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Eleven tips your beauty business can learn from Google Digital Garage

November 18, 2016

LAUNCHING a new website for your beauty business, or want to improve your current online presence? Then here are 11 fabulous tips we picked up following our visit to the Google Digital Garage.

screen-shot-2016-11-15-at-22-57-55Google told us that 88% of small businesses are not taking advantage of the growth of the web. The search engine giant recommends having a colourful website that’s easy to use, has great content, encourages visitors to engage with you and makes it easy for people to contact you.

Case study – Look Fabulous Forever Make-up
Google’s specialist highlighted an example from Look Fabulous Forever, a UK make-up brand that specialises in ‘make-up for the older face’. screen-shot-2016-11-16-at-01-12-37Founded by Tricia Cusden, Look Fabulous Forever saw a phenomenal growth in business when Tricia started following Google’s golden rules.

Tricia’s website also received 17,000 visits in the first year. Look Fabulous Forever’s website has several tools such as ‘how to’ video tutorials, beauty tips, a pop-up box when you first visit the site. The site encourages you to put your email in the pop-up box to receive a free guide to make-up for older ladies. It’s now being used by the likes of the brilliant actress Dame Judi Dench! So here are Google’s 11 top tips:

1. Create a great looking website
The UK is now the global No1 for buying online with 77% of us buying online at least once a month. Google’s advice if you’re starting a website is to:

  • Build a colourful website and make it shine across all devices
  • Tell your story through content
  • Manage your presence on Google and improve your visibility

2. Give people the functionality to buy from you
Google says small businesses with a strong web presence experience two times more growth than those with minimal or no web presence. So if you’re selling beauty products or services online then make the shopping experience simple.

Screen Shot 2016-11-16 at 01.03.40.png3. Make it easy for customers to contact you
Google says 53% of small businesses and charities have a website. However, only 22% out of this figure provide basic information. Embedding a contact form is one of the most important things you can improve your website.

4. Google’s tips on building a new website

  • First identify its purpose or goal
  • Keep content simple and easy to digest –
    • use bullet points
    • break up paragraphs
    • use images as they are sometimes better at telling your story
  • Put strong calls to action eg buy now, subscribe here, download this
  • Make sure your site loads quickly
  • Make mobile a priority – for a free test to see if your site is mobile friendly visit: co/mobilefriendly
  • Encourage visitors to sign up to your newsletter
  • Create downloadable guides as a way to capture emails

5. Google gave these tips for a mobile-friendly site

  • Include prominent calls to action
  • Keep menus short
  • Clear navigation links
  • Streamline form fills
  • Don’t make users ‘pinch and zoom’ the screen
  • Don’t put links too close to each other, space them out

6. Expand your shop
If you’re selling online you can also put your products on retailer sites like Amazon, Etsy, Ebay and Notonthehighstreet

7. Define your audience

  • Where are they?
  • What do they do?
  • Who do they follow?

8. Messages to your audiences
You need different messages on Facebook and Twitter – one size doesn’t fit all.
screen-shot-2016-11-18-at-14-24-40eg. Snapchat has a younger audience.
Don’t shamelessly sell!

9. Getting followers
If you’re looking to grow your Twitter followers then do keyword searches and look for similar accounts to follow from this list of helpful tools:
Twitter search & lists
Google search
Blog search and lists
Recommended subscribers on YouTube

10. Three tips to write content

  • Keep it relevant and talk about your business
  • Be clear and consistent
  • Show personality – Be human, engage with your audience and have fun

11. Video

  • Be a thought leader – videos that are educational offer genuine value to users. There’s no need to sell and tell your audience it’s part of a series to encourage them to watch morescreen-shot-2016-11-16-at-01-04-19
  • Create shareable content to evoke a strong emotional response
  • Identify potential collaborators. Research popular YouTube creators who share your target audience
  • For inspiration research Facebook Live videos

For more information

  • Google – YouTube’s creator academy is an ongoing series of videos.
  • Make sure you fill in Google My Business help your website be found – when people search for you they’ll see a knowledge card for your business on the top right of their Google page with your opening hours, telephone no etc.

Hope you found these tips as useful as we did – good luck!


Don’t forget your Beauty Training Harrow vouchers for Christmas!

This blog was brought to you by Beauty Training Harrow.
Call for more information on our NVQ beauty courses or salon treatments on 020 8206 2930.
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