Digital for beauty salons: online booking, repeat visits and Instagram ads.
Clients choose a master by their Instagram portfolio, book via Direct and then don't show up without a reminder. We build the system: a website with booking for a specific master, CRM with automated WhatsApp reminders, targeted ads for the right audience and SEO for service queries in your area.
Six directions for beauty salons.
Online booking per master, price list, portfolio, Kaspi Pay, two languages. Service landing page or full salon website.
from ₸300,000Mobile appFor salon chains: master booking, bonuses, memberships, push notifications, Kaspi Pay. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationInstagram and WhatsApp leads in one funnel, reminders, client retention, integration with the booking system.
from ₸350,000SEOService and neighbourhood pages, 2GIS and Google, Kazakh version, reviews. Results in 3–4 months.
from ₸200,000/moTargeted adsInstagram and TikTok by neighbourhood, masters' work, service offers, leads to WhatsApp and CRM, cost per booking.
from ₸150,000/moSearch adsGoogle Ads for hot service queries, service landing pages, call tracking, cost per booking in the report.
from ₸150,000/moA beauty salon lives on repeat visits: manicure and pedicure — every 3–4 weeks, haircut — every 5–6 weeks, skincare treatments — in courses. Acquiring a new client is expensive, so the main goal of digital is not only to bring them in the first time but to retain them: remind them it's time to book, offer a membership, bring them back if they've been absent for a while.
Instagram is the primary channel for choosing a master in Kazakhstan: clients browse portfolios, read reviews and write in Direct. But Direct is not a CRM: requests get lost, the administrator can't keep up with replies, and conversion to bookings drops. A website with online booking for a specific master, a price list and a portfolio moves Instagram traffic into a managed funnel.
Below is what we do for beauty salons, nail studios and cosmetology practices — each direction has its own page with features, integrations and prices.
What salons come to us with.
- Bookings are managed in Direct, messengers and a notebook simultaneously — some clients are lost and the administrator doesn't know the masters' workload for next week.
- A client booked and didn't show up: the chair sits idle, the master loses money and no reminder was ever sent.
- Ads run across the whole city even though most clients come from nearby streets and through referrals.
- There's no retention system: a client came three months ago and disappeared, and nobody sent a 'time for your manicure' message.
- There's an Instagram account, but leads from it aren't tracked — it's unclear how much one new client from ads actually costs.
- A cosmetology practice doesn't know how to advertise injections and hardware treatments: ad moderation keeps rejecting the ads.
What matters specifically in Kazakhstan.
- Instagram is the main showcase for a salon: masters' work, Stories with promotions, Reels with the process. Most clients make a decision after viewing the profile, so the website and ads should lead there or mirror the portfolio.
- Kaspi Pay and gift certificates — payment via Kaspi Pay has become the standard; Kaspi Gift certificates are popular as gifts and bring in new clients without an ad budget.
- Online booking systems — YClients, Altegio and DIKIDI are widely used in Kazakhstani salons; the website and CRM must integrate with them rather than create a parallel record-keeping system.
- Two languages — in Алматы Russian is sufficient, but in Астана, Шымкент and the regions part of the audience searches for «шаш кесу», «маникюр бағасы» in Kazakh; a separate version generates traffic with no competition.
- Cosmetology licence — practices offering hardware treatments and injections must hold a medical licence; its number must appear on the website, and ads for injections go through additional moderation in Meta and Google.
- 2GIS — a salon listing with photos, a price list and reviews in 2GIS attracts clients searching 'beauty salon nearby' just as effectively as paid ads; in Kazakhstan 2GIS is used more actively than Google Maps.
The sequence that pays off fastest.
- Website or landing page with online booking for a specific master and a price list — without this, ads lose conversion at the 'where do I book?' stage.
- CRM with WhatsApp reminders — eliminates no-shows and launches client retention; it pays off faster than any ad channel.
- Instagram targeting for 2–3 services with a clear offer — first bookings within 1–2 weeks of launch.
- SEO for service and neighbourhood queries — slow but the cheapest traffic source; results in 3–5 months.
- App — for a chain of several locations with a client base and a loyalty programme.
Why retention matters more than acquisition.
Based on our experience and market data, acquiring a new beauty salon client costs 3–7 times more than bringing back an existing one. With a visit cycle of 3–4 weeks, a client who comes regularly for a year generates 12–15 visits with no additional ad spend.
An automated 'time for your manicure' reminder sent 25–30 days after a visit brings back 30–50% of clients who would otherwise simply forget to book. Memberships for 5–10 treatments lock a client in for 2–3 months ahead and improve the salon's cash flow. That's exactly why CRM with automation is the first priority after the website — not an add-on to advertising.
Beauty salon FAQs.
How much does a website for a beauty salon cost?
A landing page for one service or master — ₸250,000–₸400,000; a full salon website with a price list, masters, online booking and portfolio — ₸600,000–₸1,200,000. Details on the website for beauty salons page.
Which ads work better for a salon: targeting or search?
For most salons we start with Instagram targeting: clients choose a master by their work, and the visual format outperforms search. We add search ads for cosmetology and services with clear demand — 'eyelash extensions Almaty', 'laser hair removal price'. Budget from ₸200,000 per month per platform.
Do I need a CRM if I already use YClients or DIKIDI?
YClients and DIKIDI are booking and scheduling systems, not a sales funnel: they don't capture leads from Instagram and WhatsApp, don't automate client retention by segment and don't show conversion from inquiry to visit. CRM closes that gap and integrates with the booking system.
How do I reduce no-shows?
Booking confirmation in WhatsApp immediately after scheduling, a reminder 24 hours before and again 2 hours before with a reschedule button. Based on salon experience this cuts no-shows by 1.5–2×. Takes 1–2 weeks to set up in CRM.
Does a salon need a mobile app?
A single salon — generally no: online booking via the website and WhatsApp covers the need. A chain of 3+ locations with a loyalty programme and a base of several thousand clients gets repeat visits and push notifications cheaper than SMS. More details — app for beauty salons.
Other industries
Do you run a salon or studio? Describe your task — we'll say where to start and what it costs.
Tell us how many masters and locations you have, where clients currently come from and what hurts most: no-shows, lost leads or ads. We'll reply with a plan and estimate within 1–2 business days.