Boost Your Spa Bookings with an Irresistible Service Menu

“What treatments do you offer and how much do they cost?”

If you own a spa or an aesthetic clinic, how you present your answer to that question has a huge impact on how effectively you attract, convert and retain your clients. When done correctly, showcasing your offerings on a service menu can be a useful marketing strategy to grow your service-based business. But what exactly makes a great service menu? Read on to discover our 12 best practices for designing a clear and enticing service menu that sells.?

1. Know your target audience

Maybe you’re an anti-aging expert, or you want to be inclusive by also offering services to the male clientele. As with any marketing strategy, defining your ideal client is key when designing a service menu. Think about their interests and demographics – their age, income, marital status, gender, location, occupation, etc. Analyze your competition and determine where your spa fits within the market. Use that information to position yourself as an expert and showcase your brand.?

2. Spell out the benefits

Help your clients see what’s in it for them. Explaining the features and benefits of each treatment shows your clients exactly what to expect. Describe how each treatment works, then go a step further to describe the benefits clients will experience (e.g., better circulation, less muscle tension). If a client is new to your spa or clinic, or if they are on the fence about purchasing a particular treatment, this information can transform their hesitancy into action.?

3. Focus on the client’s experience

Clients visit your spa or clinic to disconnect and feel refreshed. They don’t necessarily care about all the fine details of your spa’s history or other specifics. Center your service menu around your client’s needs and interests. Focus on communicating how your client will feel at your spa and afterwards. Do this in your copy by using words like “you”, “you’ll” or “your” (rather than “I” or “we”).?

4. Showcase your specialty?

What sets your business apart? What offering is unique to your spa or clinic? Showcase it as a “signature service” on your service menu to stand out from the competition.?

5. Offer packages?

Create packages or add-ons to give your clients an immersive experience and increase their average purchase value. You can combine some of your most popular offerings into a package, or create seasonal promotions. Presenting clients with optional add-ons may also entice them to splurge on a more enriched and personalized experience.

6. List your pricing

Price is obviously one of the main factors influencing clients’ purchasing decisions. Your service menu should definitely include this information. Your pricing should be transparent, clear, and accurate. Make sure to update your service menu to reflect any pricing changes to avoid rattling your clients’ trust. You may also choose to list special promotions or seasonal offers on your service menu as extra booking incentive. For a cleaner look, round off your prices and leave out the dollar sign.

7. Less is more

Try not to offer too many choices; decision fatigue can be a real obstacle in purchasing decisions! Categorize your offerings clearly and logically.

8. Consider the season

Lean into the seasons as a way of speaking to your clients’ needs. For example, spring is a time when we emerge from hibernation and may want exfoliation or hydrating treatments. Summer is ideal for cooling treatments, whereas winter has us craving nourishing pampering time. Vary your offerings seasonally or based on what’s timely, without reinventing the wheel. Your goal is to strike a balance between familiar and fresh, especially for your loyal clients. Create packages or offerings based on current spa trends to attract attention.?

9. Hire a copywriter and graphic designer

Your service menu is an important marketing tool that can have a huge return on investment. Its purpose is to inform your potential clients without overwhelming them. You want your service menu to showcase your expertise, professionalism and attention to detail…so typos are out of the question! Consider investing in a graphic designer and/or copywriter to craft a menu with an inviting design and engaging copy, with easy-to-read fonts, negative space, and clear headers that break your services into categories. If you want to design it yourself, check out templates available on Canva, Zazzle, or Vistaprint.?

10. Add images

We’re visual creatures, now more than ever! When looking at a service menu, clients are naturally drawn to images before text. A few well-placed photos can help clients imagine themselves in your treatment room and accelerate their purchase decisions. If you download free stock images, be sure to respect usage policies and choose images that complement (rather than distract from) your brand.?

11. Make use of “Golden Triangle”

Marketers refer to the area in the middle, top left and top right as the “golden triangle” where our eyes tend to land. Use these key areas to your advantage by strategically placing the services you want to sell most.

12. Include your policies and contact information

The back of the service menu is a great place to list your cancellation or booking policies in a straightforward and professional tone. Make sure your business name, address, website, phone number and email are all included on your service menu.