Every month we look at what people type into Google before they reach The Hair and Beauty Directory. It is a rare view of what clients wonder before they book, and what professionals are trying to work out behind the scenes.

Not every search here will apply to your business. You may not offer BIAB, aesthetics or training. But together they show how people search for treatments now, and what they need to see before they feel confident enough to book. Read it with your own business in mind and pick out what fits.

The big picture

• People search in questions, not treatment names. They type "is BIAB the same as builder gel", "who is not suitable for anti wrinkle injections" or "can a salon charge you for a missed appointment". They want an answer, not a list.
• Clients search by treatment and town. Lash extensions plus a town, botox near me, sports massage plus an area. Being listed for the right treatments in the right places matters.
• Professionals are looking for support. Pricing, insurance, room rental, policies, coaching and why the diary has gone quiet all came up.

Why this matters: every search is a question a client could not answer from a salon's own website, menu or social media, so they asked Google instead. Whoever answers that question clearly is often the one who gets the booking.

Nails: do you explain what BIAB is and what it does?

What people are searching: "is BIAB the same as builder gel", "BIAB or acrylic", "can you have extensions with BIAB", "what is BIAB", "is BIAB better than acrylic".

Why it is happening: BIAB is a brand of builder gel, but the name is now used for almost any builder gel manicure. Clients see it on different menus at different prices and hear about it on social media, but cannot tell whether they are comparing the same thing. Many menus list BIAB with a price and nothing else, so the client searches instead.

The gap: clients do not know what it does, what it does not do, or how it compares with acrylic and gel polish.

How to fill it:

• Menu: "Builder gel manicure (BIAB): a strengthening gel layer on your natural nails. Adds strength, not length. Lasts around three weeks."
• FAQ: "Is BIAB the same as builder gel? BIAB is a brand of builder gel. We use [brand], which works in the same way, strengthening your natural nails."
• FAQ: "Can I have extensions with BIAB? BIAB is designed for natural nails. If you would like length, ask about our [extension service]."
• Blog idea: "BIAB, gel or acrylic: which one is right for your nails?"
• Social post idea: builder gel and acrylic side by side, captioned "Same, or different? Here is what each one actually does."
• In the chair: "Have you had BIAB before? Let me explain how ours works."

Read more: BIAB treatment guide and Nail Treatment Glossary.

Deposits and missed appointments: is your policy seen before it is needed?

What people are searching: clients ask "can a hair salon charge you for a missed appointment", "are no show fees legal" and "is a booking fee the same as a deposit". Professionals search "salon deposit policy example", "cancellation policy for hairdressers" and "how to take deposits for appointments".

Why it is happening: a client usually searches this just after being charged, or just before cancelling. That often means the policy was hidden in small print, or the words were not clear. Deposit, booking fee and cancellation fee get used to mean different things, so clients are not sure what is fair. Professionals searching for examples shows many are still deciding what theirs should say.

The gap: a policy only protects you if the client saw it and understood it before they booked.

How to fill it:

• Booking page: show the policy at the moment of booking, in plain words.
• Example wording: "A deposit secures your appointment and comes off your final bill. You can move your appointment free of charge with 48 hours' notice. Later than that, your deposit covers the time we reserved for you."
• FAQ: "What is the difference between a deposit and a booking fee? A deposit comes off your bill. A booking fee is a separate charge for reserving your time. We take a deposit."
• Reminder messages: repeat the policy in your appointment reminder.
• Social post idea: "Why we take deposits", explaining the time you hold for each client.
• Rules vary between countries, so check what applies where you work.

Read more: deposits, booking fees and cancellations.

Gift vouchers: are your terms on the voucher, or only in your inbox?

What people are searching: "can vouchers legally expire", "are gift vouchers refundable", "gift voucher expiry law" and "gift voucher terms and conditions wording".

Why it is happening: vouchers are bought by one person and often used months later by someone else, who never saw the terms. When the voucher turns up in a drawer, the recipient searches whether it still counts. Professionals search for terms and conditions wording because they are unsure what they are allowed to say.

The gap: the person holding the voucher often cannot see the terms.

How to fill it:

• On the voucher itself: "Valid until [date]. Can be used towards any treatment. Not exchangeable for cash. Lost vouchers can be replaced with proof of purchase."
• Use a real date, not "valid for 12 months".
• FAQ: "My voucher has expired, can I still use it? [Your policy, for example: contact us within a month of expiry and we will do our best to help.]"
• Social post idea: "Buying a voucher this Christmas? Here is everything the person receiving it needs to know."
• Consumer rules differ between countries, so check your local guidance before Christmas.

Read more: gift vouchers and the law.

Hair: do clients know what they are booking and how long it takes?

What people are searching: "how long does a cut and blow dry take", "what does cut and blow dry mean", "what is a curly hair cut", and hair extensions searched by method and town.

