Booking made easy for all

Explore ways to accommodate a diverse client base via your booking process, with advice from FIONA FOX, owner of Ulu Beauty: a home salon recognised in the Scratch Stars Awards 2024

ABOUT FIONA FOX

Based in Christchurch, Dorset, Fiona Fox had a corporate career that focused on wellbeing, personnel and training before she joined the nail industry. Noticing a gap in mental health awareness and management skills in the sector, she founded home salon, Ulu Beauty, in 2020, offering private nail and beauty treatments for clients overwhelmed by the traditional high street salon experience. With Southeast Asian roots, the word ‘Ulu’ describes somewhere wild and remote. Ulu Beauty was a finalist in the Home Nail Salon of the Year category in the Scratch Stars Awards 2024.

Fiona opened training school, Nail Your Career, in 2024, to deliver nail and beauty courses to small groups. These centre around safeguarding, mental health awareness, professional boundaries and diverse learning styles.

“Prior to a first appointment, introduce yourself and your workspace to the client, so the arrival process is less daunting.”

Have you ever gone to book an appointment online, only to give up halfway through because the process became too complicated? Or maybe you couldn’t figure out how to get to the next step or find the price list? I know I have! Each time a client meets a hurdle in your booking process, they become less likely to complete the transaction. Now, imagine what this is like for someone who requires extra help to book.

With so many nail businesses for clients to choose from, having a booking process that is easy to navigate and inclusive is necessary to attract and retain a diverse clientele. Here are my five tips to ensure your booking process is as accommodating and user-friendly as possible:

1 Embrace an online booking system

An online booking platform is convenient for both beauty professionals and clients, allowing appointments to be booked at any time of day. Here are some points to consider for your system:

• Make it mobile and desktop-friendly: Ensure your booking platform provides a smooth and uncomplicated user experience on smartphones, tablets and laptops, highlighting important information and using clear buttons.

• Keep it accessible: Your booking system should be easy for all clients to navigate. Consider screen reader compatibility, high-contrast visuals and adjustable font sizes.

While online booking is a fantastic tool, it’s important to remember that not everyone may like it. Make it clear via your marketing assets how clients should book with you, so there’s no confusion or hesitation.

2 Use clear and inclusive language

The words and expressions you use matter, so choose them carefully to ensure they are understandable and respectful. Language that acknowledges and embraces diversity creates an environment where all clients feel seen, valued and welcome. For instance, using ‘they’ as a singular pronoun and ‘everyone’ for groups respects clients, regardless of their gender. Additionally, using ‘person with a disability’ rather than ‘disabled person’ puts the individual before their condition.

Avoid industry jargon and proofread text to ensure clarity for clients. Not all customers will know which treatment to book, especially if it’s their first appointment with you.

Ulu Beauty, Scratch Stars Home Nail Salon of the Year finalist 2024.

3 Make service descriptions detailed

Clients like to know exactly what to expect from their appointments, so provide them with details including:

• Duration and price: State how long each service will take and the cost.

• Treatment inclusions: Specify the elements included in each service.

• Personalisation options: Highlight any customisable aspects, such as nail art.

The message I send to a new client before their first appointment.

4 Introduce yourself

Prior to a first appointment, introduce yourself and your workspace to the client, so the arrival process is less daunting. When I see that a new client has booked with me, I message them detailed directions, including how to access the salon and where they can park. Sometimes, questions such as ‘how can I pay?’ and ‘do I just come in?’ can be anxiety-inducing and make a potential client want to cancel.

“With so many nail businesses for clients to choose from, having a booking process that is easy to navigate and inclusive is necessary to attract and retain a diverse clientele.”

5 Have transparent policies

Being inclusive and accessible doesn’t mean compromising on your boundaries. A page on my website lists my policies, terms and conditions, and is accessible via the navigation bar. Build trust by being upfront about your business policies, such as:

• Cancellation and late policies: Outline any fees or notice periods for cancellations or clients arriving late.

• Health & safety measures: Reassure clients by detailing your hygiene protocols – a measure particularly important in a post-pandemic world.

• Actions if a client is early: Do you have a waiting area, or would you prefer clients to wait outside or in their cars? Make sure your preference is clear.

By ensuring your booking process is accessible, clear and personable, you make clients feel at ease. These considerations demonstrate that you care about the client experience and welcome customers from the moment they think about booking, ensuring they can’t wait to return to your business.