Is Having a Website Essential for Brow Artists?

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1. Background

Our study compiles insights from interviews with 64 brow artists who specialize in powder brows and hairstrokes, with a significant majority, 51, operating within the European Union, alongside 8 in the UK and 5 in the US. Conducted from 2020 to 2024, this research delves into aspects of customer relationships, satisfaction, sales, and marketing strategies. We placed particular emphasis on the tools and platforms utilized by these artists to draw in new customers, especially focusing on their website usage. This investigation is currently ongoing. Moreover, our conclusions have been refined through additional insights from two seasoned professionals from powderbrows.io, the digital marketing branch of the Powderbrows.com Research Center, who bring over two decades of digital marketing expertise to the table.

2. Is it worth it?

The Necessity of Websites for Contemporary Brow Artists

One might ponder, especially within the realm of powder brow marketing, whether owning a website is necessary. The answer is a resounding yes. In today's digital landscape, the advantages of possessing a personal website are substantial.

Your website serves as a digital storefront in the beauty industry, particularly for niche services like powder brows or hairstrokes. It enhances your brand's credibility and professionalism, acting as the nucleus for all your marketing endeavors. Lacking a website can significantly hinder the creation of an effective sales funnel, which is vital for converting potential leads into actual clients.

Consider this: In numerous areas, more than half of individuals seeking beauty services resort to search engines, predominantly Google, to locate a beautician or brow artist. These potential customers are actively searching, with a clear intent to procure such services. Relying solely on social media platforms such as Instagram or Facebook for your digital presence may fall short in capturing this audience's attention.

3. Google's Platforms vs. Meta

The Battle Between Search Engines and Social Media

Many entrepreneurs harbor the hope that their social media profiles will achieve high rankings in Google searches. Yet, this expectation is more hopeful than it is realistic, and here's why.

Competition is fierce. Google perceives major social media platforms like Facebook and Instagram as rivals in the realm of digital advertising. Given this rivalry, Google is unlikely to favor directing traffic towards these competitors.
From a user experience perspective, Google prioritizes search results that provide thorough and direct information. For someone searching for "Powder Brows services near me," a dedicated website offering detailed descriptions of services, pricing, customer testimonials, and booking information will be far more valuable than a social media profile, which may not provide comprehensive details.
Additionally, there's the issue of business model alignment. Google's advertising revenue is generated through businesses seeking visibility on its platform via Google Ads. If these businesses believe that their social media profiles alone can secure a comparable level of visibility, this misconception could potentially impact Google's bottom line.
Lastly, control over content is a significant factor. Google can more accurately regulate and ensure the consistency of content presented on websites than on the ever-changing landscapes of social media platforms. This allows Google to deliver a more reliable and consistent user experience.

4. Building the Website Yourself

At the Intersection of Digital Creation

When considering the development of a website for your brow artistry, imagine yourself at a pivotal juncture. One direction offers the opportunity to embark on the journey of building your own website, with platforms like WordPress as potential companions. The alternative path presents the simplicity and ease of dedicated website builders such as Squarespace, Wix, Weebly, or Webflow, all of which are based on a subscription model.

Opting to construct your website independently or utilizing open-source solutions comes with its set of appealing aspects.

Complete Code Control. Choosing to develop your site from the ground up or via platforms such as WordPress grants you total command over the website's code. This autonomy allows for profound customization, making your site distinct and finely tuned to your unique needs.
Unlimited Flexibility. This path offers the liberty to embed any desired functionality or incorporate various third-party applications, unfettered by the limitations typical of template-driven platforms. If you require a particular feature, chances are there's a plugin or a code snippet out there that can be integrated.
Economic Benefits. By taking the reins of your website's development, you might avoid the recurring expenses associated with subscription models by leveraging freely available online resources, thus potentially lowering your operational costs.
Full Ownership. There's an inherent sense of proprietorship and autonomy. You are not constrained by the terms or conditions of any single platform. The code is yours to replicate, alter, or enhance according to your preference.

