Having a solid online reputation is no longer just good for business, but essential for survival in today;s competitive market industry. This article explores how online reviews shape trust, influence bookings, and what real salons are doing to handle feedback the smart way.
How Online Reviews Shape Client Decisions
Today’s reviews are basically digital word of mouth. Before clients make an appointment, they want reassurance that they’re making the right call.
According to a 2025 report by Capital One Shopping, over 92% of consumers read reviews before visiting a local business for the first time. Even more impressively, up to 91 percent (particularly among ages 18–34) trust those reviews as much as personal recommendations. (Capital One Shopping, 2025).
A Pew Research Center study also found that 82% of U.S. adults read customer reviews occasionally before making any purchase or booking a service (Pew Research Center, 2024). When it comes to a service-based business, people pay special attention to comments about the friendliness of staff, cleanliness, how punctual appointments are, and especially the final results.
And let’s not forget platforms like Instagram. Even though it is not technically a review site, it plays a huge role in shaping perception for younger clients. When clients tag your salon in their stories, posts, or reels, it acts as social proof. It is visual, immediate, and just as powerful as a five-star review.
Why Your Rating Matters More Than You Think
Review scores don’t just show how happy your past clients were, they actually shape how new ones see you. A solid rating (usually 4 stars or higher) builds trust, helps your salon show up more on Google, and encourages more people to book (NiceJob, 2022). But if your score hovers around 3 stars, clients might wonder if your service is hit-or-miss. And anything lower than that? It can really hurt your credibility and turn potential clients away (ReviewTrackers, 2024).
What Happens When Reviews Are Ignored?
Imagine this: a potential client discovers your salon on Google, spots your 3.2-star rating, and reads two negative reviews, both without any response. Even if you’ve addressed those issues privately, the silence sends a louder message than any apology could. According to a study cited by Customer Experience Dive (2024), two-thirds of consumers say negative reviews sway them away from a business, and 85% say seeing a response builds their confidence in the brand. That’s why responding is polite and extremely powerful
How Great Salons Handle Reviews (The Smart Way)
Salons that manage their reputation well don’t just fix problems after the fact—they’re proactive about communication and client experience. Here’s what the most successful ones do:
1. They reply to negative reviews quickly and professionally.
Ignoring criticism rarely works. A thoughtful response like:
"We’re really sorry this didn’t meet your expectations. Please reach out so we can make it right” can completely change the tone of the conversation. According to ReviewTrackers, nearly 45% of consumers are more likely to give a business a second chance if their complaint is acknowledged (ReviewTrackers, 2024).
2. They treat feedback as useful insight.
If multiple clients mention something like long wait times or rushed service, they don’t ignore it, they act on it. Honest reviews can reveal blind spots better than any internal survey ever could.
3. They ask happy clients to leave a review.
And that's totally okay. 70% of reviews happen simply because the business asked (Capital One Shopping, 2025). A quick follow-up text, a gentle ask at checkout, or a QR code by the door can make it easy and polite.
4. They showcase positive feedback.
Highlighting good reviews by quoting client’s comments on your homepage or pinning them on their instagram’s comment section builds credibility. This reminds clients why they love coming to you and why it is worth their time.
5. They check in before there’s a complaint.
Asking clients mid-appointment how they are feeling gives you the chance to fix small issues on the spot, not after they leave disappointed. This kind of care shows you are tuned in, and it prevents many negative reviews from happening at all.
How One Nail Salon Turned Reviews into Loyalty
One great example is Kreme de la Kreme Nail Lounge in Long Beach, California. Instead of brushing off bad reviews and ignoring them, the owner personally responded to every good and bad comment on Yelp. In one case, a client left a negative review about a service they were unsatisfied with. The owner replied publicly, acknowledged what happened, and explained how they were fixing it. It was not defensive, but honest and respectful.
According to a case study by Chunk of Change (2011), that one response did not just calm the unhappy client, it also showed everyone else that the salon cared and was willing to take accountability for their mistakes. Over time, this kind of transparency helped the business stand out from other salons that ignored their reviews entirely.
Final Thoughts: Online Trust = Real-Life Loyalty
At the end of the day, people want to feel confident before they trust anyone with their hair, nails, or skin, and that confidence usually starts with just a tap on the screen. Whether it’s a glowing five-star review on Google or a tagged post on Instagram, these digital signals carry real impact.
Great salons don’t just deliver great results. They communicate, listen, and take ownership when things go wrong. That’s what builds loyalty, and keeps clients coming back.
If you want to boost your reputation and keep your calendar full, your digital presence is the place to start.
If you’re ready to strengthen your reputation and turn client feedback into consistent bookings, QuarkBooker can help you make that happen. Try it today and start turning reviews into real growth.
QuarkBooker, Lee Ga Eun
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