The Silent Leak Killing Your New Client Requests

So recently we had a couple new members join us at Modern Stylist Movement, and one of the coolest things that I think that we do in our program is that as soon as you come on with us, we ... I have an onboarding call with you and I figure out exactly what's going on in your business right now, where you'd like to go, and where the disconnect is, and then exactly what you need to do to get to where you're trying to go. And I had somebody come on and say that they've been working their off, they post the sh-, they post content nonstop, like, whatever it may be, and they think they have a great brand, but they're not getting the new client requests they're looking for. So I did a funnel review, uh, which I offer in my membership every month, you have the option to get your funnel reviewed by me, and I saw the content was getting a ton of engagement, but nobody was taking action after they went to the website, right?

And I actually kind of diagnosed that there were two parts of the funnel that were making this happen, and it was definitely the content part of it, the nurture part of it, which we talked about in the previous funnel series episode. But definitely also the decision part of it, which is normally what we refer to as the website, right? So that's what we're gonna get into today. I'm gonna talk to you a little bit about what I normally see when this part is broken and also what I want to see when it's working well.

So what, in terms of a website that converts well, like what do you need to see on a website in order to make sure that it facilitates a decision for the client? So, when you think about the reason that ... Or when you think about the customer journey and, like, what brought them to actually land on your website, right? If ...

It- it ... There's two different types of ways that they can get there. It can be, like, a very streamlined process where they just landed right onto your website, so, like, because, like, Google My Business, right, there's not, there's not, like, a following of content. There's not, like, a, there's not, like, a continuous nurture process.

Or a referral, right? Let's say that somebody recommends you. They're like, "Yeah," and, and your client's like, "Yeah, here's their website." They go right onto the website, right?

Otherwise, you will have a, uh, uh, your higher funnel platform, such as Instagram, Facebook, maybe they follow you for a while and then they go onto your website. You have to think about, like, where are the majority of my ideal clients coming from? Because it kind of does a little bit affect the way that you wanna approach your website. Because I n- I know for a fact, I have a couple students who, when they do their market research with their ideal clients, a lot of their ...

Like, uh, a question that we'll ask is how do you prefer to see this person's work? And we will get people, particular demographics and ideal clients, they will say, "I wanna see it on Instagram." And then we'll get other at- particular demographics who say, "I want to see it on the website," right? So it's super fascinating how, like, at this level, right, sometimes it has to be a little bit more all-encompassing depending on where they're coming from and how they're getting there.

So it really depends on the client. However, overall, what you wanna be doing is you wanna be walking this person through some sort of journey. You wanna be walking them through a journey of, "I know I have this issue, I know I'm looking for an expert, and I am the right expert for you, period." And you wanna delete any objections or myths or last minute hesitations that they have.

So you need to give them all the clarity that they need. They need to believe that it is i- that is the right thing for them, that it's possible for them, and that you are the right person for them. And that's what you need to create with your website. The biggest mistake that we create with our website when, when we're creating our websites that we make is that we make it an informational hub instead of making it a customer journey.

And of course to achieve the clarity that this person needs to trust us to work with us, we need to put information in there, but we can frame the information in a nurturing way, in a sales way, in a marketing way, in a strategic way. So that's what I want us to try to achieve with our websites, is walking this person through wherever they're coming thro- from through an actual journey of, "Okay, I know that I have this issue. I know that this person is, exists, and maybe they're the right fit for me. Can we be absolutely assured that this person's the right fit for me?

How can I make this a no-brainer and walk them through the entire process to actually booking with you?" Wait, so essentially you're wanting to create, like, versus having just, like, like, info, you want this to essentially be, like, the sales page, the sales copy for facilitating the decision to sit in your chair and work with you. Yeah, because you don't have that type of real estate anywhere else. Yeah.

Like, we- like, a website is so powerful because you are in full control of the real estate. You are in full control of the design and what goes where and where the client goes. Like, that is so powerful, you know? And so we wanna, we wanna take advantage of the fact that somebody's in that space and we wanna, we wanna n- Here's ...

