How to Create a Spa Website That Soothes and Sells?

How to Create a Spa Website That Soothes and Sells?

Karol Andruszków
Reading time: 12 minutes
A woman in a bathrobe and a towel on her head is browsing the computer with open SPA website
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Feeling like your SPA is a hidden oasis... with no one finding it? 


Stop missing out on valuable clients because your SPA website isn't working as hard as you are. This guide will show you how to create a SPA website that not only looks stunning but also drives bookings and boosts your bottom line.

How to create a SPA website from scratch? 

From selecting the perfect domain name to creating a seamless booking experience, I'll guide you through everything you need to know to build a SPA website that captures attention, and most importantly, drives bookings. 


The number of SPA visits in the United States rose dramatically from 143 million annually in 2009 to 192 million a decade later, highlighting the growing demand for SPA services and the critical role a well-crafted website plays in capturing this market.


Ready to transform your online presence from tranquil retreat to client-generating oasis?

1. Pick a domain name for your SPA salon website

Your domain name is the first impression potential clients have of your brand online. It’s crucial to choose a domain name that is not only memorable but also reflective of the tranquil experience your SPA offers. 


Consider using keywords like "spa", "salon" or specific services in your domain to enhance your visibility and appeal. If local business is a priority, consider including your city or region in your domain name (e.g., or Opt for simplicity and relevance—names that are easy to spell and recall often stay with customers long after their browser has closed. What's the most crucial - ensure your chosen name isn’t already in use!

2. Define the purpose of your SPA website

Before diving into the design and development of an SPA website, it’s essential to clearly define its purpose. Understanding the "why" behind your website will guide every decision you make, from layout to content. To start, ask yourself these critical questions:


  • For whom is the website I want to design? 
  • What do I want to achieve by setting up a website for my SPA business? 
  • What are my visitors might be looking for? 
  • How will I keep visitors engaged?


Understanding the answers to these questions not only helps in creating a SPA website that meets your business needs but also ensures that the site resonates with your desired clientele. 

3. Prepare clear structure of website and it’s menu 

monitor with SPA website template with menu


The structure of your website should reflect the sophistication and calmness of your SPA brand, making every visitor feel welcome and well-informed. By planning your website’s layout thoughtfully, you ensure that users have a pleasant experience, encouraging them to book a service and return in the future.

Typical websites in the SPA industry include sections like Home, About Us, Services, Pricing, Blog, and Contact Information. Think about what absolutely must be included on your SPA website. Maybe you should add something extra, such as a section for courses you teach or discounts offered for treatments?


When you go through a point with website structure then there's another question for you - how will users navigate through your website for SPA business? Clear and well organized navigation bar is the answer! Consider categorizing services under broader themes such as 'Relaxation', 'Beauty Treatments', or 'Wellness Programs' to make navigation intuitive. Don’t forget to incorporate booking buttons or calls-to-action (CTAs) at strategic points to guide visitors towards making a reservation.

4. Decide of your website style

monitor with SPA website template with brand design


Your SPA website's design should captivate potential clients, reflect the quality of your services, and create a sense of trust before they even step foot through your door. 


Take a moment to research your competitors' websites. See what design elements they're using and what resonates with you. Remember, the goal isn't to copy, but to get inspired! You can also search for design inspiration on platforms like Instagram and Pinterest. Look for color palettes, layouts, and imagery that evoke the feeling you want your SPA website to convey. Is it modern and minimalist? Warm and inviting? Luxurious and serene?

⚡ BOWWE Growth Hack:

In BOWWE, the UI Kit allows you to define a consistent style across your website easily. The UI Kit in BOWWE includes essential elements like color schemes, typefaces, images and icons, menus, and navigation bars, which are critical for your website’s visual and functional sphere. By defining your UI Kit, you ensure that all sections and elements on your site adapt automatically to your branding with pixel-perfect precision. This tool is especially beneficial if you're looking to maintain consistency without manually adjusting each page.

5. Tell more about your SPA salon in About Us

monitor with SPA website template with section "About Us"


The "About Us" section is your SPA website's chance to connect with potential clients on a deeper level. It's your story, an opportunity to craft a message showcasing the unique personality and values that set your spa apart.


