If you’ve ever wondered why someone sees your post, loves your work… but still doesn’t book until weeks later (or maybe never), it’s because of the client decision funnel.
It’s basically the path someone takes from “hmm, interesting” to “here’s my credit card.”
The client decision funnel is an unconscious psychological process that your clients go through before booking. The wild part? You go through the exact same process yourself every time you’re a potential client for anything!
Here’s how it works:
Step 1: Awareness – “Oh, hey, you exist!”
This is when a potential client first discovers you or your spa.
Here’s an example of how awareness can happen and how you can support awareness efforts:
- Your spa: A paid ad on Instagram shows your spa’s facial of the month.
- You: Post consistently on your esthetician socials. Show real before-and-afters, film quick treatment vids, and tag your spa so new people find you.
Step 2: Interest – “Ooh, tell me more.”
Now they’re curious, but they’re not ready to book yet. They’re watching you.
- Your spa: The spa sends an email newsletter with a section explaining the benefits of a treatment and who it’s for.
- You: Highlight that section in your story. Answer potential FAQs (“Does it hurt?” “How long does it last?”). Share skin tips, and show your personality.
Step 3: Consideration – “Is this the right thing for me?”
They’re comparing you to other options, wondering if it’s worth it.
- Your spa: The spa’s website has service descriptions, pricing, and FAQs that help them feel confident.
- You: Share testimonials, post transformations, talk about how you customize treatments, and be clear about results + simplify aftercare steps.
Step 4: Conversion – “Let’s do this.”
They finally book!
- Your spa: The spa has an easy-to-use online booking system. It runs a savings campaign or sends a 72h promo email for guests who haven’t visited in a while that nudges them over the edge.
- You: Use personalized call-to-actions (“DM me to book this week”) and keep your booking link easy to find in your bio.
Step 5: Loyalty – “I’m never leaving you.”
Once they’ve had an amazing experience, they’ll keep coming back—if you keep showing up.
- The spa: The spa runs a loyalty program or sends thank-you emails with satisfaction surveys. They run regular savings campaigns to encourage long-term relationships.
- You: Post your regular clients (with permission), remember their preferences, personalize their experiences, personally rebook them, and follow up after treatments with tips or product recs. Keep them informed of savings opportunities.
Step 6: Advocacy – “You have to try them.”
When clients love their experience, they naturally want to spread the word.
Here’s why: We humans value social capital—the trust, influence, and recognition we earn within our networks. This is why sharing a great find enhances your clients’ own reputations in their circles while also benefiting your business.
This stage is about encouraging and amplifying that word-of-mouth.
- The spa: Invite clients to leave Google or Facebook reviews, run a referral program, and feature real clients (and client testimonials) in your marketing.
- You: Tell your clients about the referral program, help them find their referral codes, share before-and-after transformations (with permission), and encourage your clients to tag you and repost tagged stories from them
Why this matters for YOU:
Even if you don’t control the spa’s main marketing, you’re part of the funnel. Every post, every conversation, every client selfie is a piece of that journey.
So next time you’re wondering “should I take ten minutes to make that post?” remember: you might be the reason someone moves from just curious to ride-or-die regular.
Read More: Optimizing Every Touchpoint: How New Estheticians Can Build Strong Client Connections from Day One