I see it all the time, dude. It's like you go on this, you go on a website, it's just like policies, hours, prices, done. Right. Right.

And I'm like, this is terrible. Like, this is awful, you know? Like- Yeah. you just, you just wasted this opportunity.

You just got this person's atten- you got them to get onto your website. Like, that's a big deal. Like, you got ... A lot of people can't get people to their websites.

You got this person to your website and this could be the make or break, because this is where they click the Book Now button, right? Like, this is the place where they decide if they are going to work with you or not. Period, right? So it is the make or break place and we can't just stop in our strategy before they get to the website.

We need to make the website a very crucial ... Treat it as a very crucial and essential part of the funnel, because it is. I love that. Yeah, I've seen that a lot actually when, like, looking for service providers myself, it's, like, the first thing, it, like, leads with policies, like, and we're not there yet, friends.

Like, get it? Maybe, like, somebody- Quick deci- ... really pissed you off one day and you're like, "Every single person needs to see this policy." Girl.

There are other ways we can do it and make sure that everybody sees it. But I promise you, that's not helping you. That's probably doing more harm than good, right? Like, then that pr- that prime real estate, there could be something much better there that's actually making you money, right?

We can handle policies later. So when we talk about websites, thoughts on booking websites as the website. This is something I see linked in a lot of stylist bios. Like, I'm curious on your take here.

So my take is, uh, they're getting better. I'd say like a year or two ago, I'd be like, no. You know what I mean? Right.

I'd say they're getting slightly better. I'd say still not good enough though, okay? Right. The- like, 99% of the time, um, I'm seeing ...

You know, if we're talking about top competitors, right, like Square, Gloss Genius, Vergara, whatever it may be, I still don't see the customization that I wanna see, in which like- Right. if I was going to give you the perfect, which I do in my program, if I was gonna give you the perfect formula for a website format, right, like, you would not be able to accomplish it, right? Um, so, uh, you know, what I love, li- I love the idea of, like, being able to accomplish the booking, like, on the website, right? But I, like, it's awesome that would be all in one place, right?

But the problem is, is that you can't really create that journey as much i- if, if you don't have that control, right? So, um- Yeah. So yeah, i- it's kind of like i- maybe it can work, but the majority of the time, it doesn't. Yeah, I know a lot, like I used to have my booking, like, widget, like, embedded on a website page.

Mm-hmm. But I was curious about, like, y- you know, the SEO portion of things and, like, being able to be found and, like you said, being able to actually facilitate that whole journey. Yeah, and speaking of, like, the widgets and, like, the p- and embedding and stuff like that, you know, again, like I'd li- I'm, I'm glad you brought it up 'cause I was gonna bring it up, and I was like, maybe it's not relevant. I don't recommend it, low key, because, like, of course, like, it would be awesome to have it on there, but like there's just so many errors that may happen, like as far as like loading different screens, like the, the- Huh?

the booking software may update their, their platform and the, the, the UI, right? And so then that may break the way that it's shown in your embed, so I don't recommend- Right. even, like, forms. You know, you guys know I'm a huge digital form person.

Like, I even say, like, don't put the digital form on your site. Like, have it linked to the page. So whether it's gonna be direct to booking site or direct to form, link to a separate page in a new tab instead of, uh, embedding it, because there's a s- a lot of margin for error basically. I love that.

That's interesting. That's good to know. So when it comes to websites then, that's a good kinda segue. What are some of the top mistakes that you see, like when you're auditing websites or when you're looking at, you know, for providers for yourself?

What are some of the biggest things that you're like, stop? You can see that I'm like j- you guys maybe aren't watching the video, but Jody can see me like, uh, like biting at the bit to talk about this. Okay, all my students, like it's kind of like a joke at this point because like we, whenever I'm auditing, uh, reviewing a website, like, I'll see a stock photo and like I'll say like, you guys know what I'm gonna say. And then everybody like laughs.

