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PLUGGED IN 64 DAYSPA | FEBRUARY 2016 Digital Curb Appeal There are a multitude of reasons why your website might cry out for a makeover this year. By Connie Holen If you've ever bought or sold property, you're famil- iar with the concept of curb appeal. It's what moti- vated you to carefully consider the landscaping and signage for your spa's location, and the same con- cept that encouraged you to thoughtfully design your entryway so that your space invites customers to re- lax into their spa experience before their treatment even begins. Although brick-and-mortar curb appeal is still ex- tremely important, especially within a spa, times have changed. Today, it's highly likely that the fi rst interaction your clients have with your spa is not physical, but digital. Before they even reach your front door, they'll have clicked on your website. Does it welcome these digital window shoppers with the same inviting appeal demonstrated by your front desk staff? If your answer is no, it's time to give your website a makeover. ESTABLISHING EXPECTATIONS Customers are not only paying for the benefi ts of your spa's massages and skin care, they're paying for the complete experience your business provides. Your website should refl ect the same carefully craft- ed ambiance of your relaxation haven. Is your spa a welcoming, modern retreat, but your website stuffy and old-fashioned? Do you use cutting-edge technol- ogy in your medispa but offer a dated-looking web- site? Think about what your online presence is saying about your business and see if it matches the in-per- son experience you strive to provide. Take, for example, the Chicago-based Allyu Spa's website (allyuspa.com, shown below). One look at the home page and clients instantly know what to expect when they walk through its doors. "Our website is integral to our business and we worked diligently to convey our brand online," says owner Tamara Wills. © GETTY IMAGES (TOP)