How to Get More Customers as a Spa
Forget the marketing hype. For most spa owners, more guests comes from doing one thing well: showing up at the top of Google when someone searches for "spa near me". Here's how.
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Where Spa Customers Actually Come From
Most spa owners overestimate social media and underestimate Google. The honest breakdown for a typical spa: roughly 60% of new guests come from local Google search, 20% from word of mouth, 10% from directories like Treatwell, and the remaining 10% is everything else combined.
Local Google search
Someone types "spa near me" and clicks one of the top 3 results in the map pack. Owned, ranking-driven, compounds.
Word of mouth
A friend, neighbour, or family member recommends you. Often they'll still Google-check you before calling.
Directories
Platforms like Treatwell send paid leads. Useful for top-up — terrible as a primary channel.
Everything else
Social media, leaflets, vehicle wraps, Google Ads, and your existing customer database all combined.
Why Google Reviews Bring You Customers
60% of your guests come from Google search. Spa visits are about experience and relaxation. Reviews about ambiance, therapist skill, cleanliness, and value for money help potential guests choose your spa for their next treat or gift. Reviews are the bridge between someone typing your search term and someone calling your number — the higher you rank and the more reviews you have, the wider that bridge gets.
"spa near me"
Google shows the top three results for this search based heavily on review count, rating, and recency. Most clicks go to those three.
Trust signal
For a spa, reviews are the first social proof potential guests see — long before they ever talk to you.
Permanent asset
Unlike Treatwell, Google reviews are free, owned by you, and don't disappear when you stop paying.
Why You're Not Getting Enough Calls
It's almost never because you're bad at the work. It's one of these four reasons — and they're all fixable.
Spa visits are occasional — customers need prompting to review
You compete with hotel spas and day spa chains
The experience is the product — one bad moment ruins it
Gift vouchers mean the reviewer isn't always the buyer
Top-ranking spas typically have 50-200 Google reviews.
The Acquisition Engine Behind the Calls
Customer acquisition for a spa is mostly a review collection problem in disguise. Fix the collection and the calls follow. Grow Our Reviews handles the collection automatically, so the acquisition takes care of itself.
Finish a treatment
Wrap up the work the same way you always have. Nothing changes in how you operate.
Add the guest
Drop their name and mobile into the app — fifteen seconds, from your phone.
Reviews land
Happy guests post directly to Google. Unhappy ones give you private feedback first.
Examples — From Search to Customer
Three real journeys. A homeowner searching for a spa day, someone urgently needing a massage, a referral checking your profile before they call. Each one is a guest won or lost on what they see.
spa day
A guest who's just had a spa day from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
massage
A guest who's just had a massage from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
couples treatment
A guest who's just had a couples treatment from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
facial
A guest who's just had a facial from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
Pricing to Get You More Customers
14-day free trial on the plan you choose. Card required. Cancel from the dashboard anytime.
Lite
Enough credits for around 30 treatments a month.
- Up to 30 message credits per month
- SMS review requests
- Automatic follow-up nudges (can enable/disable)
- Sentiment gate (review filtering)
- Analytics dashboard
- Email support
Starter
Enough credits for around 150 treatments a month.
- Up to 150 message credits per month
- SMS review requests
- Automatic follow-up nudges (can enable/disable)
- Sentiment gate (review filtering)
- Analytics dashboard
- Email support
Growth
Enough credits for around 300 treatments a month.
- Up to 300 message credits per month
- Everything in Starter
- Priority support
Common Questions
What's the fastest way to get more guests as a spa?+
Improve your Google ranking. Reviews are the fastest lever — typical lift in 4-8 weeks of consistent collection. Paid ads are faster but don't compound, so the moment you stop paying, the guests stop.
Should I advertise on Google or build organic ranking?+
Both, in that order. Organic ranking via reviews is the long-term asset. Paid ads make sense once your profile converts — they don't make sense to a profile with 12 reviews.
Do directories like Checkatrade still work?+
For spas they can — but the ROI rarely beats Google. A pound spent on review collection compounds for years. A pound spent on Treatwell stops working the moment you stop paying.
How many extra guests can I expect from better reviews?+
A typical spa moving into the top three local results sees enquiry volume roughly double. From there it compounds — more guests mean more potential reviewers, which means even better ranking.
Your next guest is already searching.
They typed "spa near me" five minutes ago. The question is whether your spa shows up in the top three or the third page. Reviews decide which.
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Other Beauty we work with
The same approach works for adjacent beauty — same automation, different defaults.
More for spas
Same topic, different angles — useful if you're researching how reviews fit into your wider spa business.
Further reading
Articles from the blog that go deeper into the topics on this page.