6 Spa Marketing Mistakes That Quietly Cost You Clients
Running a spa business—whether you’re on your own or managing a team—means balancing treatments, schedules, and client care. Marketing often slips into autopilot, and that’s when small oversights sneak in. You’re busy—these things happen to the best of us.
Here are six you might not even realize you’re making—and simple ways to fix them.
1. Over-Filtered Photos
Filtered photos look polished, but they set up false expectations. When results don’t match the glossy image, trust takes a hit.
The fix: Use natural lighting, clean backgrounds, and minimal editing. Your work speaks for itself when shown authentically.
Pro Tip: Natural light near a window is your best friend. If that’s not an option, a simple ring light (under $50) gives a crisp, professional look without over-editing. Keep angles simple: close-ups for skin results, wider shots for treatment space. Both help potential clients picture the experience.
2. Insider Jargon
Clients rarely speak spa lingo. If your posts read like a textbook, people tune out.
The fix: Explain treatments like you would to a friend over coffee. Relatable language feels approachable, not intimidating.
Pro Tip: If you’re not sure whether your wording lands, test it out loud on a non-industry friend. If they understand it without asking questions, you’re good.
3. Sales-Heavy Posts
If your feed screams “Buy this!” more than it shares value, people scroll away.
The fix: Aim for 80% educational or entertaining content, 20% promotional. Teach, share, inspire—then sell.
Pro Tip: Rotate formats: one week share a skincare hack, the next show a behind-the-scenes clip, then sprinkle in a “book now” reminder. That rhythm keeps your audience engaged.
4. Skipping Personal Stories
Your personality—or your team’s—is your strongest connection point. Many spa pros hide behind generic branding, which misses the chance to build real connection.
The fix: Share a fun fact, your favorite product, or a glimpse of daily life in the spa. If you have staff, spotlight them too. Clients love feeling like they already know the person (or people) behind the treatments.
Pro Tip: If being on camera isn’t your thing, highlight your playlists, your go-to tea, or your top skin-care philosophy. Share enough that clients see your personality, but keep private details (family drama, politics) off your business page to maintain professionalism.
5. Neglected Google Profile
Your Google Business profile is often the first impression. Wrong hours, no photos, or outdated links cost bookings every single day.
The fix: Set a monthly reminder to check and update. Fresh photos and accurate info make a silent but powerful impression.
Pro Tip: Go beyond hours and photos. Add services, post short updates, and answer the Q&A section. Even one post per month signals to Google—and to potential clients—that you’re active and reliable.
6. Missing Testimonials
Testimonials lose impact when they come in big, occasional batches. A steady stream builds credibility.
The fix: Ask consistently. Automate a post-visit thank-you email with a review link or display a QR code at checkout. Small nudges = constant proof.
Pro Tip: Skip discounts or freebies for reviews, which can look unprofessional. Instead, frame the ask as a way to help other clients discover your services. Authentic feedback is more valuable than incentivized responses.
Final Thoughts
These aren’t dramatic mistakes, but they add up. Small shifts—like swapping jargon for plain talk, refreshing your Google profile, or asking for reviews in a thoughtful way—make a big difference in how clients see you.
Pick one to tackle this week. The a-ha moments stack up quickly when you focus on the details that matter most.
Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with multiple industry awards (thank you!) and proud to support the spa industry through mentorship and sponsorship.