A potential client searches for a hair salon or beauty salon nearby. What does she do first? She reads reviews. On Google, on your website, sometimes on social media. Only then does she book.
Reviews are not a luxury, they are part of your acquisition. Yet most salons still ask for them verbally: "If you are satisfied, please leave a review." That works occasionally. A fixed system works consistently.
In this article you will learn why you need two tracks (Google and internal feedback), how to automate that with Salontailor, and how to make collected reviews visible on your own website via two feedback widgets.
Why reviews influence your bookings
Salon clients choose based on trust. They cannot see the result in advance like with a product in an online shop. Reviews fill that gap: they show that others were already satisfied, that your salon works professionally and that appointments are reliable.
Google is the most important platform for this in Belgium and the Netherlands. But focusing only on Google is not enough. You also want to know what goes wrong internally before it becomes public, and you want to show positive experiences on your own site, without visitors having to search first.
The combination that works: Google for visibility, internal feedback for improvement, and widgets on your website for social proof.
Getting your Google profile in order
Before you collect reviews, you need to be findable. Check your Google Business profile: correct name, address, opening hours, phone number and a link to your online booking page. Photos of your salon, team and results make your profile more credible.
Respond to existing Google reviews, including neutral or negative ones. New visitors read not only the review, but also your reply. A short, professional response shows that you care about your clients.
Automatically requesting feedback after the appointment
Salontailor has a built-in feedback module. After an appointment, an email can automatically go out with a personal feedback link. The client gives a score (0 to 10) and can optionally write a comment.
You set this up via Settings → Mail, under After appointment → Request feedback. Choose when the email is sent: 6, 12, 24, 48 or 72 hours after the treatment. Adjust the subject and text to match your salon's style. The feedback link is included automatically.
All received feedback comes together in your feedback overview. You see your average score, read individual responses and get a notification for new submissions. Per client, the feedback also appears in the client file, alongside appointment history and notes.
Read more: Automatic emails: confirmation, reminder and feedback
Google Reviews in the same email
Internal feedback and Google reviews serve a different purpose. Feedback in Salontailor is ideal for quickly measuring how a treatment scored and for following up on problems internally. Google reviews are public and help new clients with their choice.
That is why it is smart to combine both in the same email. In the feedback email you compose yourself, add a clear link to your Google review page. Satisfied clients then know immediately where they can publicly share what they already scored positively internally.
Phrase it in a friendly way and without pressure. For example: "Happy with your visit? We would love to hear from you via the feedback link above. Would you also like to support us on Google? That helps other clients find us." That keeps the tone personal and professional.
Two feedback widgets on your website
Collected feedback should not stay in your dashboard only. From five received reviews onwards, you can place two widgets on your website in Salontailor:
- Score widget: a compact display with your average rating.
- Feedback list widget: an overview of recent reviews with score and comment.
You adjust theme colour, border radius and border in the widget settings. The preview updates instantly. Copy the embed code and paste it into the HTML of your salon website, alongside your booking widget.
Visitors who are still hesitating see real experiences from other clients, without having to open Google. For your team it is also a mirror: where do you score high, and where can you adjust?
Negative feedback: resolve it internally
Not every review is five stars. That is normal. A low score via the feedback email is actually valuable: you often see the problem before it appears on Google, and you can follow up with the client personally.
Make it a fixed routine. Review new feedback weekly with your team. Was it the treatment, the waiting time, the communication? One recurring theme is already a signal to adjust your process.
Is there a negative Google review after all? Respond briefly and professionally. Thank them for the feedback, offer a conversation where needed and avoid defensiveness in public replies. What others remember most is that you take it seriously.
Conclusion: make reviews a fixed part of your communication
Collecting reviews does not have to be a one-off action you forget during busy weeks. With an automatic feedback email, a Google link in the same message and two widgets on your website, you build a system that keeps running, even when you are in the treatment chair yourself.
Google provides visibility. Salontailor feedback provides insight and social proof on your own site. Together they give new clients the confidence to book with you.