I hate, hate stock photos. I think my mic probably- Yeah, I agree. cut me off because of how much I just screamed hate, but I- It did. I hate stock photos.

Now, here's the tea. Sometimes they work, okay? Like, I've actually, and honestly I'll even say increasingly so, I've done some reviews recently where I'm like, fine. I'm like, okay.

But like 80% of the time you can tell it's a stock photo, and 50% of the time it doesn't even match your brand. Right. So like, you know, if it matches the brand, okay, and if it looks like it's cohesive, it looks professional, it almost could look like you took it or it is like a period of your company, then I'm like, all right, fine. 80% of the time I'm saying no though, all right?

On the flip side of that. Right. So, like, I'd much rather you have a branding photo shoot of your space and yourself and you be the one who's featured. And you know what?

I'm even going so far as to, I think a br- a professional branding photo shoot's absolutely a worth it investment. We have entire episodes about that. We have a training in Modern Stylist Movement all about that. You guys can go check it out if you're in the Modern Stylist Movement.

Um, I'm gonna go as far as say though, like just use your phone, dude. I, I, I'd much rather you take like an iPhone photo that you can just edit a little bit with a, with all the AI tools out there that you can do nowadays, like you can make a pretty damn good iPhone photo that can look great on your website. As long as it's cohesive, it's strategic and it's branded, like it looks great. Stock photos drive me nuts.

I'm done talking about it though, so I will, I'll, I'll s- go, stop going on my rant. Do you want me to keep going or do you have anything to say? Yep, keep going. More mistakes.

Classic one, you guys have heard it from me, hairdresser language, especially on the service menu, especially if there's no descriptions. Ugh. I hate, I hate when I see an a la carte menu and it's like toner, $35, haircut, $90, uh, balayage, $40, partial foil, $50, full foil, whatever else are ... It, I'm like, nobody knows what this is.

I don't care. I, honestly, I'm gonna, uh, I, I don't, I go okay, cool, keep a la carte, keep the service names the same, fine, all right? Whatever. But at least have descriptions for them.

Be more like, at least, at the very least, right? I can't even tell you, uh, I, in my own personal experience cannot tell you how many-Clients I have got, that came to me, and literally said, "You are more expensive, but your menu was the only one that made sense to me." Literally. Right.

I'm- I'm- Yeah. I cannot tell you how many times I heard that, right? So, it doesn't make sense to clients, dude. You gotta make sure that you are speaking your ideal client's language and BTW, that does change depending on your ideal client and where you live, and what they know, their level of awareness when it comes to the education of all this stuff.

And then just, you know, across the board, the entire website, just so you need to be speaking this person's language and not your own language. Right, right. And are there any other ones that are coming up for you? Yes.

Making it all about you and not about the client. Same goes for the content, you know, the nurturing part of the funnel, as we talked about the la- the- in the last s- funnel series episode. But, uh, here's the caveat to that, is that on the website, we are talking about ourselves a little bit more. Right.

However, I think that there's absolutely ways to do it that still connect with the client versus ways that don't connect with the client. Right. I do believe that w- actually on the website, like posting like our certifications, where we've been featured and seen is actually a great trust builder. When normally I would say like, be cautious of putting that in other places 'cause people don't give a- and it's like precious real estate.

But on the website, I do believe it's powerful. But otherwise, like, how can we take your bio, right? You- what got you here? Why you got here?

How can we make it connect with the reader? How can we make somebody give a- about reading it, and how can we make it so that they're more emotionally connected to you, psychologically connected to you? Right? So, for example, like I could talk about how I became a balayage specialist because I really love doing balayage and it brings me so much joy whenever I can do X, Y, Z, yada, yada, yada, yada, yada, right?

I love the technique. I love getting education about balayage. I love how it looks, right? That's all about me.

Right. I became a low maintenance balayage specialist because I love the joy that I can bring in my clients w- for a long time without them having to come back to see me all the time. I know that I, whenever I experience having to go to the salon, I'm a busy person and I don't feel like doing that. And so as a hairstylist, I love offering that same convenience too.

