Website copy examples for estheticians
Nine pages, ten examples each. All of it written from the same short record: your customer is someone who has had a bad reaction before and is nervous about trying again, the credential they check is licensed esthetician, and what they are quietly worried about is a bad reaction, and being upsold a course of treatments they did not need.
- About us An About page has to answer one question fast: why you rather than the other three quotes. These are ten different answers to it. Ten →
- Bio A bio is read by someone deciding whether to trust a person, not a company. Length and person matter more than polish. Ten →
- Tagline A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one. Ten →
- Services page A services section has two jobs: help the right person recognise their problem, and stop the wrong enquiry before it reaches you. Ten →
- Homepage headline 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 →
- Call to action Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb. Ten →
- Elevator pitch An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up. Ten →
- About me An About me page is read by someone judging a person rather than a company, which is why it is first person even when the business is not. Ten →
- FAQ page An FAQ page is where the objections go that the rest of the site is too polished to name. Answer the money question first or the visitor leaves to find it. Ten →
Writing for estheticians
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.