Ep. 37 - My (Boring) SEO Spa Method (Part 2)
Last month, over 55% of our new clients found us through Google.
But here's what's interesting: one esthetician on my team is completely booked out. Always. Even during the "slow" season.
The other two? They're just as talented. Just as qualified. Just as good at what they do.
So why is one consistently full while the others have gaps?
Google reviews.
And more specifically, whose NAME keeps showing up in those reviews.
Let me explain why this matters and exactly how to fix it for your team.
The Google Reviews Problem Nobody Talks About
You've worked hard to rank on Google. You followed the SEO method (hopefully from my last post). People are finding you.
Great.
But when they land on your Google Business listing and see reviews, whose name do they see?
If it's always the same person, that's who they're going to book with. Even if they could technically see any of your team members.
Why? Because reviews = trust. And new clients want to book with someone they can trust.
When Sarah's name shows up in 15 recent reviews and Jessica only has 2, guess who the new client requests?
It's not that Jessica isn't great. It's that Sarah's name is VISIBLE. She's building trust with people who've never even met her yet.
The Math That Creates Uneven Booking
Here's how this plays out:
Month 1:
Sarah asks for reviews consistently
New clients see Sarah's name in recent reviews
New clients specifically request Sarah
Sarah gets more clients who then leave more reviews
Repeat
Meanwhile:
Jessica doesn't ask as consistently
Her name doesn't show up in recent reviews
New clients don't know who she is
They book with Sarah instead (or the spa in general)
Jessica has gaps in her schedule
This compounds over time. Sarah stays fully booked. Jessica struggles during slower periods.
And it has nothing to do with talent. It's 100% about visibility and trust-building through reviews.
The Two-Part System That Fixes This
I use two methods to get Google reviews consistently for my entire team:
Method #1: The Thank You Card (Passive System)
We send thank you cards that say:
"Thank you so much! I would love to hear your honest feedback in the form of a Google review. If you bring this card back in, you'll get $10 off your next service."
This does two things:
Gets honest feedback (which you want)
Gets them to rebook (which you also want)
It's passive. It goes out automatically. It plants the seed.
Method #2: The Personal Text (Active System)
This is where the magic happens, especially in Q4.
I typically do this at the beginning of November when clients are getting into the season of giving and feeling grateful.
We send a PERSONAL text asking directly for the review.
Why text instead of email? Two reasons:
It feels more personal
People actually read their texts
The Exact Text Template (Make It Yours)
Here's the exact message I have my estheticians send:
Hi [Client Name]! This is Amanda from The Beach House Spa. I was going through my books and I just felt really thankful for how long you've been supporting me. If you have a spare moment, would you mind leaving me a Google review? I'd love to bring in more clients just like YOU. Either way, I hope you're staying warm! ❄️
[Google review link]
Notice a few things:
It's personal. I use the client's name AND my name.
It's grateful. I'm thanking them for their support, not demanding a review.
It's specific. I'm asking for a Google review and explaining why.
It's friendly. I add a seasonal touch at the end.
It includes the link. Make it EASY.
The Bougie Part (High Touch)
This is where most people stop. They think, "Okay, I'll send a nice personalized text."
Great. But if you have to write that out from scratch every single time, you're not going to do it consistently.
That's where the boring part comes in.
The Boring Part (What Makes It Sustainable)
I put this entire text into our spa phone as predictive text.
You know how when you type "OMW" it suggests "on my way"? Same concept. But for this review request.
Here's how we set it up:
Step 1: Everyone on my team has their own initials
I'm A
Another team member whose name starts with A is A2
We have L, M, S, K, etc.
Step 2: We create a shortcut for each person
For Ailyn (A2), her shortcut is A2GR (stands for Google Review)
Step 3: When she types A2GR in a text, this auto-populates: Hi [she types the name]. This is Ailyn from The Beach House Spa. I was going through my books and I just felt really thankful for how long you've been supporting me...
Step 4: She customizes the ending
"Hope you're enjoying the holidays!"
"Congratulations on your new job!"
"How's the new puppy?"
Step 5: She pastes in the Google review link and sends
The entire process takes maybe 30 seconds.
How to Set Up Predictive Text (iPhone)
Settings → General → Keyboard → Text Replacement → Add New
Phrase: Your entire review request message
Shortcut: A2GR (or whatever makes sense for that team member)
Now whenever that person types their shortcut, the whole message appears. They just add the client's name and a personal touch at the end.
Why We Customize It for Each Team Member
When I set this up with Ailyn, I didn't just write it and hand it to her.
We sat down together and I asked:
"Does this actually sound like you?"
"Would you say it this way?"
"Would you add more emojis?"
The text needs to sound like HER, not like me. Otherwise it feels fake and clients can tell.
Each team member gets their own version that sounds authentic to them.
When NOT to Ask for Reviews
Please, for the love of all that is holy, use common sense about timing.
Don't ask someone who just:
Had a baby
Experienced a loss
Is clearly going through something difficult
Just had their first appointment
Do ask someone who:
Has been coming for months or years
Just had a great experience
Naturally gushes about you
Has referred friends before
Read the room. Be a human.
The Compounding Effect on Your Team
Here's what happens when you implement this systematically:
Week 1: Ailyn asks 5 long-term clients for reviews. 3 leave reviews mentioning her name.
Week 2: New clients searching on Google see Ailyn's name in recent reviews. Two specifically request her.
Week 3: Those clients have great experiences. One leaves a review mentioning Ailyn.
Week 4: More new clients see Ailyn's name. Her schedule fills.
Month 2: Ailyn is consistently booked because new clients trust her based on reviews.
Now imagine doing this for your ENTIRE TEAM.
Everyone asks for reviews consistently. Everyone's name shows up. Everyone gets booked by new clients finding you on Google.
That's equity. That's fair. That's sustainable.
The "But I Feel Weird Asking" Objection
I hear this all the time. "I feel weird asking for reviews. It feels pushy."
Let me reframe this for you:
You're not begging. You're not being salesy. You're asking loyal clients who already love you to help you bring in more people LIKE THEM.
Most clients WANT to help you. They just don't think about it unless you ask.
And the text I shared? It's appreciative and grateful. It's not demanding. It's not pushy.
It's: "Hey, I'm thankful for you. If you have a moment, this would really help me."
That's not weird. That's human.
Your Action Plan for This Week
Today:
Set up predictive text for yourself with your review request
Identify 3-5 long-term clients to ask this week
This Week: 3. Send those 3-5 requests 4. When reviews come in, thank those clients personally
This Month: 5. Set up predictive text for each team member 6. Have everyone send 5-10 requests 7. Track what happens
This Quarter: 8. Make this a monthly habit 9. Watch your Google reviews (and bookings) grow
It's boring. It's systematic. It's simple.
And it works.
Ready to build systems like this throughout your entire spa?
Fill out this intake form to book a free 30-minute discovery call with me. I help spa owners create sustainable processes that get real results without the overwhelm.
If you're tired of things falling through the cracks and ready for boring, effective systems that actually work, let's talk. Let's figure out what your spa needs to run smoothly while keeping everyone booked.
