Where Clients Find Stylists—Are They Finding You? 

At ArtistOnGo, we’ve helped thousands of independent hairstylists and estheticians find their dream salon spaces. And once they’re set up, the #1 question we get is:

“Okay, I’ve got my chair. Now how do I get more clients?”

This is the first of a two-part series. Today, we’re talking about where people actually go when they’re looking for a new stylist — and how to show up in those places. Next time, we’ll cover what to post and how to keep it simple.

You love doing hair. You’re already amazing at your craft. But growing your clientele can feel confusing — especially if you don’t want to spend hours posting on social media or hiring someone to “do your marketing.”

Let’s break it down.

Where Do Real Clients Look When They Need a New Stylist?

When someone is ready to book an appointment, here’s what they actually do:

Ask a friend: “Your hair looks amazing — who did it?”
Check out that friend’s Instagram story or post
Search Google: “Hair colorist near me,” “Balayage NYC,” etc.
Scroll deal sites like ClassPass, Gilt City, Pulsd
Watch TikToks of stylists explaining color or showing results

So how do you get discovered in those places — without making content creation your full-time job?Let’s start with the big one.

 People Look on Google — So You Need to Show Up There

When someone searches “blonde balayage midtown” or “keratin treatment near me,” they’re not checking Instagram — they’re on Google.

And Google shows them businesses, not individual people — unless you have a Google Business Profile.

To show up in Google searches, set up your Google Business page:

When someone searches “blonde balayage midtown” or “keratin treatment near me,” they’re not checking Instagram — they’re on Google.

And Google shows them businesses, not individual people — unless you have a Google Business Profile.

To show up in Google searches, set up your Google Business page:

• Go to business.google.com
• Add your name, service area, number, and pricing
• Upload 15+ photos — your setup, your results, your space
• Write what you specialize in:
  
  “Color specialist. Balayage $180-220. Glosses $100-140. Color correction $250-350.”
  
• Turn on messaging so people can text you directly
• Use the posts section like you would Instagram. You can write:

“Two color appointments available this Thursday”
“Just did this color correction — took 4 hours and she’s obsessed”

Bonus: Google shows this content to people before they even see your Instagram.

 Instagram = Your Portfolio (Not Your Billboard)

Instagram isn’t where strangers randomly find you. It’s where people go after hearing about you — to decide if you’re a fit.

They’re looking to see:

• What kind of hair you work on
• What your results look like
• What your salon vibe is
  

Here’s how to make a strong impression without stressing:

• Post 1x/week. You don’t need to do more.
  Take 3 photos: before, during, after
• Add a caption like:
  
  “She came in with grown-out blonde and wanted something warm and rich. Took 3.5 hours, and she was glowing when we finished. Taking appointments next week!”
  

That’s it. No hashtags needed. No fancy editing. Just real work, shared in real time.

TikTok = Where People First See Stylists Like You

You don’t need to go viral. But TikTok is where a lot of people now go to find new stylists.

They want to see someone explaining:

• What they’re doing
  
• Why it works
  
• Who it works for
  

Good TikTok ideas (that you’re probably already doing):

• “Here’s how I fix orange brass from box dye”
  
• “Why I used 3 developers in this color session”
  
• “How I prep my station before a 4-hour transformation”
  

Post the same videos you share on Instagram — but add a voiceover or text explaining the why. That’s what hooks people on TikTok.

Deal Sites = Real Local Traffic

People also browse deal platforms like:

• ClassPass (yep, they book salon services now)
  
• Gilt City
  
• Pulsd
  

These aren’t just “discount hunters.” These are busy New Yorkers looking for trusted professionals — and you can get seen without lifting a finger. Next week, we’ll talk about how to use these platforms + referral programs to fill your slow days.

So here is your cheat sheet : Use Each Platform for What It’s Good At

• Google = Where people search for stylists — show up with a real profile
  
• Instagram = Where people see your work — post once/week
  
• TikTok = Where people learn and say, “she gets it” — repurpose your IG content
  
• Deal sites = Where people book services they didn’t plan for — be there
  
• Friends = Still your best referrals — we’ll talk about how to boost this in Part 3
  

You don’t need to post daily or create content constantly.

You just need to be present in the right places. Let’s do that, together.

Want to see how others are thriving, check ArtistOnGo community