That's the difference, right? Right. And so we can be authentic. We can share a little bit about ourselves.

We can even really have fun with it too, and showcase our personality. Mm-hmm. But how can we like connect it- Right. back to the client at the end of the day?

And that's always the goal, I think. Would you agree with me? 100%. I, yes.

I think that that's probably the most overlooked thing in general that I see in most people's marketing as a whole, is that it's not enough connected to the person that they serve and why they're there. Yeah. Another thing, this isn't really a pet peeve, it's just kind of like a, a, like a, it's kind of like a, like a general suggestion. Think about the new client journey instead of the existing client journey when it comes to your website.

Like, think, I always say rule of thumb, your- your website is for new clients, period. Right. Your website is for new clients, period. I'm even going as far as to say too, like, I mean, this kinda goes back to, you know, the nurture level, right?

Like, your link in bio. I hate messy link in bios so much. Mm-hmm. Oh my God, they drive me nuts.

The more that there is one call to action, the more you will actually get results with it. For example- 100%. I'm gonna be, I'm gonna give you a behind the scenes example. Whenever I am running a class that I want a lot of people to go to, or I'm running a campaign that I want a lot, I- that's the only link in my bio, I think.

I don't know. Jodi f- Jodi handles it. We- we- Yes, 100%. Okay.

It's the only link, it's the only link in my bio, right? Mm-hmm. Because I know that it will absolutely increase my results because it's decreasing distraction. And also- Yeah.

decreasing confusion. I'll go on some link in bios all the time, and I'm like, "Where is your website?" I- and- and it's like hidden in all these affiliate links. Do you want like a couple pennies from affiliate links that aren't even working for you right now on your social?

Or do you want butts in your chair that are gonna make you hundreds of thousands of dollars? Yeah. Hundreds and thousands of dollars. Exactly.

Yeah. Right? So, what you want more of, it should be the main focus. I normally say like, I don't even wanna see another link in your bio besides your website until you are at a level of business where getting a new client is like taking candy from a baby, okay?

When we're there, we can maybe focus on optimizing your affiliate link sales, and then we can maybe put it as a link in your bio. But things have to be clean- Mm-hmm. and your website has to be obvious to get there. Then, same sentiment goes for your website.

No distractions from the main thing of just getting to the- the next step, right? The next step should be the main goal, right? That's my tea. I love that.

I think that's so important, and one of my pet peeves every time. Whenever I look at Instagram and doing audits for- for like educators and anyone, it's always like, why are- we cannot have 40 links. We cannot have 40 links in your link of bio. It will make you way less money, not more, every time.

And- and you know, as- you know, us reviewing this, like, if we are going on there and I'm having a hard time finding your website, you think a client is not gonna have a hard time finding your website? Exactly, and that's the thing, right? It's like, when you think about your own user behavior, think about the fact that even f- like, you know, as a stylist, like your own user behavior, like look at the way that you book things, look at the way you look at things, and know that you are probably 10 times more educated on how to navigate this stuff than the average consumer. Yep.

And so, like, if it's hard for you, it's gonna be like really, really, really, really, really hard for them. Yep. I think it's a good point. Okay.

So my next question is, how do you diagnose if this part's not working? Ooh, so good, so good, so good. Okay. So, here's my tea, y'all.

Here's my tea.You can track website visitors versus how many new clients am I getting booked? Okay, you can do that. And maybe you can go as far as to say, uh, you know, this has a lot of nuance to it because everybody has a different flow, right?

So, like, let's say that you have a website, a proper website built with Wix, Squarespace, whatever, and then your GlossGenius is linked from there, right? GlossGenius, I do believe, actually does tell you your website views, right? So then you look at your main website views to then your GlossGenius booking page views to then you consider, what's my baseline conversion rate on the going from website to the booking site, right? So you divide how many booking site visitors you had by the amount of main website visitors that you have.

That's your baseline conversion rate. You track it over time, you see if it changes or if it doesn't, right? And then actually, how many people booked. So I had X amount of visitors on my booking sys- on my booking site, right?

