Quick hello from Faith!
Hey estie! I just crossed the seven-year mark of being licensed, which still feels wild. I remember holding that little sheet of paper after the exam, thinking I had it all figured out. I was 100% confident in skincare and running a skincare business… Until I started my first job, just two weeks before beginning my master’s degree, and realized I actually knew… nothing.
So whether you just graduated beauty school or you’re a few months into running your own esthetician business, I know the phase you’re in. You’re Googling things like:
- “Best tools for esthetician marketing”
- “How to get clients as a new esthetician”
- “What do I need to start my beauty business?”
You’re not alone! We’ve all been there because we have all been beginners. You’re brave enough to start something new, and that means you’re brave enough to succeed at it, too. That being said, it’s so anxiety-inducing to be in the trenches of Google and be met with a long list of things that feel expensive, advanced, or straight-up overwhelming.
Booking software, branding kits, SEO platforms, CRM systems, email funnels… where are you even supposed to start?
Let’s take a deep breath.
This blog cuts through the chaos and tells you what actually matters to get seen, trusted, and booked as a solo esthetician, straight from someone who’s been behind the chair and now helps esties build marketing funnels that work.
One thing I’ve learned? You don’t need to be techy. You don’t need to spend thousands. You just need the right foundational tools to show up professionally, stay organized, and grow sustainably.
Let’s break it down.
What Marketing Actually Does (And Why You Need It)
Marketing isn’t just social media and business cards. It’s the systems that help you:
- Get seen by new clients
- Build trust with those clients
- Make it easy to book with you
- Stay in touch so they come back
When you’re first starting out, your business is powered by how visible, trustworthy, and organized you are. Marketing helps with that, if you show up intentionally.
You don’t need 30 different platforms. You need a handful of smart, starter-friendly tools that work behind the scenes so your business looks and runs like the real deal.
The Must-Have Tools for Solo Estheticians
Here’s what you actually need to set your business up for success:
1. A Website That Actually Works
In case you were wondering, a website is not optional.
It’s where people go when they’re curious, ready to book, or want to check if you’re legit.
Let’s be honest: most estheticians don’t get a ton of bookings from social media unless they have killer client results and a huge amount of reach. Typically, you need something that brings potential clients to you. This is where a website steps in to do the heavy lifting.
Why it matters:
- If your business shows up on Google locally, you will get a ton of warm leads who are ready to book.
- A good website acts as a 24/7 booking assistant and can get you bookings in your sleep
- Looking legit online will give potential clients the confidence that you’re a real business
- A website helps you stand out from the Instagram-only crowd and gets you booked faster than Instagram alone, especially when starting out
What it needs:
- A crystal clear services list and a booking button for each of those services
- Your name, location, specialty (if you have one), and contact info
- A mobile-friendly layout; this is so important because the majority of websites are looked at on a phone.
- A streamlined or embedded booking flow, being easy to book builds trust in your business
- Any testimonials or client photos you have, you can even use a few you have from school if you have permission. Social proof (aka before and afters) will always seal the deal
My favorite platform: Showit
- The Canva of website designing with a drag-and-drop editor (no code) for easy updates
- Showit is SEO-friendly without being overwhelming. You can start showing up on the first page of Google with just a tiny bit of effort!
- The platform is able to grow with you and your business. Need a new page or a total rebrand? You can make changes as you need without a developer.
💡 Pro Tip: If your website doesn’t work, people will assume your services won’t either. If you’re not sure where to start, check out GlamTech Templates, designed for estheticians who want to look legit without hiring a web developer.
2. A Good Booking & Scheduling Software
If your current system involves DMs, paper forms, or random text confirmations, stop.
Stop before you scale your business and have to deal with this on a daily basis, and severely burn yourself out. Here’s the harsh reality: taking bookings on anything other than an automated system is going to be chaotic for you, confusing for your client, and overall a poor experience on both ends.
You need a real booking platform.
Why it matters:
- Clients can book 24/7 without waiting for a reply (and attention spans are short!) If you’re worried about new clients booking services they shouldn’t be, include a few questions in the booking process to get additional information from them.
- Automating your bookings reduces the amount of back-and-forth messaging. Will it eliminate it completely? Probably not, there will still be clients who need more information before they commit to booking with you, but if you can automate the process and include some FAQs in the initial intake, you might be able to put your phone down and take a breather.
- A good booking platform will send automated confirmations and reminders to your clients, which reduces your workload, which is great, but more importantly, it allows you to uphold your policies in a stronger way.
What to look for:
- The ability to customize services and policies to your needs
- Always a mobile-friendly layout so clients can book on their phone (because they will be)
- Client profile storage with the ability to add notes
- Credit card capture or deposits and cancellation window settings so you can easily enforce your cancellation policies
Recommended platforms:
- GlossGenius – beautiful interface, made for beauty pros, website can be glitchy though, so I don’t recommend it as a main website
- Square Appointments – free to start, includes POS
- Vagaro – flexible and a classic for many people starting out
3. An Email Marketing Tool That Builds Loyal Clients
You’ve probably heard “build your list,” and it might sound like something big spas do, but email is one of the most powerful tools for solo estheticians, especially in your first year.