Yet, these perks also carry their inherent challenges.

5. The Unseen Burdens of DIY Websites

Embarking on the DIY website path can resemble the complexities of building a house from the ground up, rather than moving into one that's already built. Here are some considerations.

Ongoing Maintenance. A website demands constant attention and upkeep, not unlike a physical property. This includes updating plugins, ensuring that recent updates haven't disrupted functionality, and addressing any security vulnerabilities that arise.
Security Risks. A self-constructed website must be fortified against online threats. You will be accountable for applying security updates, maintaining secure connections, and vigilant monitoring for potential intrusions.
Performance Optimization. While piecing together different codes or plugins can achieve the desired functionality, these elements might conflict with each other or slow down your site, detrimentally affecting both user experience and SEO performance.
Technical Hurdles. The journey might introduce you to WordPress's infamous 'White Screen of Death' or database connection errors. Resolving these issues falls squarely on your shoulders, often demanding both time and potentially extra financial resources.
Ensuring Mobile Compatibility. With the majority of web traffic coming from mobile devices, guaranteeing that your DIY site performs seamlessly across all device types introduces an additional layer of complexity.
Accumulating Expenses. What seems cost-effective at the outset can accumulate hidden expenses, whether for premium plugins, security measures, or urgent technical support, potentially outweighing the costs of a managed platform.

Choosing a Dedicated Platform Initially

Platforms like Squarespace, Wix, and their counterparts offer an appealing alternative. They deliver a cohesive, user-friendly approach. Although they come with a recurring cost, this typically covers hosting, security, and a suite of tools and templates, providing a comprehensive solution.

For artists and businesses looking to circumvent the intricacies of site management, these platforms offer a practical solution. They enable you to concentrate on your primary expertise—your art and service—while they handle the technical aspects of website operation.

6. Better Strategy

Transitioning from Quick Setup to Content Creation

The Initial Step: Launching Your Website Swiftly and Efficiently In the era of digital proliferation, numerous paths are available for businesses to make their mark online. This urgency becomes even more pronounced for emerging artists in specialized fields such as Powder Brows. The faster you can present potential clients with a professional and easy-to-navigate online platform, the better. The complexity involved in crafting a website from the ground up means that utilizing pre-designed platforms is often the faster route, making it the preferred method for artists starting their digital journey.

Content: The Lifeblood of Your Website

Though a sleek and functional website forms the framework, it's the content that breathes life into it. Picture walking into an impeccably designed store only to find its shelves barren. Similarly, a website lacking rich content is akin to a storefront devoid of merchandise.

Creating content that is engaging, relevant, and consistent is crucial. It not only elevates your website's visibility but also solidifies your brand's reputation, highlights your expertise, and attracts potential clients to your services.

Embracing the Grind: The Essence of Content Creation

Our platform has consistently emphasized content creation's importance, highlighting a universal truth: there are no shortcuts to achieving quality. The journey of content creation is akin to a marathon, demanding commitment, thorough research, authenticity, and a deep-seated passion for your craft.

The digital revolution has reshaped how businesses operate, particularly in niche markets like Powder Brows. This revolution brings both opportunities and challenges; while digital tools and platforms are more accessible, there's also a surge in misinformation, leading some to the mistaken belief that success is just a click away.

Many artists are tempted by the prospect of rapid website deployment and the allure of AI-generated content. Indeed, setting up a website can be swift, but the reality that unfolds is often less straightforward. The internet is rife with quick-fix schemes and content generators, yet true success lies not in merely populating space but in crafting authentic, high-quality content that genuinely engages and resonates with your audience.

This challenge isn't unique to the powder brows or hairstrokes industry; as barriers to entry lower, many sectors face saturation. However, this saturation highlights an important lesson: the key to standing out is differentiation. Success belongs to those who not only start but also persist, innovate, and maintain consistency in their offerings.