How many of them actually booked, right? Now, what I normally teach, which I think gives us a lot more interesting data, is I normally like somebody to have a form that they go to before they get to the booking site. So, what we normally track, if you're doing it the way that I generally suggest, is we'll track website to form. Website to form.

And then we'll look at that conversion rate, and then we'll see what's our form, our form filling out conversion rate. So how many form views did we get and how many people actually filled out the form? And then how many people who filled out the form, aka new client requests, actually turned into your chair? And normally, that really allows us to get so much data that can help us accurately diagnose where the issue is or what can be, what could possibly be a problem, and it just gives us a lot more data.

And then I'm just gonna go as far as to say, like, a lot of the time you can't really... I, I think that it's great that Gloss has those visits. It sometimes it seems a little bit inflated to me though, and also there's no guarantee that if they came from your website or a Google search or the link in your Instagram, if you have it linked or something like that, right? So again, like, the f- I just think that the form is the most accurate way to consistently and predictably look at that data and really diagnose if your website is working to get somebody to want to take the next step Great.

Oh, I love that. And I know you have, like, a super controversial opinion that people go, get real up in arms about and really excited, either, like, in a positive way, like, "I'm implementing this tomorrow," or in a not so positive way whenever we talk about this, which is not publicly, speaking of, like, the links, all the links and all the things, not publicly having your booking link available when you're behind the chair. Is that still something that you stand by? And can you just talk a little bit about why you should link to your website versus directly to your booking link?

A million different reasons, and I'll even go as far as to say not even directly to your form. I see this as well, and I don't like that either. So, like, so, like- Right. Okay.

let's say that we're on the Instagram, right? Let's say that we're at the, at that higher point of the funnel than the website, right? I wanna just go straight to the website. I don't want there to be any other booking sites.

And by the way, this is, like, in my perfect world, right? Like, these are my most successful strategies, like my proven most successful strategies, like my students who have followed these have done very well, right? So, like, you can do it however you wanna do it, 'cause I've also seen people be very successful not doing it this way, and it's fine, right? But this is how I normally like to do it.

Instagram, no links to book at all. No integration with Instagram, no integration with your GlossGenius, with your GMB. They cannot get to your booking site. They go onto your website, and then they go to a form, and then they request an appointment, and then they get the bo- the online booking site link.

Your returning guests, they have the booking link at all times, just not through public platforms. They have it internally, okay? A ton of reasons for this. Number one that no- normally that most people respond to and resonate with is just privacy and safety concerns.

Particularly, the majority of this industry are women, right? I am a queer individual. I used to live in a very rural, conservative part of Pennsylvania in which I had a salon suite with no receptionist stopping somebody up front. Didn't really love anybody knowing when I was working or any random person being able to book an appointment with me.

Speaking of random people booking an appointment with me, what will end up happening is you'll add more admin work to your plate, because now you have to reach out to this rando, ask them who they are, where they found you, are they booked for the right thing or not, right? I have no idea who this person is that just booked an appointment online with me, and number one, is this person, like, a s- like, a sane, safe person, but then also, is this person booked for my ti- for the right time? They end up not responding to you when you text them. You don't know if you should keep the appointment or not.

Will they no show you? Will they last minute cancel? Then you end up losing money and spending a lot of admin time and stress figuring it out, right? Right.

Alluding to what we were just talking about prior, as far as data goes, you having somebody go through one funnel process allows us to get really smart and strategic with our data tracking and making smart decisions in the future and diagnosing where things are not working or where things can work more, right? So when we have everybody go through the form first, then we have really clean data throughout the entire customer journey. And then when you come to me, I'll tell you exactly what's not working, right, very quickly. Then, if we have a point of leverage before they get to the booking site, as far a- a- a- a- a- for example, a form, a new client digital consultation form, we make sure every single client every single time goes through that digital consultation form, we can set up automated processes that make your job......

onboarding this person, getting them booked for the right thing without you having to do any work a lot easier, which can then can even trigger other automations that make their client experience even better. And I'm going to go as far as to say that having a digital consultation form also reduces your needs for a bunch of DMs back and forth. Not that DMs aren't a viable strategy. I absolutely think they are, especially for when we're talking, like, high ticket stuff.

