Fifty-four percent of consumers use the internet to search for local businesses, like aesthetic practices and spas, at least once every month, according to BrightLocal. To convince them to schedule appointments at their business, professionals need a positive, widespread online reputation.
Online reputation is made up of all the things people see about a business on the web. This includes items professionals control, such as their website, blog, social media profiles, and business listings, and items they do not control, such as customer reviews and news stories.
Much like treating skin imperfections, ensuring a business’ online reputation is the best it can be takes careful thought and technique. Here are four proven ways to build a business’ online reputation and attract new customers.

CLAIM IMPORTANT BUSINESS DIRECTORY LISTINGS
There are a number of business directory websites people use to find aesthetic practices and spas. Unclaimed directory listings are frustrating for prospective clients because they do not have the information they need to decide whether to book appointments. Worse, some directory websites allow anyone to make changes, which means a spa’s listings could have inaccurate information.
Claiming listings on important business directory websites adds to the number of resources people can use to find and contact the spa. Enhancing listings with high-quality images of the exterior and interior of the business, as well as correct contact details and information about services, will inspire confidence in more prospective clients and increase online visibility overall.

UPDATE THE SPA’S WEBSITE
A website is a business’ digital space. Like a physical business space, professionals want people to be able to find their digital space, want it to look good, and want visitors to feel satisfied they have gotten what they needed. If a website is not checking all of those boxes, it is time for a refresh.
Quality spa websites feature a streamlined, scrolling design with lots of photos and clear calls-to-action, such as “request appointment.” They also have plenty of helpful information about the services a business offers and positive reviews and testimonials from current clients.

PUBLISH A BLOG AND OTHER CONTENT
Not that long ago, businesses had to buy advertising or appeal to local press to grow their reputations in their communities. Now, businesses can publish their own original content on a blog and social media – and reach significantly more people than a bench ad or print newspaper ever could.
Producing unique content not only helps build a business’ online reputation, it also helps establish it as a trustworthy source for skin care information. Prospective clients will recognize a heightened level of expertise and seek out that business specifically.

ASK CLIENTS FOR ONLINE REVIEWS
Studies have shown that 85 percent of customers trust reviews as much as a personal recommendation. Furthermore, review signals – like quantity and velocity – have an effect on a business’ search engine ranking, according to Google. For businesses, the takeaway is clear: get more good online reviews.
Do not be afraid to actively seek feedback from clients on their experience. The best time to do so is at the end of an appointment, or shortly thereafter, in a follow-up email or text message. If they are satisfied with their care, request they leave a review on the online review website of their choice.
Increasing reviews is just one piece of the online reputation puzzle; it is also essential to set aside time to respond to reviews. Thank the clients who were willing to share their positive experience with a quick reply. If a negative review appears, act on it. Respond promptly, apologize without admitting fault, and encourage the reviewer to contact the spa offline to reach a resolution.
Focusing on online reputation is necessary in today’s competitive business climate. A positive, far-reaching reputation helps a business get found more often online and helps convince prospective clients the spa is the right choice for them. Following these tips, any business will be on its way to outpacing its competition.