How Estheticians Can Get More Clients from Google Before the Holidays

Right now, someone in your town is typing "facial near me" into Google.

Maybe she has a holiday party coming up. Maybe she wants to glow for family photos, or she's finally treating herself before the new year. Either way, she's ready to book, and she's going to choose one of the first few estheticians she sees.

The good news? Showing up for her doesn't require posting on social media every day. It starts with your free Google Business Profile, the listing that appears on Google Maps and at the top of local searches.

Here are seven simple ways to make your profile work harder for you before the holiday rush.

1. Claim and complete every section of your profile

If you haven't claimed your Google Business Profile yet, start there. Then fill in everything: your business name, category, address or service area, hours, phone number, booking link and website.

Google tends to favor complete, accurate profiles, and clients trust them more too. Choose the most specific primary category you can (like "Skin care clinic" or "Waxing hair removal service") and add secondary categories for your other services.

2. Add your services, with the words clients actually search

Think like your client. She isn't searching "dermaplaning with enzyme infusion." She's searching "dermaplaning near me" or "facial for acne."

List each service in the Services section with a short, friendly description that naturally includes those everyday words. Mention your city, too. "Customized facials for acne-prone skin in Boise" tells Google, and your future client, exactly who you help and where.

3. Update your hours for the holidays

Nothing loses a client faster than showing up to a closed door. Add your special holiday hours (and any extended evening or weekend appointments) so Google shows the right information. Accurate hours are a small detail that builds big trust.

4. Post weekly (yes, Google has posts!)

Your Google profile has its own posts feature, and most estheticians never use it. Share a quick update once a week:

• Your holiday gift cards
• A seasonal service, like a winter barrier-repair facial
• Your last day to book before the holidays
• A before-and-after (with your client's permission)

Each post keeps your profile fresh and gives searchers one more reason to choose you.

5. Make reviews part of your routine

Reviews are one of the biggest trust signals for a new client. The secret is to ask consistently, not occasionally.

Try this simple script at checkout, while your client is still glowing:

"I loved having you in today! If you have a minute, a Google review means the world to a small business like mine. I'll text you the link."

Then text the link right away. And reply to every review, whether it's five stars or four, with warmth and professionalism. Future clients read your replies too.

6. Show your space and your work with photos

People want to see where they're going and who they'll be with. Upload bright, real photos of your treatment room, your front entrance (so they can find you), your products, and you! Add new photos regularly, especially seasonal touches like your holiday décor.

7. Make booking effortless

Add your online booking link to your profile so a client can go from "facial near me" to booked in a few taps. The fewer steps between finding you and booking you, the more appointments you'll fill.

A simple weekly rhythm

You don't need hours for this. Try 15 minutes a week:

• Monday: share one Google post
• Every day: ask happy clients for a review
• Friday: reply to new reviews and add a photo or two

Small, consistent effort is what keeps you at the top of local search, long after the holidays are over.

Want the step-by-step?

Our Google to Booked class walks you through all of this, from optimizing your profile and choosing your keywords to building a review system and a simple weekly routine, so you can turn Google searches into a fuller book without burning out. It's beginner-friendly, made for estheticians, and just $27.

👉 Join Google to Booked

And if you want ongoing support, monthly continuing education and a community of estheticians cheering you on, come join us inside The Beyond Esthetics Membership.

Here's to your busiest, most joyful holiday season yet, bestie.

xo,
Tiff & Jess