But the form can really mitigate, like, a lot of that and can make your client feel more heard and seen because you're giving them the opportunity to actually share that information with you, also in a very organized and guided way, right? Versus, like, going back and forth, like, it's so all over the place and then you need to get all the information that you needed and it takes a long time going back and forth. Like, just give them one place where they can give you all this information in a very strategic and easy, step-by-step way. So that's why I say don't give these people your online booking link.

Just have them go through a request form first, because you can do so much with it and it- you can leverage it so much for all the reasons that I just said, and then some. I love this. And I just wanna add that, 'cause I'm sure there's at least someone listening thinking, "But my clients don't wanna fill out digital forms," and I know that, Hunter, you've done a ton of research on this. You've surveyed people and isn't it something like 96% of people were like, "I'll absolutely fill out an online form, and that's fine"?

Yes. 95% of people are willing to fill out a digital consultation form if that will allow them to get a quote and they'll be booked for the right amount of time because of filling out the form. So, absolutely yes. I love that.

Also, that also very much includes all demographics, including age 54 or more as well, too. Right. And my answer to this is w- my clients don't feel like filling out a form. Why?

Because one of your clients said so? Like, okay, you're taking that one person's experience and you're making it your entire narrative, number one. Number two, do you want a client? If they're gonna be annoying about filling out this form now, how do you think it's gonna be working with them in the future, especially as you scale and as you need to start automating and delegating in the future, right?

How do you think that they're gonna be- 100%. as a client in the future? And, like, you're not able to serve this person well if they're not willing to go through your processes. So, like, it's also, like, are you able to actually get back to this person, set them up with a great appointment, g- show up with your biggest and best energy as far as customer service goes, right?

Like, you need to be able to make an impact on your clients and if they are u- unable to go through these systems, then you're not able to serve them well. Right? Last but not least- Love that. y- y- you do have to take responsibility for how you set up these processes, right?

Mm-hmm. Like, you can't blame the process. How about you blame how you set up the process, right? Yeah.

Like, we oftentimes will say, "X does not work for us," instead of, "Making X work for us." Right? So- Right. like, there is absolutely dos and don'ts about a digital consultation form or any digital forms in general that I teach in my program.

It's, like, one of, like, the very first things that we go through. Because I want you to know how you can make this work for you, because absolutely if you do it well, it can be a very enjoyable customer experience. Same sentiment goes for online booking, right? "Quote, unquote" online booking doesn't work for me."

No. You just haven't made it work for you or your clients, right? So it's not about the actual concept. It's about, how are we making the concept work for us?

And there's 100% proven ways to make it all work for us. You know, and I would argue, too, that, like, online booking working, I think it's not a case of if but when for your clients, because the second they start... Like, for example, I, there's a couple different places I go to all the time and there's two places that I can't book online. And now that I've had a super seamless, like, easy to go through booking experience with other places, like, it genuinely annoys me so much every time.

And the only reason I keep going back is 'cause I always get gift cards to this one place. So like- Right. And so- Honestly, that is the only reason. Right.

And, like, you know, great point that you bring up. It's like, "The only reason I go back is X," right? And it's only because- Mm-hmm. there's this one other thing that is, there's, there's one little thing that's holding you on and then there's one other thing- Yeah.

if they changed that one thing, it wouldn't ch- they- you wouldn't just need that one thing that's keeping you, right? You would actually stay for the entire experience. No, uh- Absolutely, 'cause they do a great job. Like, I like going there.

I love the rest of the experience. But booking is so... 'Cause it's like you have to, like, pull up your calendar or they have to be on the call, and it's like five years ago that was not an issue for me. I would not have even thought twice about calling to book.

