If your beauty business only lives on Instagram, you’re basically invisible to Google.
And that’s a problem.
If you’ve been treating Instagram like it’s your whole business, you’re not alone. A lot of estheticians start there because it feels easy, then you post a before-and-after, share a cute reel, and think: “That should bring people in.” But then your calendar is still empty, and you’re wondering why the algorithm seems to hate you.
Instagram is a marketing tool, not a business home base. If you want to run a booked-out esthetician business (and not a hobby that lives or dies by likes), you need a website. Here’s why.
Why Instagram Alone Isn’t Enough
Instagram has its perks. It’s visual, it’s free, and it’s a great way to show personality. But let’s be honest—it’s also unreliable.
If your business only lives on Instagram, you’re renting space on someone else’s platform, and your landlord is an algorithm that doesn’t care about your bills.
- Reach is out of your hands. You could post a flawless reel, and Instagram might show it to 100 people instead of 10,000. That’s not a strategy; that’s a gamble.
- DMs are messy. Asking people to “DM to book” makes you look less professional and creates a ton of back-and-forth. And guess what? People lose interest when things aren’t easy.
- Search visibility doesn’t exist. No one in your city is Googling “best facial near me” and landing on your Instagram profile. They’re finding the esthetician who has a website.
Action step for estheticians: Use Instagram to funnel people to your website. Treat it like a handshake, not your entire storefront.
What a Website Actually Does for Solo Estheticians
Your website is not “just another thing to manage.” It’s the one piece of your business that actually works for you, even while you’re busy with clients. Think of it as your:
- 24/7 receptionist. It answers FAQs, lists your services, and collects bookings while you’re in the treatment room.
- Trust builder. A professional website makes you look established, even if you’re fresh out of school. It tells people you’re serious about your craft.
- Booking assistant. With the right system, a client can land on your site, pick their service, choose a time, and confirm their appointment, all without you lifting a finger.
Imagine this: two estheticians in the same city, offering the same facial. One only has an Instagram with a “DM me to book” post from three weeks ago. The other has a clean website with a service list, client reviews, and an easy booking button. Who do you think the client is going to choose? Exactly.
Action step for estheticians: Stop treating your website like a “someday” project. It’s your most important business asset after your license.
3 Things Every Esthetician Website Needs
You don’t need a massive 20-page site with blog posts you’ll never update. What you do need is a site that makes it easy for clients to find you, trust you, and book you. These are the essentials:
1. A clear service list.
People want to know: What do you offer? How much does it cost? Is it right for me? Don’t make them DM you for a price menu, because they won’t.
Estie tip: Write your services in plain language. Instead of “The Radiance Experience,” say “90-Minute Custom Facial for Aging Skin.” Clients should know exactly what they’re booking.
2. A booking button on every page.
If someone decides they want to book while reading about your chemical peel, don’t make them go hunting. The booking button should be obvious and easy to click everywhere.
Estie tip: Put your booking link in your header and footer so it’s always visible. Think: “make it too easy to miss.”
3. A mobile-friendly layout.
Most of your clients are scrolling on their phone while waiting in line or sitting on the couch at night. If your site doesn’t load fast or looks janky on mobile, they’ll close it.
Estie tip: Always test your site on your phone before you publish. If you can’t book yourself without getting annoyed, neither can your clients.
The Wrap-Up: Instagram is the Add-On, Not the Foundation
Instagram helps you connect, but your website is what gets you booked. Without it, you’re invisible to Google, you look less professional than you actually are, and you’re depending on an algorithm to decide whether you pay your bills this month.
Your website is the foundation. Instagram is just the add-on.
✨ Ready to stop stressing over DMs and build a site that actually gets you booked? Explore GlamTech’s Showit Website Templates, built specifically for estheticians who want a beautiful, functional website without the tech headache.
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