The empty chair problem

Picture this: it’s a Saturday afternoon, and three chairs in your salon are empty. You’ve got a skilled team, quality products, and beautiful interiors, but clients just aren’t walking in as often as you’d like.

This is the reality for many salon owners. Between managing staff, inventory, and customer service, finding the time to market your salon and keep clients loyal feels overwhelming. The good news? With the right strategies, you can fill those empty chairs and keep them full.

In this guide, we’ll dive into practical, real-world ways to:

• Attract new salon clients consistently
  
  
• Increase repeat bookings
  
  
• Build loyalty that turns first-timers into lifelong customers.
  

Let’s break it down with simple, real-world strategies that actually work for salons like yours.

1. Define your ideal client

Not everyone is your client. 

If your salon is in a corporate area, you might focus on express services during lunch breaks. If it’s in a residential neighborhood, promotions for family packages may work better.

• Ask: Who is my dream customer? A bride-to-be? A busy professional who books monthly blowouts? A student on a budget?
  
  
• Look at your best existing clients. What do they have in common? Age, lifestyle, preferences?
  
  
• Tailor your messaging accordingly. For example:
  
  
  • “Express lunch-hour styling” for professionals
    
    
  • “Student Tuesdays: 20% off” for young clients
    
    
  • “Luxury weekend packages” for couples or bridal groups

When you speak directly to the right audience, marketing stops feeling like guesswork.

2. Make Google work for you (Local SEO)

When someone types “salon near me,” does your business pop up? If not, you’re losing clients.

Here’s what to do:

• Claim and optimize your Google Business Profile.
  
  
• Add photos of your salon, team, and services.
  
  
• Ask happy clients to leave reviews.
  
  
• Keep your contact details updated.
  
  

For even better visibility, you can use a discovery agent that helps ensure your salon shows up where potential clients are actively searching. This way, people searching online can actually find and trust you.

3. Referrals: Turn happy clients into ambassadors

Word of mouth is still the #1 way salons grow. Encourage your loyal clients to spread the word.

Try a “Refer a Friend” program: Give both the existing client and the new client a discount or a small freebie.

People love feeling appreciated, and you get double the business.

4. Social media that shows personality

Don’t just post pictures of hairstyles; show your salon’s personality.

• Behind-the-scenes clips of your stylists at work.
  
  
• Quick tutorials on everyday hair care.
  
  
• Transformation before-and-after photos.
  
  

Clients love authentic, fun, and helpful content. It builds trust even before they walk in.

5. Offer introductory packages

For new clients, taking the first step can feel risky. Make it easier by creating first-time offers.

Example: “First-time clients get 20% off any haircut” or “Book a facial and get a free consultation.”

This lowers the barrier and gives you a chance to impress them so they come back.

6. Make booking easy (Online and Mobile)

Nobody wants to call three times just to book an appointment. Use an online booking system that’s:

• Mobile-friendly
  
  
• Simple to use
  
  
• Available 24/7
  

The easier you make it, the more likely clients will book on impulse.

7. Partner with local businesses

Team up with nearby cafes, gyms, spas, or clothing boutiques. Cross-promotions expose your salon to a whole new audience.

You could try something like: “Get 10% off your coffee at the café next door when you show your salon receipt.”

It’s a win-win for both businesses and makes your salon part of the community.

8. Loyalty programs that keep clients coming back

Keeping a client is less expensive than getting a new one. Create a loyalty program where clients earn points or rewards for repeat visits.

For instance, after 5 haircuts, the 6th is free.

Small perks encourage clients to stick with you rather than try another salon.

9. Showcase reviews and testimonials

Social proof matters. Highlight glowing client reviews on:

• Your website
  
  
• Social media
  
  
• In-salon posters
  

When new clients see real people raving about you, they’ll feel more confident booking.

10. Host salon events

Open houses, “pamper evenings,” or styling workshops are great ways to bring people in.

You can host a “Bridal Hair Demo Night” where brides-to-be can see your work and book packages.

Events create buzz and let potential clients experience your salon in a low-pressure way.

11. Stay in touch with email & WhatsApp

Don’t let clients forget about you. Send regular updates about:

• Special offers
  
  
• Seasonal tips
  
  
• New services
  

Keep messages short and friendly, and make sure they provide value (not just sales pitches).

12. Build a salon website that converts

A professional, mobile-friendly website builds trust. It should include:

• Clear service list with prices
  
  
• Online booking button
  
  
• Photos of your salon and team
  
  
• Testimonials
  

Think of your website as your “digital front desk.”

13. Automate the Repetitive Work

Most salon owners already wear too many hats, such as managing staff, handling bookings, ordering supplies, and keeping clients happy. Adding “social media manager,” “marketer,” and “loyalty program coordinator” to the list quickly becomes overwhelming.

The solution: Automation.

Modern tools powered by AI can now handle:

• Social media management: Creating, scheduling, and even optimizing posts so your brand stays active online without daily effort.
  
  
• Client retention: Sending personalized follow-ups, appointment reminders, and birthday greetings automatically.
  
  
• Discovery optimization: Making sure your salon shows up when potential clients search “salon near me.”
  
  
• Loyalty programs: Running point systems, referral rewards, and VIP perks are tracked and managed without manual effort.
  

The biggest benefit? You can focus on doing what you love, i.e, serving clients, while automation runs your marketing and retention systems in the background. Instead of scrambling to remember follow-ups or manually posting at midnight, your salon growth happens consistently and predictably.

14. Personalization = Retention

The pain point: Clients feel like just another appointment when nothing about their experience is personalized.

The solution: Pay attention to details:

• Keep notes on client preferences (“she loves chocolate brown highlights” or “he prefers beard trims every 3 weeks”).
  
  
• Send birthday offers or holiday greetings.
  
  
• Suggest products or treatments tailored to their lifestyle.
  

Clients remember when you remember them. It’s that simple.

15. Never Stop Learning

The salon industry keeps evolving: new styles, new treatments, new trends. Stay updated by:

• Attending workshops
  
  
• Following industry leaders
  
  
• Training your team
  

When clients see you’re always improving, they’ll trust you to keep them looking their best.

Filling the empty chair

Attracting more salon clients isn’t about gimmicks; it’s about creating real connections, being visible, and making every client feel valued.

Start small: pick two or three strategies from this list and put them into action. With consistency, you’ll notice those empty chairs filling up and staying full.

And if you want to save time while growing smarter, consider how tools like Zoca can help automate your marketing and client engagement.

Because the truth is, the best way to get more salon clients isn’t just finding them; it’s keeping them coming back.