Full-Service System Checklist

Onboarding (one-time)

Get set up before anything ships.

• Collect access: social accounts, Google Business Profile, website, Drive folder
• Brand discovery: capture logo, fonts, colors
• Lock positioning and voice
• Stand up the client approval site and inspiration page
• Client agreement signed (rights and consent clause, indemnity)

Foundation

• Apply the salon's existing logo, fonts, colors the same way everywhereWe do not create logos. Refer out if they have none.
• Write everything in the salon's locked voice

Website (Squarespace)

• Build or refresh the Squarespace site: page per service, team, story, first-visit
• Keyword research (Google Keyword Planner, autocomplete, competitors, Perplexity)
• Page titles, descriptions, H1s, and city words from the keyword map
• Inject schema via Code Injection (HairSalon, Service, FAQ, AggregateRating)
• FAQ pages written for AI search
• Connect Google Search Console and submit sitemap
• Book button on every page, connected to their booking system
• Display real reviews on the site (Featurable free, or Elfsight)
• Alt text on all images
• Schedule the yearly refresh
• AI chat widget (Chatbase)Upsell

Google Business Profile

The heaviest lever for "near me." Most of the win lives here.

• Claim and max out every field: category, services, hours, photos
• Add the Book button (booking link)
• Weekly Google posts (ride the Sprout content drop)
• Track map-grid rank (Local Falcon)

Content

• Schedule photoshoots and set up footage intake to Drive
• Monthly reels, carousels, and product posts via Sprout
• Education plus a signature recurring series
• Extend to Pinterest, TikTok, YouTube where it fits

Engagement

• Answer DMs and comments in the Sprout inbox, in the salon's voice
• Set the Meta hidden-words spam filter once

Reputation

• Turn on compliant review requests (booking software plus front-desk QR). Ask everyone, gate no one.
• Reply to every review, negatives flagged for owner eyes first
• Flag and dispute fake or policy-breaking reviews

In-salon marketing New

• Design a branded photo spot, window decals, mirror clings, QR cardsWe design the artwork. Salon prints and places it.

Promote offers and events

• Make posts, graphics, banners, and Google post for any offer or eventWe are the megaphone. Salon owns the offer and the logistics.

Reporting and strategy

• Monthly plain-English report with a "what's next" plan
• Competitive read at onboarding, then quarterly
• GA4 installed on the site
• Founder strategy call (Full Service tier)

Conditional Only if it fits

• Email and SMS marketingNeeds admin access to their list. Opt-in only.
• Marketplace profiles (Booksy, Vagaro) optimized, if they have one
• Bridal storefront (The Knot, WeddingWire), if they do weddings
• Employee advocacy: stylists reshare the salon's posts

Paid tier Upsell

Sold once the free presence is strong. Ad spend billed to the salon.

• Paid ads: Meta, Google Search, Google Local Services (CA and FL only)
• Missed-call text-back (Twilio build or their booking software)
• Brand-name defense: monthly name search plus a defensive ad if needed

Tools to have set up

• Local Falcon (~$25) for map-grid rank
• Microsoft Clarity (free) for heatmaps
• Listings claimed by hand: Apple Business Connect, Bing Places
• Later, when funded: DataForSEO, Peec AI, BrightLocal

Compliance habits (every salon, always)

• Never gate reviews
• Licensed audio only (in-app for organic, ad-cleared on ads)
• Honest claims, no medical guarantees
• Only the salon's own media
• Opt-in only for SMS and email