Share your SPA's story, perhaps it was established with a specific mission in mind? Make your story more inviting with high-quality visuals of your SPA and staff through professional photos and brief descriptions. Help clients feel confident that they are in good hands.


You can also use statistics to demonstrate your SPA's experience and achievements. For instance, you could mention the number of satisfied clients you've served, the variety of SPA services you offer, or the number of years you've been in business. Combine data with human touches, like a client testimonial or mention of an award you've won, to add credibility and build trust with potential clients.

6. Showcase your SPA offering

monitor with SPA website template with section "Offerings"


A compelling presentation of your SPA services can significantly influence booking decisions. Over one third of SPA clients look at facilities like a swimming pool and relaxation space when deciding to book more than one SPA day. Your SPA website should not only list the services you provide but also highlight what makes them unique and enticing. 


Special promotions and packages are especially great for attracting new clients and encourage repeat visits. Clearly highlight these special offers on your homepage and service pages. Consider using eye-catching graphics or banners to draw attention to these deals - this could include images of the treatment in progress, the relaxing environment of your SPA, or the results of a beauty treatment. Ensure that these promotions are updated regularly to maintain interest and relevancy.


Don’t forget about the most important part for converting customers - including on every service page a clear call to action, such as a "Book Now" button. 

7. Create a transparent pricing 

Always clearly list the prices for each service and package to build trust and enable customers to make informed decisions easily. With the average revenue per spa visit reaching $111.50 in the United States SPA industry in 2022, it’s clear that customers are willing to invest in quality SPA experiences. Develop special packages that combine several services at a reduced rate, such as a “Relaxation Package” which might include a massage, facial, and body wrap, offered at a price lower than purchasing these services individually. Keep your offerings fresh and aligned with customer needs by introducing seasonal specials.


Consider offering a subscription model where clients can pay a monthly fee for certain services, highlighting benefits like cost savings and exclusive access to treatments, which can appeal to regular customers and ensure steady revenue. 

8. Show off your work

monitor with SPA website template with section "Portfolio"


Create a dedicated portfolio page that displays before-and-after photos of your clients. This not only demonstrates the quality and effectiveness of your services but also builds trust with potential customers.

⚡ BOWWE Growth Hack:

BOWWE provides a specialized “Portfolio” application that can help you elegantly display your work. It’s designed to handle images and descriptions seamlessly, ensuring your SPA website remains aesthetically pleasing and functionally robust.

Take advantage of photos shared by your clients, especially those showcasing their experiences during or after their treatments. In the beauty industry, UGC (User Generated Content) is highly influential; clients love to show off their transformations and share their luxurious SPA visits. Include a section or a gallery for UGC to add authenticity and peer endorsement to your service offerings.


If you want to make an even bigger impact highlight your commitment to professionalism and continuous improvement by showcasing any training or courses your staff has undergone. Include certificates, photos from training sessions, or brief descriptions of the skills enhanced through these courses.

9. Share what customers think about your SPA services

monitor with SPA website template with section "Reviews"


Building trust and credibility with potential clients is paramount in the SPA industry. Consider this: customers deem businesses with a rating of 3.3 stars out of 5 as the minimum acceptable standard. Furthermore, 91% of individuals aged 18 to 34 trust online reviews as much as personal recommendations. Here's an example: A client who experienced a rejuvenating facial treatment at your SPA can leave a glowing review about your SPA services, highlighting the expertise of your staff and the overall ambiance of your establishment. Potential clients reading these heartfelt testimonials are more likely to feel confident about choosing your SPA, potentially leading to more bookings and positive online reviews that boost your search engine ranking. 


Don’t miss out this chance of converting new visitors into your happy clients and introduce a section with reviews on your SPA website! 

10. Add online booking to your SPA website

monitor with SPA website template with section "Book now"


Gone are the days of frustrating phone calls and endless email exchanges to schedule appointments. Online booking is a must-have for any modern SPA website, making it easier for clients to schedule appointments at their convenience and helping you manage bookings more efficiently.


Just think of a potential client who stumbles upon your beautiful website showcasing your luxurious deep-tissue massage. Intrigued, they can instantly book their appointment within minutes, all without leaving the comfort of their couch (and making your reception busy by calling them just to book a visit!). 


