Every client who walks through your door has a story.
Some are excited, some are nervous, and some just need a little TLC.
But all of them, every single one, are on a journey.
And if you understand that journey, you’re not just running a studio.
You’re building a space where people feel seen, safe, and special.
Here is a guide to mapping that journey, from first discovery to loyal support, so you can create unforgettable experiences and grow a thriving business.
1. Awareness: How Clients Find You
It all begins with a spark. Maybe they’re scrolling through Instagram and stumble across your work. Maybe a friend raves about you or maybe they type “best studio near me” into Google at midnight, hoping for a fresh start.
This is the moment you enter their world.
Understanding how clients discover you helps you focus your marketing efforts. If most of your bookings come from social media, it’s worth investing time in creating engaging content. If referrals are your bread and butter, nurture those relationships and make it easy for happy clients to spread the word.
Track where your inquiries and bookings come from. Use a simple spreadsheet or booking software that shows you which channels are working. Over time, you’ll see patterns and those patterns will guide your strategy.
Don’t underestimate the power of your aesthetic, your tone or your energy all of it contributes to how people perceive you online. Make sure your digital presence reflects the experience you offer in person.
2. Consideration: Why They Choose You
Once they’ve found you, they’re weighing their options.
They’re comparing studios, checking portfolios, reading reviews, and asking themselves:
“Is this the right fit for me?”
This is your chance to stand out, not just with skill, but with depth.
Clients want more than just technical excellence. They want to feel safe, understood, and confident. They’re looking for signs that you’re professional, hygienic, friendly, and talented. They want to know you care.
Make your strengths impossible to miss. Highlight your hygiene standards, showcase your certifications, and share testimonials that speak to your warmth and professionalism. Let your personality shine through your branding because people don’t just choose studios, they choose people.
Consider what makes you different. Is it your calm energy? Your attention to detail? Your ability to make nervous clients feel at ease? Whatever it is, lean into it. That’s your magic.
3. Booking & Pre-Service Experience
Before they even step inside, they’re already forming opinions.
Was booking easy? Did your message feel warm and professional? Do they know what to expect?
This stage is all about reassurance. Clients want to feel confident that they’ve made the right choice and that starts with clear, kind communication.
Streamline your booking process. Use automated systems, if possible, but always add a personal touch. Send pre-appointment info that answers common questions and sets expectations. Let them know you’re excited to welcome them.
Think about the emotional state of your client. Are they nervous? Curious? Excited? Tailor your communication to meet them where they are. A little empathy goes a long way.
4. Service Experience: The Heartbeat
They’ve booked and arrived.
From the way you greet them to the music playing in the background, every detail matters.
Are they comfortable? Do they understand what’s happening? Do they feel cared for?
This is where trust is built or broken.
Check in during the session. Offer a blanket. Explain each step. Ask if they’re okay. These small gestures create big emotional impact. They’ll remember how you made them feel more than anything else.
Be present. Don’t rush. Don’t multitask. Give your client your full attention. That’s what makes them feel valued—and that’s what keeps them coming back.
5. Aftercare & Follow-Up
The appointment’s over but the journey isn’t.
Clients need guidance. They want to know what’s normal, what’s not, and how to care for their new look. And they want to feel like you still care.
This stage is often overlooked, but it’s crucial for building trust and encouraging repeat bookings.
Send a follow-up message or email. Ask how they’re feeling. Offer tips. Invite questions. It shows you’re invested and that’s rare and beautiful.
Consider creating a simple aftercare guide that you can send automatically. Include FAQs, do’s and don’ts, and a warm message that reminds them you’re here if they need anything.
6. Loyalty & Advocacy
Here’s where the magic happens.
A happy client doesn’t just come back—they bring friends. They leave reviews. They tag you in selfies. They become part of your studio’s story.
Loyal clients are your best marketing tool. They’re walking billboards with glowing hearts.
Create a loyalty program. Send thank-you notes. Offer birthday discounts. Celebrate them. Because when you treat clients like VIPs, they’ll treat your studio like home.
Ask for feedback. Not just reviews, but honest reflections. What did they love? What could be better? This helps you grow and shows that you care about their experience.
Walk in Their Shoes
Understanding your client’s journey isn’t just smart, it’s soulful.
It’s the art of seeing people, not just bookings.
It’s empathy in action.
When you walk in their shoes, you anticipate their needs.
You soothe their worries.
You elevate their experience.
And that, my studio owners, is how you grow as a business and not just in numbers.
- Jaz Anna
