Most salon owners hate asking for reviews. It feels pushy, awkward, and desperate.
But here’s the truth: you’re not actually asking. You’re creating a system that makes leaving salon reviews feel natural for clients who already love you.
Salon Afton proved this works. They grew from 154 reviews to over 1,100 in 24 months using a simple, repeatable system. No begging. No bribing. Just smart timing and clear communication.
This post shows you exactly how they did it. You’ll learn when to ask, what to say, and how to make the process effortless for clients who are already thrilled with their experience.
Why 100 Reviews Change Everything
Your competitor down the street has 180 reviews. You have 42. Guess who gets the booking when a client searches “balayage near me”?
It’s not about being better. It’s about looking trustworthy to someone who’s never met you.
The Trust Threshold
Google’s algorithm treats 100+ salon reviews as a major trust signal. Salons above this threshold rank higher in local searches than those below it.
But the bigger impact is human psychology. Clients scroll past salons with 30 reviews to book appointments at salons with 200+.
They’re not reading every review. They’re looking at that number and making a split-second trust decision.
What Reviews Actually Do for Your Business
Reviews aren’t just social proof. They’re revenue generators that work while you sleep.
Each five-star review tells Google you’re relevant and trustworthy. More reviews mean higher rankings—Google’s ranking formula rewards active, engaged profiles. Higher rankings mean more profile views. More views mean more bookings.
Salon Afton saw this directly. Their 541% review growth drove a 1,000%+ ROI in 24 months. $70,000+ in attributed revenue came from improved local search visibility.
The System That Gets Reviews Without Asking
The secret isn’t asking better. It’s asking at the right moment with zero friction.
Think about when clients feel most excited about your work. It’s not when they book. It’s not when they arrive. It’s the exact moment they see their finished hair in the mirror.
Timing Is Everything
Capture enthusiasm while it’s hot. Ask for a review within 24 hours of the appointment.
Wait three days, and their excitement has cooled. Wait a week, and they’ve forgotten half the experience. Wait a month, and you’ve missed the window completely.
The best review systems work automatically. Clients receive a simple text within two hours of leaving your salon.
The Two-Tap Review Process
Every extra step kills conversion. Make it ridiculously easy.
Send a text with a direct link to your Google review page. No login required. No navigation needed. They click the link, see the star rating, and tap five stars.
Then they can add a comment if they want. Many will. But the key is making the rating itself take just two taps: click link, tap stars.
What to Say (And What Not to Say)
Keep your message short and genuine. You’re not begging. You’re making it easy for happy clients to share their experience.
Bad example: “Please please please leave us a review! We really need it and would be so grateful if you could take a moment to help our small business grow.”
Good example: “Hi Sarah! Thanks for letting us transform your color today. If you loved the result, we’d appreciate a quick review. [link]”
See the difference? The second version assumes the experience was great. It’s confident, brief, and makes the action clear.
Important: Never ask for reviews at checkout. Google is actively cracking down on salons that pressure clients at the register. Wait until they’ve left, then send a follow-up text.
Building Your 90-Day Review Engine
Getting to 100 salon reviews in 90 days means averaging just over one review per day. That’s achievable if you’re seeing 8-12 clients daily with decent response rates.
Your success depends on three elements: consistency, personalization, and timing automation.
Consistency Beats Perfection
Send the review request to every client, every time. No exceptions for regulars. No skipping because you forgot. No “I’ll do it later.”
The salons that hit their review goals are the ones with automated systems. Manual follow-up always fails because you’re busy running a business.
Set up a system that sends the request automatically after every appointment. This isn’t optional—it’s the foundation of everything else.
Personalization Increases Response Rates
Use the client’s name. Reference their specific service.
“Hi Jessica! Your highlights turned out amazing” gets better responses than “Thanks for visiting our salon.” Generic messages feel like spam. Personal messages feel like genuine appreciation.
This doesn’t mean writing unique texts by hand. Good systems let you set templates with automatic name and service insertion.
Overcoming the “I Don’t Want to Bother Them” Fear
You’re not bothering anyone. Clients who loved their experience want to help you.
Think about the last time you had an exceptional meal at a restaurant. Didn’t you tell your friends? Didn’t you consider leaving a review? Your clients feel the same way about great hair.
The ones who didn’t love their experience won’t respond. That’s fine. You’re not forcing anyone. You’re simply removing friction for people who are already happy.
What to Do When You Get a Bad Review
Bad reviews happen. Even Salon Afton has a few one-stars mixed in with their 1,100 total reviews. (If you suddenly get multiple vague one-star reviews overnight, that might be a fake review scam—handle those differently.)
The key is how you respond. A professional, empathetic response to a negative review often impresses potential clients more than five-star reviews do.
Respond Within 24 Hours
Speed shows you care. Acknowledge their concern immediately.