To make the best use of the power that gives your direct booking on your SPA website ensure that it is prominently displayed on every page, ideally in the header or as a floating button that follows users as they scroll. It should also go in a pair persuasive call-to-action like “Book Now” or “Schedule Your Appointment”. 

11. Include crucial contact information

A beautiful and informative website is only half the battle. You also need to make it easy for potential clients to contact your SPA and find your location. Include your phone number, email address, and physical address on your website. Make sure they are displayed prominently on your SPA website, ideally in the header or footer for easy access from any page.


In addition to your basic contact details, a user-friendly contact form would also be a useful addition. It allows visitors to easily reach out with questions or inquiries directly through your website. This streamlines communication and demonstrates your commitment to exceptional customer service.


For added convenience, include a map integration on your contact page. This allows clients to visually locate your SPA with ease, saving them time and minimizing frustration.


Adjacent to your contact information, consider placing links to your social media profiles. Strategically positioned social media icons or buttons make it easy for visitors to follow your SPA's journey online, increasing brand awareness and fostering community engagement. Encourage them to tag your profiles when posting photos of their visits or sharing the transformative effects of your services.

12. Take care of SEO for you SPA website

monitor with SPA website template with section "Rocket SEO" in BOWWE Builder


Even the most stunning SPA website won't thrive online if potential clients can't find it.  Search Engine Optimization (SEO) is crucial for increasing your website's visibility in search engine results, ensuring your SPA appears at the top when local users search for keywords like "SPA near me" or "best facials in [your city]". To identify relevant for your SPA business keywords use tools like Google Keyword Planner or Ahrefs

To show up for important for your SPA business keywords create high-quality content. This could include adding a blog to your SPA salon website and creating blog posts about various SPA treatments, the benefits of self-care, or seasonal promotions. Regular blog updates demonstrate your expertise and keep your website fresh, which search engines love!

⚡ BOWWE Growth Hack:

BOWWE's Basic SEO module is a perfect starting point for people with no prior SEO knowledge. It provides a user-friendly interface to walk you through essential SEO steps like title tag optimization and meta description creation.


For experienced creators or those seeking more in-depth SEO control, BOWWE offers a Rocket SEO module. This advanced suite allows for fine-tuning technical SEO aspects, further optimizing your website for search engine visibility.

When creating a website for SPA, one critical element you cannot overlook is mobile responsiveness. Ensure your website is fully optimized for mobile devices. A significant portion of web traffic originates from mobile users, and search engines prioritize mobile-friendly sites in their rankings. Employ responsive design techniques to guarantee that your site looks and functions seamlessly across all device sizes, enhancing user experience and boosting your SEO efforts.

⚡ BOWWE Growth Hack:

The good news is that every website created with BOWWE is automatically responsive, ensuring it looks flawless and functions perfectly on any device, whether it's a desktop computer, tablet, or smartphone. This is crucial for capturing leads from users searching for SPAs on the go.

13. Include online store

monitor with SPA website template with section "Online Shop"


With an integrated online store, clients can seamlessly purchase your recommended products directly from your website, eliminating the need for a separate shopping trip. This convenience fosters customer satisfaction and encourages repeat business. By incorporating an online store into your SPA website, you're not just creating a stunning online presence, you're also creating a powerful revenue generator.

How to create a SPA website - Summary 

editing of SPA website template in BOWWE Website Builder


Just think about it - double-booked weekends and a booming online presence. All thanks to a website that converts. This scenario is entirely achievable for your SPA business!


Utilize the tips provided in this guide to create a SPA website that not only meets but exceeds your clients' expectations. With a robust online presence, your SPA will be excellently positioned to flourish in the competitive beauty and wellness industry.

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Article by
Karol Andruszków

Karol is a serial entrepreneur, e-commerce speaker for the World Bank, and founder of 3 startups, as part of which he has advised several hundred companies. He was also responsible for projects of the largest financial institutions in Europe, with the smallest project being worth over €50 million.


He has two master's degrees, one in Computer Science and the other in Marketing Management, obtained during his studies in Poland and Portugal. He gained experience in Silicon Valley and while running companies in many countries, including Poland, Portugal, the United States, and Great Britain. For over ten years, he has been helping startups, financial institutions, small and medium-sized enterprises to improve their functioning through digitization.