Dayspa

JAN 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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78 DAYSPA | JANUARY 2016 PLUGGED IN Upwardly Mobile The results are in: Mobile-friendly websites attract a lot more business. Here's how to make sure your spa is keeping up. By Linda Kossoff "Having a website with a mobile-ready format isn't simply a trend; it's a customer service necessity," asserts Connie Holen, owner of Connie Holen Design (connie holen.com), whose company provides brand identity and website services for small businesses. "According to Google's Mobile Playbook (themobileplaybook.com), mobile search activity has grown by fi ve times in the past two years alone. More and more customers expect to accomplish things on the internet," she adds. In fact, this tsunami of tablet and smartphone searches recently prompted the search engine giant to change its equation to heavily favor mobile-friendly sites. This means that, in any online Google search, mobile- friendly sites show up at the top of the results. And this matters because, according to AdWeek's Social Times (adweek.com/socialtimes), "83% of searches end with the user clicking on one of the top four results." People are increasingly turning to their mobile devices for everything from information seeking to appointment making, and for obvious reasons. It's quick, effi cient and available 24/7. (Online schedul- ing software makers MindBody reports that 46% of consumers book their service appointments after hours and 83% of them use a mobile device to do so.) "But," you might say, "spas are touchy-feely businesses. Are clients really expecting us to be mobile-friendly too?" Deanna Z. Maslamani, owner and spa director of The Green Tree Spa in Douglasville, Georgia, suspected that her clients were, so she went mobile. And she isn't sorry. "Roughly 40% of the views on our web page are mobile users," Maslamani reports. "We've found that showcasing specials, issuing notices of closures due to inclement weather, selling gift cards and allowing guests to book their own appointments online greatly reduces our administrative duties. Thanks to the site's intuitive interface, we have seen an increase in customers." If your spa's website has everything going for it but mobile-readiness, it's absolutely time to take that addi- tional step. The good news is, it won't require a total re- design. If you don't happen to know a specialist in this arena, a simple online search will yield a list of companies that can help you—and for reasonable fees when you consider the business-boosting benefi ts of mobilizing. THE MOBILE NEIGHBORHOOD According to online publication Small Business Trends (smallbiztrends.com), one in three mobile searches has "local intent," so once your site is ready to go, there's a strong chance that whoever looks for you is in the neigh- borhood (read: a potential client). But once they hit on your mobile-friendly site, you want them to settle in and get comfortable, and that's where good design comes © GETTY IMAGES

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