Thank them for their feedback. Apologize for their experience, even if you disagree with their assessment. Offer to make it right privately.
Public responses aren’t arguments to win. They’re demonstrations of your professionalism for everyone else reading.
Never Get Defensive
The worst thing you can do is argue with a bad review. It makes you look petty and unprofessional.
Remember: future clients are reading your response. They want to see how you handle problems. Show them you’re reasonable, empathetic, and committed to client satisfaction.
Even if the review is completely unfair, take the high road. Your composure speaks louder than the complaint.
Turn Negatives Into Positives
A well-handled bad review can actually increase bookings. It shows you’re real, you care, and you fix problems.
Potential clients know no business is perfect. What they want to see is how you respond when things go wrong.
One thoughtful response to a negative review demonstrates more character than 50 five-star salon reviews. Use it to showcase your professionalism.
Advanced Tactics That Accelerate Growth
Once your basic system is running, these strategies can push you past 100 reviews faster.
They’re not required. But if you want to hit your goal in 60 days instead of 90, this is how.
Incentivize Honestly (Without Bribing)
You can’t pay for reviews or offer discounts in exchange for them. That violates Google’s policies.
But you can run a client appreciation month where everyone who visits gets entered into a drawing. Some of those clients will leave reviews because they’re already thinking about your salon.
The difference is subtle but important. You’re rewarding all clients, not specifically review-leavers.
Leverage Social Media
When clients post photos of their hair on Instagram, that’s your cue. They’re already excited and public about their experience.
Comment on their post: “Gorgeous! If you loved it, we’d appreciate a quick Google review too. [link]” They’re one tap away from converting social enthusiasm into a lasting review.
This catches people in their proudest moment. They’ve already put their result out there. Asking for a review is a natural next step.
Maintaining Momentum After 100
Hitting 100 salon reviews isn’t the finish line. It’s the beginning of sustainable growth.
Salon Afton didn’t stop at 100. They kept their system running and grew to 1,100 reviews. That consistent growth turned into market dominance and #1 rankings across 88% of their local area.
Keep the System Running
The biggest mistake is celebrating 100 reviews and then stopping. Your competitors aren’t stopping.
Let your automated system keep working. New reviews push old ones down, keeping your profile fresh. Google rewards recent activity with better rankings.
A salon with 150 reviews and 20 new ones this month outranks a salon with 200 reviews and zero new ones.
Use Reviews to Improve Your Service
Read your reviews. Look for patterns in what clients mention.
If five people mention your “relaxing atmosphere,” that’s part of your brand. Lean into it. If three people mention “hard to find parking,” that’s a problem to solve.
Reviews are free market research. They tell you exactly what clients value and what frustrates them.
Respond to Every Review (Good and Bad)
Thank clients for five-star reviews. It takes 30 seconds and shows you’re paying attention.
“Thank you Jessica! We loved creating your new color. Can’t wait to see you again!” These small acknowledgments build loyalty and encourage future reviews.
Plus, Google favors businesses that engage with their reviews. Response rate affects your local search ranking.
The 90-Day Reality Check
Here’s what getting 100 salon reviews in 90 days actually looks like in practice.
You need about 1.1 reviews per day. If 10-15% of clients leave reviews when asked, you need 7-11 appointments per day to hit that goal.
Most salons see 8-12 clients daily. That means if you’re consistent with your system, you’ll hit 100 reviews in 90 days—or potentially faster if you’re on the higher end of daily appointments.
Week 1-2: System Setup
Get your automated system running. Test it with a few appointments. Refine your message based on initial responses.
Don’t expect massive volume yet. You’re building the foundation. Focus on consistency, not results.
Week 3-6: Momentum Builds
Reviews start flowing in. You might see 2-3 per day as clients respond to your requests.
This is when you refine timing, test different message variations, and train your team on the process. Small optimizations here compound over time.
Week 7-12: Crossing the Finish Line
Your profile looks noticeably different. Potential clients see a growing, active review count.
You’ll notice more profile views, more phone calls, and more bookings. That’s the algorithm responding to your increased review activity.
By day 90, you’re past 100 reviews. More importantly, you have a system that keeps working long after you hit that milestone.
Ready to Build Your Review System?
The salons that dominate local search all have one thing in common: consistent review generation. It’s not magic. It’s a system.
Salon Afton proved what’s possible when you automate the process correctly. From 154 to 1,100 reviews. From invisible to #1 in their market.
The strategy is simple: capture enthusiasm immediately, remove all friction, and run the system consistently. Do that for 90 days, and you’ll have more salon reviews than 90% of salons in your area.
Want to see how Salon Afton built their automated review system? We documented the entire process and would love to share it with you. No hard sell—just an honest conversation about what’s possible for your salon.
