A salon website has to book a specific person. Clients do not search for a salon, they search for a stylist, a barber, or a lash tech whose work they saw, and they want that person’s calendar. So every chair gets a page: the work, the prices, the hours, the license, and a book button that lands in that stylist’s calendar in Vagaro, Booksy, Square Appointments, GlossGenius, or Fresha, on your domain.
The menu comes next, with prices. A first-time client does not know the difference between a partial and a full balayage, and a menu that explains it, with a starting price and a time, gets the booking a vague one loses. Deposits for color, extensions, and lash sets, and a cancellation window, sit on the booking screen where nobody can say they did not see them.
Instagram stays where it is and the site pulls it in, sorted by stylist, with a book button under the work. Gift cards sell on the site in December. A review request text goes out after every visit while the client still loves the hair. Booth renters get their own pages, with their own prices and their own book links, and the salon keeps the search presence.
Underneath: a page for each service you want to rank for, balayage, fades, extensions, lashes, brows, a page for each neighborhood or city you draw from, schema that tells Google what kind of salon you are, and a Google Business Profile that matches the site. That is what puts an independent salon in the results next to Drybar and the franchises.