How do I tell if a salon’s online reviews match what clients say in person?

Read all of the reviews, including the middling ones and the replies. Look for details that repeat: a stylist named often, long waits, consistent praise for colour work. Be wary of bursts of similar reviews posted close together and of vague praise with no specifics.

Then test them. With the seller’s permission, speak to a few long-standing clients, and to staff, about the experience. Spend time in the salon on busy and quiet days and watch how clients are greeted and how the stylists work.

Compare the picture with the numbers. Rebooking rates, the share of clients who book the next visit at the chair and the reasons clients leave say more than a star rating. Ask how reviews are collected. Does the salon prompt every client or only the happy ones? Ask whether any stylist’s reviews are tied to their own following. Finally, check where the reviews appear. A salon strong on one site and absent on others may be steering clients, which is worth understanding. Treat reviews as one clue among several, and let the booking records settle any disagreement. Ask how the owner responds to a negative review and whether staff are involved in replies. A calm, specific answer suggests a salon that listens, while a defensive one shows how problems may be handled after you take over. Read the oldest reviews as well as the newest to see how things have changed.

Key takeaways

• Look for repeated details, not star averages.
• Speak with regulars and staff where the seller allows.
• Compare review stories with rebooking records.