As I prepare for my session at International Lash Masters in Sydney, I wanted to come to you with some real, no-BS talk that will really help you to move the needle when it comes to getting booked, way before any marketing will.
When I educate salon owners - whether in a coaching session, a course, or on stage - I always start by making sure the foundations are solid before we deep dive into marketing strategies.
Because if your systems aren't set up to support growth, then what exactly are you trying to scale?
Whether you're attending my session at International Lash Masters, or reading this from your salon in between clients, I want to make sure you've got these four key essentials in place too.
Consider this your pre-work before the real magic begins at International Lash Masters this September.
1. Is your booking system actually helping you?
If your clients are still sliding into your DMs asking how to book, that's a red flag. Booking should be seamless.
Here's how a proper booking system supports your business growth:
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Saves you time: No more back-and-forth messages trying to find a time that works.
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Reduces no-shows: Automated reminders via email or SMS keep clients accountable.
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Looks professional: A clean, branded booking flow instantly builds trust.
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Lets clients book 24/7: You make money while you sleep. Literally.
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Increases rebookings: Helps you to increase to rebooks
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Collects data - Easily track your busiest times, most popular services, and repeat clients.
This isn't about being fancy - it's about being ready. A strong booking system is a baseline, not a bonus.
Need one? Start with a booking system like Fresha or Timely.
2. Does your brand look like a business or a hobby?
Your branding should speak before you do.
Here's a quick check-in:
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Are your visuals consistent across Instagram, website, price lists and signage?
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Does it reflect the level of service you offer?
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Would someone recognise your brand instantly, even without your name on it?
You don't need to spend thousands - but you do need to look clear, cohesive and confident.
3. Are your socials set up for success - or just for scrolls?
Instagram isn't just a vibe. It's a storefront. And it should work for you.
Here's what to review:
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Is your bio clear, direct, and location-tagged?
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Do you have a booking link - and does it actually work?
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Are your highlights up to date, showcasing services and results?
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Are you showing proof - real transformations, testimonials, results?
Think of it like this: if someone finds your profile right now, would they feel like they're in good hands? AND have you made is super-easy for them to book with you?
4. Have you set up your Google Business Profile properly?
This one gets overlooked - but it's one of your most powerful tools for attracting local clients.
Make sure you've:
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Claimed your listing (if not, do it today)
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Updated your hours, location, and website link
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Added high-quality photos (not just graphics)
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Collected reviews - and responded to them (this needs to happen ongoing)
When someone Googles "lash lift near me," you want to show up - and show up strong.
Before you invest in getting more clients, invest in making your business ready for more clients.
It's not just about being fully booked - it's about having the systems, setup and strategy that make growth sustainable and scalable.
If your bookings, branding, socials and Google presence aren't where they need to be yet - start there.
The rest? I'll see you at International Lash Masters Lash & Brow Conference on Sunday, 21st September 2025 at the Doltone House, Hyde Park, Sydney.
And if you're not attending - this checklist alone will put you ahead of most!
Go get it,
Charmaine x
International Marketing + Business Strategist Locks Lash
