If I Were Starting a Beauty Business From Scratch, I’d Invest in These 3 Pieces of Copy. (And No, It’s Not a TikTok Bio)
- Rachel Medlock
- Jul 21
- 3 min read
The other day, someone asked me: “If you were launching a beauty business from scratch, what copy would you invest in first?”
I didn’t even pause to sip my third almond latte of the day.
After writing for over 250 beauty brands, I’ve seen what gets skimmed, what gets remembered, what gets people to book the appointment and what makes me break out in hives (like copy-pasting from a supplier's PDF).
If you’re starting a beauty business from scratch or finally treating your side hustle like the real deal, here’s the copy that deserves your budget first👇🏼
1. Home Page Copy
You’ve got literal seconds. That’s it. Your homepage has to work harder than a lash tech in December.
Your website is often referred to as your 'digital shopfront', which makes your home page the welcome mat.
Sadly, most mats are giving slightly damp, confusing, and covered in marketing buzzwords.
Your home page needs to tell people exactly what you do, why it matters, and who it’s for in under 8 seconds. No pressure.
If your homepage opens with something like “Welcome to [business name], your one-stop shop for beauty needs,” we need to have a serious chat.
It should quickly (and clearly) tell people:
Who you are
What you specialise in
Why they should care
And most importantly, what they should do next, thanks to smartly placed calls to action that guide people straight to your booking button.
You’re not just trying to sound cute. You’re guiding someone from “I’m kinda curious” to “I’m clicking ‘Book Now’ without thinking twice.”
2. About Page Copy
Please, I beg, do not make your About Page a paragraph about how you were “always obsessed with skincare.” That’s lovely, but also, everyone says that.
Your About Page is where you bring the brand to life. Not just your qualifications (though we do love a certified queen), but your vibe, your philosophy, your secret sauce.
Because clients don’t just buy treatments. They buy you. Let them meet you.
So rather than treating this section like a bio you’d submit for a school award, use it to connect the dots:
What do you believe in?
Why do you do things the way you do?
How do your skills, experience, or personality make the treatment better for the person reading it?
How do you know how the person Googling "why does my skin hate me" at 10pm feels?
3. Treatment Menu Descriptions
No, not the default ones that came with your laser device and definitely not a copy-paste job from the clinic down the road.
Treatment menu descriptions are so often overlooked, and it shows.
Your treatment menu is where you showcase your expertise and give the client that "ooooh tell me more" moment. Done right, it’s persuasive without sounding pushy and informative without needing a dermal degree to decipher.
It should reflect your skill, your results, and your personality. Whether you’re science-y, sensory, or somewhere in between, your treatment menu is not the place to be generic. It’s the place to stand the heck out.
Your treatment menu is the one place people actually stop to read. They’re in decision mode. They’re comparing. They’re asking:
What does this actually involve?
Will this work for me?
Why should I book here and not somewhere else?
If your answer is, “Well, every facial is different depending on the client…” that's even more reason to get clear on the constants. The why behind your process. The things that make your approach distinct. Give people a taste of what the treatment may include. Let them imagine what it feels like. Share what your intention is behind it.
Notice a theme?
Every single one of these points is rooted in purpose.
WHY you do it the way you do.
WHY that matters to the person booking.
WHY words that sound “nice” aren’t enough.
Good copy isn’t fluff. It’s not filler. It’s a full-time staff member in your business that's introducing you, advocating for you, and turning browsers into believers (aka, bookings).
This is especially important when you're starting a beauty business from scratch.
If you’re starting from scratch, these three areas are your foundation. Get them right, and the rest starts to feel a lot easier.
Want me to write them for you? I’ve got a booking button too, and trust me, the copy works😉
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