Why it is happening: clients plan appointments around work, childcare and events. Menus often list a service name and a price, but not the time or what is included.

How to fill it:

• Menu: add the appointment length and what is included to every service, for example "Cut and blow dry: consultation, wash, cut and finish. Around 60 minutes."
• FAQ: "What is a curly cut? A cut designed around your natural curl pattern, often cut dry, curl by curl."
• Social post idea: a short "what happens in a curly cut" video.

Read more: Haircut and Styling Glossary and Curly and Textured Hair Glossary.

Lashes and brows: are you reassuring clients before the appointment?

What people are searching: "eyebrow waxing side effects", "how long does eyebrow waxing last", "how often should you have your eyebrows waxed", powder and ombré brows, and Korean lash lifts. Some searches were about reactions and claims after brow treatments.

Why it is happening: brows and lashes sit close to the eyes on delicate skin. Clients want to know what could go wrong, how long results last and when to come back.

How to fill it:

• Booking confirmation: include what to expect, aftercare and a patch test reminder where needed.
• FAQ: "How long does a brow wax last? Usually around three to five weeks, depending on how fast your hair grows."
• FAQ: "Is redness normal after a brow wax? A little redness that fades within a few hours is normal. Contact us if it lasts longer."
• Blog idea: "Powder brows or microblading: what is the difference?"

Read more: Brow Glossary and Lash Styles Glossary.

Skin and aesthetics: can clients tell if a treatment is right for them?

What people are searching: mostly local, such as botox near me, skin boosters near me and dermaplaning facial plus a town. Alongside these came "who is not suitable for anti wrinkle injections", "what are collagen injections", "is microneedling safe" and "what is salmon DNA PDRN".

Why it is happening: clients hear about new treatments online faster than they can learn about them. Before trusting someone with their face, they want to check whether it suits them and who should carry it out.

The gap: many treatment pages say what a treatment does, but not who it suits, who it does not, or who performs it.

How to fill it:

• Treatment pages: add who it suits, who should avoid it and who carries out your treatment, including qualifications.
• FAQ: "Is microneedling safe? When carried out by a trained professional with sterile, single use needles, it is generally well tolerated. We will check your skin and health at your consultation."
• Profile: list every treatment and every town you serve, so local searches find you.
• Social post idea: "Three questions to ask before booking any injectable treatment."

Body, wellness and tanning: are you found locally, and do clients know how to prepare?

What people are searching: local massage searches such as sports massage, Indian head massage and Thai massage plus a town, electrolysis near me, "how to prepare for a spray tan" and "how to make a spray tan last".

Why it is happening: these clients usually know what they want. They are choosing where to go, and they want the best result from it.

How to fill it:

• Profile: name each treatment clearly, so local searches can match you.
• Booking confirmation: send prep instructions, for example "Exfoliate the day before your tan, and come with clean skin, no deodorant or moisturiser."
• Social post idea: "Five ways to make your spray tan last longer."

Training and careers: the fastest growing area

What people are searching: fine line tattoo courses, level 5 and level 7 aesthetics, nail courses in specific towns, "how to get into the beauty industry" and "start a career in beauty".

Why it is happening: career changers are researching carefully before they commit money and time. They are comparing course levels, accreditation and what they can do afterwards.

How to fill it (for trainers):

• List every course separately, with its level, accreditation, length and what students can do once qualified.
• FAQ: "Will this course let me get insured? [Your answer.]"
• Blog idea: "How to get into the beauty industry: where to start."

Business: what other professionals are asking

• Insurance and room rental: "do I need insurance if I rent a room in someone's salon", "renting a room in a salon" and "advertise a beauty room to rent". If you rent a room, check your own insurance covers you. If you have a room to rent, list it where professionals are looking.
• Protecting yourself: "a client is threatening to sue after a bad reaction" and "how to protect myself from client lawsuits". Consultation forms, patch test records and written aftercare are your best protection. Keep them for every client, every time.
• Pricing: "how to price beauty services". If clients do not understand what is included, price feels high, so clear menus help here too.
• Support: business coaches and mentors for salons and clinics are being searched for. If you coach, make sure you are listed. If you are finding things hard, you are not alone.
• Getting found: "why is my beauty clinic so quiet" and "how do I get my treatments to rank on Google". Everything in this report is part of the answer: answer the questions clients ask, clearly and in your own words, where they look.
• Brands looking for salons: brands and suppliers are searching for ways to reach salons. A complete profile, including the brands you use, helps them find you.

Read more: Salon Safety Glossary and getting sued.

What is growing this month

• Training and courses, especially tattoo, aesthetics and nails.
• Health and safety, especially salon risk assessments.
• Aesthetics questions, such as anti wrinkle and collagen injections.
• BIAB is still the biggest topic, though slightly quieter than last month.

Your one thing this week

Pick the question you hear most in your own chair. Check whether your website, menu and profile answer it. If not, answer it today.