Homepage headline examples for estheticians
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
Ten of them follow, written for estheticians rather than filled in from a template. Your customer is someone who has had a bad reaction before and is nervous about trying again, and what they are weighing up before they get in touch is a bad reaction, and being upsold a course of treatments they did not need.
Service plus place
Facials in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
I patch-test before anything active
Use this when the whole market has a trust problem.
Speaks to the customer
For someone who has had a bad reaction before and is nervous about trying again
Use this where naming who it is for filters better than naming what it is.
Credential-led
Estheticians in [your town] — licensed and certified
Use this where the licence is the first thing people look for.
The question they typed
Need an esthetician in [your town]?
Use this to mirror the search that brought them here.
The standard
Saying no to a treatment that would damage someone’s skin
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Estheticians who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just facials. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Book a consultation — a skin consultation before any treatment is booked
Use this where the headline sits right on top of the button.
Writing for estheticians: what actually matters
What should an esthetician’s website say that a generic one does not?
Three things, in this order. That you are licensed and certified. That you understand the thing people are actually worried about, which for estheticians is a bad reaction, and being upsold a course of treatments they did not need. And what happens next: a skin consultation before any treatment is booked. Everything else on the page is decoration by comparison.
What does someone who has had a bad reaction before and is nervous about trying again check first?
The credential, then the proof. For estheticians it sounds like this. I patch-test before anything active. I tell you when a treatment is wrong for your skin. I name the products and actives I use. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on an esthetician’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a skin consultation before any treatment is booked" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining a bad reaction, and being upsold a course of treatments they did not need — there, specifics earn their length.
Everything else for estheticians
Homepage headline for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer