10 Tips on How to Grow Your Nail Salon Business

Running a nail salon is more than just keeping nails pretty; it’s about nailing the business side, too. And it’s not exactly the easiest job. With around 395,600 nail technicians and over 56,300 individual nail salons in the U.S. alone, standing out is essential for success.

Whether you’re just starting or looking to level up, you can do a few things to turn your salon into the go-to spot for flawless manicures. Keep reading for ten tips on how to grow a nail business that attracts new clients and keeps them coming back.

1. Create a unique brand identity

In such a crowded market, you probably want clients to instantly recognize your salon, keeping it top-of-mind when they need nail services. That’s where the brand identity comes in.

Consistent branding across your website, social media, and in-salon experience makes your business more memorable and trustworthy.

You may find it tricky to find your style at first, but it really comes down to defining what makes your salon special. Whether it’s eco-friendly practices, luxury services, or creative nail art, you have that one thing you’re mainly known for.

Create your logo, color scheme, and communication style with this in mind and you should be on the right track.

2. Promote your nail salon online

Building a strong online presence and promoting your nail salon in the virtual space is essential for attracting new clients and staying competitive. The main ways to do this are:

• Having a website or booking app – you need a space to showcase your services and allow clients to book nail appointments.
• Creating social media pages – set up business profiles on platforms like Facebook or Instagram and post regularly to engage your audience.
• Running online ads – reach potential clients in your area by advertising on Google and on social media platforms.
• Using marketing messages – keep your existing clients in the loop about special offers, new services, and salon events by sliding in their inbox.

Ideally, you should use all of these marketing channels to meet potential clients at multiple touchpoints and make it easy for them to book services or interact with your business. To make it easier, you can start with just one and take on more as you go.

3. Streamline booking to increase productivity

Allow clients to quickly schedule appointments online whenever they want to instead of having your staff answer phone calls and manage bookings manually.

This is a huge plus for busy clients who prefer doing everything digitally, but it also frees up your team’s time so they can focus more on what really matters—delivering high-quality nail services.

The added bonus? With a booking system like Goldie, you can also send automated text reminders to ensure clients don’t miss their appointments. The combination of easy online bookings and automated reminders means fewer gaps in your day, a more consistent flow of clients, and a big boost in overall productivity for your salon.

4. Prioritize client satisfaction

If you want to grow a nail business, making client satisfaction your top priority is the way to go.

How to start? With the basics: maintain strict health and hygiene standards in your nail salon. A clean, safe environment builds trust, which clients really appreciate. One more thing you can do is use quality products and tools, which not only last longer and perform better, but also show that you’re all about high-standard service.

If you lack in these departments, your other efforts to grow your nail salon business will likely fail to bring the desired results. Don’t underestimate the power of word-of-mouth—when clients leave your salon happy and impressed, they’re going to tell their friends, bringing new clients through your door. They’ll be equally vocal when they are dissatisfied with your services.

5. Invest in staff training and retention

Your staff is the backbone of your salon. Having skilled and happy nail techs on your team is essential for delivering top-notch services and growing your nail salon business.

Invest in the professional development of your staff members by organizing regular training sessions on topics like current nail trends or advanced nail art techniques. This will keep your staff sharp and motivated to do their best on the job.

You should also create a positive work environment and reward their efforts, whether it’s through salaries, bonuses, other incentives, or simple acknowledgments. Happy employees are more likely to stick around, which means less turnover for your nail salon.

Ultimately, the money you invest in training and retaining your staff will lead to a stronger and more cohesive team that contributes to the long-term success of your nail salon.

6. Collect feedback and leverage reviews

Ask clients to share a few thoughts about their experience through a friendly request at the end of an appointment or in a follow-up message. You should be prepared for and embrace both positive and constructive feedback, as both of these can help you grow your nail salon business.

But don’t just collect feedback, act on it too. Implement changes based on what your clients want, be that new services or extended hours. It shows that you value their opinions and are committed to meeting their needs.

Once you’ve gathered some reviews, showcase the best ones on your website and social media pages to build your nail salon’s reputation. They serve as powerful social proof, giving new clients the confidence to book nail appointments at your salon.

7. Diversify your nail services

We’ve already talked about the nail care industry being super competitive and how standing out is a must if you want your salon buzzing with repeat clients and new faces.

One thing you can do to keep your business fresh and appealing is add new services, such as custom nail art, gel extensions, organic manicures (for those who love eco-friendly choices), or something entirely different that isn’t already part of your offerings.

Clients love having new things to try, and by expanding your list of services, you’re not only enhancing their experience but also growing your nail salon business. More options mean more bookings, and that’s great news for your revenue.

8. Secure revenue through different methods

Keeping your nail salon’s cash flow steady through various strategies is key to building a thriving business. One way to do this is to require deposits for online bookings, which can be easily done through your booking app. This helps lock in client commitment and minimizes the revenue loss from last-minute cancellations.

You should also consider additional income sources like selling products online to balance out slow days in the salon. From nail care kits to cuticle oils or nail polishes, there’s a variety of items you can offer to meet your clients’ needs. 

Goldie can take care of both online bookings and sales, allowing you to focus on delivering high-quality services while keeping your salon’s revenue solid.

9. Create a customer loyalty program

Implementing a loyalty program is a nail salon tip for success that rewards your clients and keeps them coming back. This marketing strategy is perfect for nail services because people need regular upkeep—why not give them one more reason to stick with you?

Whether it’s earning points that amount to a free manicure or getting a discount after a certain number of visits, a loyalty program will likely increase their spending, bringing in more revenue and helping you grow your nail salon business.

Setting this up can be as simple as printing cards with “Collect X stamps for a free manicure.” It requires minimal effort and low costs, but the results can have a huge impact.

10. Host special events and trainings

Another nail salon tip for success is hosting special events and training. It’s a great way to create buzz around your nail salon and attract new clients while showing expertise.

For example, you can organize workshops to teach clients basic nail care techniques or trendy nail designs. You can also offer exclusive discounts to attendees, encouraging them to book future services. 

Alternatively, you can host seasonal events for popular holidays like Halloween or Christmas, where you focus on themed nail art and promote your limited-availability special offers.

These events can strengthen salon-client relationships, create excitement around your business, and drive additional revenue all in one.

Summing up

Growing a nail business is all about offering standout services, prioritizing client satisfaction, and leveraging the right tools to engage people. Goldie can help with the last one, making it easy to manage bookings, handle payments and deposits, and even sell nail products online to increase your revenue.

However, it’s a combination of the strategies in this article that is likely to set your salon on the path to long-term success. Which tip will you try first?