. Look for patterns over time instead of daily fluctuations.

Bonus Tip #5: It’s About People, Not Just Numbers

Behind every click and stat is a person looking for beauty services. They might be:

• A bride-to-be searching for a wedding hair stylist
• Someone new to the area looking for a trusted spa
• A client wanting a relaxing spa day
• A person finally ready for a makeover

Your profile's success is about connecting these people with your services, not only high numbers.

Good numbers are nice, but satisfied clients who found you easily and got exactly what they needed?

That's real success.

Tips for Different Business Types

Ready to Stand Out on Google?

You’ve already put so much love into making your spa or salon a place clients rave about. Now, let’s make sure people can actually find you online.

Your Google Business Profile can be a game-changer: bringing in the right clients, more bookings, and steady growth. The catch? It needs to be set up and optimised the right way (and that’s where we come in).

We’ve helped hundreds of salons and spas shine brighter online, and we’d love to do the same for you.

Ready to see how your profile could bring in more clients?

Book your free, no-strings-attached profile audit today.

We’ll walk you through what’s working, what’s not, and the small tweaks that can create big results.

FAQs

1. How can I optimise my salon's Google Business Profile for better visibility?

Beyond the basics, focus on what makes you unique. If you specialise in curly hair, be sure to mention it prominently. Late-night appointments? That's gold for busy professionals. Pay special attention to local-specific keywords, such as "Portland bridal hair" or "downtown Seattle balayage." Update your profile when seasons change – think "summer wedding specials" or "holiday glam packages." Regular updates signal to Google that your business is active and engaged.

2. What common mistakes do salons make with their Google Business Profile?

The biggest one? Being too generic. Saying "we do haircuts" won't help you stand out from hundreds of other salons. Another frequent mistake is inconsistent pricing – listing "$50+ for cuts" but charging more in-store creates trust issues.

Also, many salons forget to update their holiday hours or temporary closures, leading to frustrated clients. And here's one we often see: posting only the final results without showing the transformation journey – clients love seeing the process!

3. How do I claim ownership of an existing Google Business Profile for my salon?

Search for your business on Google Maps, click "Claim this business," and follow the verification steps. Google typically verifies through:

• A postcard with a code (3-5 business days)
• Phone verification (instant)
• Email verification (instant, if your business email is already listed)

If someone else has claimed your profile, you'll need to request ownership transfer through Google's business support.

4. What specific marketing strategies can I use with my salon's Google Business Profile?

Create urgency with Google Posts about last-minute openings – "Two prime Saturday slots just opened up!" Use before/after photos in posts to showcase dramatic transformations. During slow periods, highlight special offers: "Tuesday morning blowout special."

For regular clients, post about new service launches or product arrivals. And here's a clever trick: update your business description seasonally (think "specialising in summer blonde transformations" or "holiday updo experts").

5. How can I integrate booking software with my Google Business Profile?

First, ensure your booking provider is a Google partner. Popular options include:

• Vagaro
• StyleSeat
• Square Appointments
• Booksy

Once you've chosen your platform, link it through your profile's appointment URL section. This creates a direct "Book" button on your profile. Important note: Keep your availability updated in your booking software – nothing frustrates clients more than finding an available slot online only to learn it's actually booked.

6. What are the best photo dimensions for a salon's Google Business Profile?

• Cover photo: 1080 x 608 pixels
• Profile photo: 250 x 250 pixels
• Other photos: Minimum 720 pixels wide

Also, you use landscape orientation for service photos to maximise visibility in search results.

7. Should I list individual stylist names/specialities on my Google Business Profile?

Yes, but strategically. List specialities ("curly hair expert," "balayage specialist") rather than specific names, as stylist turnover could require frequent updates. Exception: If you have long-term staff with strong personal followings.