And so I think it's just kinda, like, one of those things to keep in mind, that your customer will evolve and these types of systems and, and that ease of process, I think, is just getting more and more important. 2023, 71% of clients prefer to book online versus calling on the phone or doing it in person, and 90% of those respondents- Mm-hmm. were 54 plus. Wow.

So that's 2023, BTW, and we're in 2026. Mm-hmm. And I can guarantee you that percentage has skyrocketed since then, because that's just the way of the world now, right? So people just, people prefer- Make it even.

to do business with you online and they will also understand, especially if they're a new client, that there are, there is information that you need in order for them to take the next step. And this way, with a form, they don't have to wait for your response. They can just give you this information as quickly as possible and then you're able to respond to them much faster than if you were going back and forth with them in the DMs trying to figure out what they need to be booked for. We're living in a different day and age.

15 years ago, it was, "Hey, girl, I just need a partial foil and a haircut." No. Now- Yeah. it's, "I need a toner, balayage, root melt, smudge, the tip outs, I need a wolf cut."

I don't know all the terms that these people are saying nowadays but complicated. Okay? Yeah. So we need, sometimes we need to-...

make it so our process makes those complications as streamlined as possible. 100%. I love that. Is there anything else you wanna add in terms of the conversion piece of the hairstylist funnel or websites?

The only thing that I'm gonna say, and we talk about this a lot in Chief Marketing Hairstylist, is objections. So, normally at the decision- Mm-hmm. ma- making part of the funnel, when somebody gets to a website, I really like to delete objections. So to explain objections the best way I possibly can.

"I have this problem or desire. I trust you and your services very much so. I think that you're the right fit for me. I wanna book an appointment with you, but..."

Whatever the but is, is an objection, okay? A lot of the time, especially for hairstylists, especially for specialized hairstylists, and again, this is why having a specialty is so powerful, because you can predict the specific things, and you can specifically address them, where if you were a generalist, there would just be a mess, right? You wouldn't be able to do this. Let's say that you are an extension specialist, ex- specially exp- extensions.

You have to fight so many objections, and you don't even think about it or realize it. The client is thinking in their head all these misconceptions about extensions in their own head. "I have fine hair already. Extensions are gonna damage my fine hair.

My fine hair is never gonna be able to hide the tracks." Right? "What, uh, this type of method won't work for me because of X," right? "Extensions are high maintenance."

These are all objections, although they trust you. Like, if they were gonna get extensions, they would absolutely book an appointment with you. But because they have this objection to working with you, this misconception, this misbelief in themselves, and th- this working for them, right? And then, of course, there could be objections about you as well too.

Right? Maybe an objection that I would have to handle is, "I'm a man. I don't understand XY hair." Right?

Or maybe the demographic- Right. hey, that you are prima- primarily working with, you don't match that demographic, right? How, why should somebody trust you? Right?

That could be an objection as well. So, you need to, again, with your research and educated guesses, because you have an ideal client, so you're able to make smart, educated guesses, predict what this person's gonna be thinking that is actually holding them back from clicking the Book Now button, and then address those in your website with FAQs, sliding it into certain placements and places. And, of course, we can also put that in our content as well, but where it really matters is that last step on the website. That's all I have to say, Jodi Brown.

That was so good. I feel like this has definitely been, like, a master class in, like, not only websites, but just the art of, like, helping people facilitate decisions and selling and getting people into your chair. So, love this, and I'm so excited to dive into the next part of the funnel, which I think a lot of people don't think about next episode, which is about marketing to your existing clients and how you can actually utilize, like, part of your marketing funnel to increase your retention. Period.

Let's do it. Thank you so much for tuning into Modern Hairstyles podcast, my friend. Let, uh, let's, let's, let's get these people to decide to work with you. Let's get these people to actually click the Book Now button.

Listen back to this episode, audit your own website, take some notes, join my program, let me tell you what's going on, and then, m- and then take some action. Thank you for tuning in. Peace out, girl scout. Bye-bye.

End of transcript. © 2025 Hunter Donia LLC.