The adage that nothing of value comes easily holds true. Behind the polished websites of successful powder brows artists are months or years of diligent effort, exploration, and refinement. Success in content isn't about filling pages; it's about delivering content that matters. It requires delving into your potential clients' needs and desires, mastering the nuances of Powder Brows techniques, and conveying that expertise in an engaging and accessible way.

7. The Reality in 2024

Organic Reach on Social Media Platforms

Organic reach is defined as the extent to which your content is seen on social media platforms without the aid of paid promotions, relying solely on the platform's algorithms. Initially, social media platforms allowed for nearly 100% organic reach, meaning almost all your followers would see your posts. However, following updates in 2023, this reach has plummeted to about 1-2%, significantly limiting the visibility of your content to just a small segment of your followers unless you invest in paid promotions.

The Impact of Reduced Organic Reach

The decline in organic reach greatly affects the cost-effectiveness of social media as a marketing channel. Where reaching potential customers through social media was once straightforward and affordable, the costs associated with reaching and converting a user into a customer have now escalated. This shift doesn't make social media marketing obsolete; it remains essential for maintaining brand visibility and engaging with customers. However, relying solely on social media for your marketing efforts has become less feasible.

Choosing Between a Website and Social Media Boosting

Given these changes, investing in a high-quality, search engine-optimized website with compelling and valuable content becomes increasingly advantageous over extensive social media advertising. A well-optimized website can naturally attract visitors and generate leads, offering a more sustainable and cost-effective strategy in the long haul by not depending on continuous investment for visibility.

Thus, while social media continues to play a vital role in digital marketing, the diminished organic reach underscores the necessity of a robust, SEO-optimized website to capture and leverage organic traffic effectively.

8. All that is left…

Navigating the Current Challenges in Client Acquisition

The era of effortlessly capturing client contacts has come to an end. The so-called low-hanging fruit has disappeared, making initial gains, such as acquiring organic followers on social media, a daunting task with minimal returns.

Equally, the web and search engine environment pose their own set of challenges. Simply possessing a website no longer guarantees visitor traffic. It's a common frustration among artists to find their freshly launched websites receiving scant attention, with daily visitor counts sometimes not exceeding ten individuals, excluding their own visits.

The viable path forward demands unwavering, diligent work. The production of superior, more abundant free content becomes crucial, yet achieving this is anything but simple. Relying on external sources for content creation might not be financially practical. The imperative now is to sift through an extensive pool of information sources to forge content that not only serves the visitor's needs but also outshines the competition.

In today's digital marketing arena, the creation of content that is both high-quality and captivating is indispensable. This remains the cornerstone of drawing and maintaining the interest of website visitors and social media enthusiasts in an exceedingly competitive sphere.

9. Conclusions

For burgeoning artists in the brow industry, the decision to establish a website is pivotal. Drawing from research findings and empirical data, the indispensability of a website becomes evident.

This conclusion is not merely speculative but is underpinned by rigorous analysis and data. An over-reliance on social media, particularly on Meta platforms such as Instagram and Facebook, plunges artists into a fiercely competitive arena. However, data suggests that a significant portion, at least 55%, of potential leads for brow artists spring from web searches, predominantly via Google. Absence from the web means missing out on the substantial traffic and leads Google can funnel toward them.

Consequently, in today's landscape, owning a website transcends mere advantage, becoming a critical necessity. The task of building a website from the ground up might appear formidable, particularly for those lacking in-depth IT knowledge, encompassing unforeseen challenges and considerable risks.

For many, the practical remedy lies in utilizing platforms like Wix, Squarespace, or Webflow. These platforms facilitate rapid website creation without necessitating coding expertise. Yet, merely launching a website is insufficient. It's merely the starting line; to truly compete, stellar content is essential.

The journey ahead is labor-intensive, involving thorough research, extensive reading, and the generation of original, compelling, and valuable content for the website. Despite the hurdles and the investment of time required, crafting quality content is imperative for attracting search engine traffic, as corroborated by expert insights and analytical evidence.

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