Why email works:
- You own your list (unlike Instagram), so you’re not at the mercy of a social media algorithm to communicate discounts, promotions, or important information to your clients
- It reaches people even if they don’t follow you, and will give them information even if they didn’t check their Instagram that day
- Builds long-term loyalty for your clients and gives them a way to connect with you
- Converts better than most social media posts; there is gold in an email list, so start building it early
What you can send:
- Monthly promotions or bundles
- Seasonal skincare tips
- New service announcements
- Rebooking reminders
Starter-friendly platforms:
- Flodesk – gorgeous templates and beginner-friendly (What I currently use & recommend)
Get 50% your first year with my link: https://flodesk.com/c/B1VWRV
- Mailchimp – easy automation and has a built-in CRM
- ActiveCampaign – simple interface with tagging options, great for large lists
Note: Some booking systems have a way to market via email to your list. I recommend having a separate email marketing platform, that way if you ever switch booking systems, then you won’t lose all of your previous data
💡 Start by collecting emails from your booking system, just be sure to let them know that they’re also opting-in to marketing emails. Then email once a month with value, not just sales.
4. Get Seen with Google Business Profile
The most underrated (and totally free) tool in an esthetician’s entire marketing toolkit, and it will get you booked tf up if you do it properly.
What it is:
Your Google Business Profile is what shows up when someone searches “esthetician near me” or your business name. Google works off of a handful of triggers that will tell the algorithm if your business is trustworthy or not. If you have a strong Google Business Profile, then you are on your way to having a very strong booking calendar.
Why it matters:
- You show up in local searches based on the keywords you want to be known for Example: “Dallas, TX Acne Specialist” or “Luxury Brow Waxing Near Me”
- It’s a respected place to share your client reviews, which builds trust and gives you social proof without ever having to say a word.
- Clients and potential clients can click to view your website, message you, or book on the spot, without ever hitting your Instagram DMs
- Usually the first thing people see when they try to find you
What to include:
- An SEO rich short description (ex: “Acne facial specialist in Atlanta, GA”)
- Website with service list
- Photos (your space, your products, your work)
- A booking link
- Client reviews minimum, Google favors businesses with at least 10 5 star reviews, so start building early
💡 Google is not just for restaurants. It’s for you too, and it can bring in clients faster than social media alone.
5. Branding & Design Basics
You don’t need a full custom brand design package when you’re first starting out, but you do need to look polished and consistent. Looking polished means stepping away from the overly generic Canva logos and getting something that actually represents you, your treatments, and the value your business brings to someone’s life. A bad logo and brand experience can turn someone away before they even give you a chance.
Build your brand for what you want to attract:
Want clients with a luxury budget? Your brand needs to attract luxury budget clients.
Want clients who are willing to invest in clinical-style treatments? Your brand needs to show them that you can be trusted.
Clients judge visuals, which means, visually, you need to show up in a super intentional way. Your brand needs to tell your business’s story and purpose just by a glance.
How to do it:
- Choose 3-5 colors that work together for your brand. I recommend looking at inspiration on Pinterest
- Find 2-3 fonts to use across everything. This can be tricky if you don’t have experience with it. I recommend looking up cohesive Google fonts to start with.
- Build a strong logo or wordmark. If branding isn’t your thing, then find a semi-custom logo to use or find a branding strategist to help.
- Use clean, on-brand photos of your space or results. Showing photos of your real treatment room should help tie in your brand because branding isn’t just about how you show up online; it’s about the vibe of the entire experience from beginning to end.
- Create consistent branding across your treatment room materials, website, social posts, booking link, and retail bags. Everything should be as cohesive as possible.
Tools to help:
- Canva
- Styled stock photo sites
- GlamTech Templates
💡 Great design builds trust before someone even steps into your studio.
What to Skip (for Now)
Not everything marketed to estheticians is worth your time or money in the beginning. Let’s save you the headache.
❌ Overbuilt CRM platforms
Tools like Mindbody are powerful, but often too much for solo providers. Most CRMs come with fees and features you won’t use yet.
❌ SEO service packages
You don’t need SEO help until you’re publishing consistent content and ready to optimize. Focus on your Google Business Profile and getting a good foundation for your SEO on your site first before hiring a full-time SEO expert.
❌ Engagement bots or paid follower growth
Followers & Likes do not equal sales. Your Instagram follower count is one of the most irrelevant metrics in your business unless your goal is to become an Instagram influencer. Bots lead to fake followers, not real clients, and it can damage your credibility and account.
❌ Ads before clarity
If your messaging, niche, or booking flow isn’t solid yet, ads will only waste money. Organic content and referrals go further in year one. When you have a good foundation, that’s when you know you’re ready to scale by creating and running ads.
FAQ: Choosing Marketing Tools as a New Esthetician
Do I need to invest in everything at once?
Not at all. Start with your website, booking system, and Google profile. Add tools as you grow.
Can I run my business just through Instagram?
Technically, yes, but it’s risky because you’re limited to what Meta’s algorithm wants to do with your content. A website gives you control, professionalism, and better conversions.
How much should I expect to spend on tools in year one?
Many beginner tools are free or under $30/month. Focus on ROI, if a $50 tool helps you book extra clients, it’s worth it.
Build Smart, Not Overwhelmed
You don’t need a full tech stack, a marketing degree, or 10,000 followers.
You just need tools that help you:
✅ Show up professionally
✅ Book clients consistently
✅ Build trust easily
✅ Grow without burning out
And you can do all of that without drowning in platforms.
Your marketing tools should work for you, not the other way around.
💡 Want a website that’s already built with these essentials in mind?
Explore GlamTech Templates and launch with the strategy, design, and tools already built in.
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