MENU
SEARCHSocial media expert Kelly Ehlers, founder of Evoke Brank Strategies, explains why having a digital presence is a marketing must for a salon in today's society.
Kelly Ehlers
There’s no doubt that mobile is the wave of the future. “It’s the fastest-growing online space—millions are using smartphones to browse the web and connect with brands, including salons, on the go,” says Kelly Ehlers, the founder of the social media consulting firm Evoke Brand Strategies and the online social media training program StyleSeat.me. “Let’s face it, most of us roll over in the morning, shut off the alarm, grab the phone and start looking for news and information.”
And if a potential client happens to be seeking a new salon and you don’t have a mobile website that’s been optimized for mobile browsing, you might as well not exist. What’s a mobile website? Think of it as a mobile version of you current desktop site. When customers Google you on their site, they’ll access the ‘mobile’ version of your site.
“But for salons who built their sites in Flash, which was all the rage years ago, their sites aren’t even viewable on mobile,” says Ehlers. “So it’s important to partner with a company that has developed a mobile website platform. It’s as easy as combing your existing site and reformatting it for mobile, can be very cost effective and can be done in a few days without a web designer.”
When designing a mobile site, think about providing all the information a user would be searching for, such as directions, hours, and your phone number. “Speaking of phone numbers, a beneficial feature is the integration of phone number where the user simply has to tap the number to call directly,” says Ehlers. “For example, we just worked with the TONI & GUY Academies site and designed it so each location has direct email contact so potential students can search their local academy and email admissions to set a tour date.”
But the must-have design element on the mobile site, according to Ehlers, is easy linkage to all the salon’s social platforms. “Since client are already coming on your site searching for information, why not capitalize on the opportunity to extend the conversations. For example, if the user can quickly hit the Fackbook icon or link, then they can easily connect with you on a daily basis.”
Other mobile website capabilities include: mobile booking, mobile shopping, mobile-friendly text reminders, contact or request forms, ability to drive consumers to sites for sign up/sampling programs, mobile coupons/promotions.
Do I Need a Salon App?
So, it’s clear salons need to establish mobile versions of their website, but what about a mobile app? Isn’t that the same thing? No, although they can look very similar, says Ehlers.
“A mobile website is just that—a link to a site that is designed specifically for a smartphone or device, and they can be designed with a ‘bookmark’ feature that can be downloaded onto a smartphone, so that’s why they can be mistaken for an app,” says Ehlers. “An app on the other hand, is downloaded and installed on your device—it’s not shown through a web browser, and they much be accessed through sites like they Apple App Store or Android Market. Apps then can be accessed without an internet connection.”
Apps, on the other hand, are primarily used for interactivity—think gaming, personalizing details, calculating, reporting. “Personally, I can think of very few scenarios from a salon owner standpoint that would ever make sense to spend the significant time and money needed to create their own app.”
At Salon Blonde, Director of Operations treats the staff as the salon's most important guests, while her wonderful 'nerdy' side, loves data, systems, and numbers. Find out how she makes Salon Blonde tick.
In an exclusive interview with SALON TODAY, Salon Owner Salvatore Minardi reflects on his past 18 months as Intercoiffure America Canada's World Talent Exchange Ambassador and how his experiences will help encourage cultural and artistic exchange and support greater engagement between ICA and the global organization Intercoiffure Mondial.
Everything you need to know about client retention as a salon owner.
Owner Shelby Bills says her general manager, Sydney Osborne, reminds her of the power of leading with heart. Find out how Osborne became a great leader in our lastest installment of Meet the Manager.
In her latest blog, Kati Whitledge identifies the five stages salon owners go through when a team member leaves the salon unethically, offering advice for each stage.
The beauty and wellness businesses pulling ahead aren’t just working harder—they’re using AI to capture demand, personalize pricing, and convert more of every guest interaction into revenue. Here’s what the benchmark data reveals about the growing gap between AI adopters and everyone else.
Sponsored by Zenoti
Stop chasing recruitment ghosts on generic job boards and start curating an elite team. Discover the framework that top-tier salons use to bypass phone tag, automate visual portfolio vetting, and attract high-earning, culture-first beauty professionals directly through real-time messaging. Turn your recruitment process into an exclusive brand invitation that keeps your highest-ticket chairs permanently filled.
Sponsored by Beautista
Your calendar looks full, but is all of that demand actually converting to revenue? From phantom rebookings to underpriced peak hours, the 2026 Benchmark Report exposes five revenue leaks that most beauty and wellness businesses don’t even know they have.
Sponsored by Zenoti
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
In a world dominated by e-commerce, salon owners push back with proven strategies to increase retail sales while motivating team members to educate their clientele and delighting clients with retail-themed events and clever merchandising displays.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
