Comprehensive Business Strategies

Learn the ins and outs of managing a salon, from financial planning to customer retention strategies.

Expert Guidance

Receive personalized guidance from industry experts to help you navigate the challenges of salon ownership.

Proven Success

Actionable, achievable tasks 

About the Course

Why This Bootcamp Matters Running a salon is harder than ever. Costs are rising, clients have more choice, and visibility online makes or breaks your bookings. Many talented professionals get lost in survival mode, chasing quick fixes instead of building long-term stability. This Bootcamp changes that. With clear, step-by-step lessons, you’ll learn how to: Create a brand clients trust and remember Define your ideal clients so you attract the right people Build systems that save time and prevent cancellations Get visible on Google and rank ahead of the competition Turn clients into loyal advocates who rebook and refer Protect your business legally and financially Grow with confidence, whether that means hiring, pivoting, or scaling What You’ll Learn (Curriculum Highlights) This isn’t just theory — it’s a full blueprint for building your business. Branding Your Business – Create a strong identity that sets you apart Defining Your Ideal Client – Stop chasing everyone, attract the right ones Goal Setting – Turn goals into action and measurable results The Online Audit – Find and fix the gaps holding you back Using AI – Save time and streamline your marketing with the right tools Google-Focused Marketing – Get found where your clients are searching Setting Up Your Google Profile – A step-by-step quick reference Making the Most of Your Profile – How to claim and hold those top 3 spaces Client Satisfaction & Retention – Create loyalty and reduce cancellations Getting the Best From Your Website – Make your site a client magnet Email Marketing – Build stronger connections and repeat bookings Business Strategy – Create your action plan and stay accountable Entering Awards – Build authority and credibility Legal Protection – Safeguard your business properly Self-Reflection & Outsourcing – Focus on your strengths and outsource the rest Diversity & Inclusion – Build a business clients feel safe and welcome in Events & Networking – Grow your profile and connections Getting the Best From The Directory & Zooms – Maximise your membership and support Coming soon: Finance | Building a Team | Social Media | Time Management | Boundaries | Pivoting & Resilience Proof & Results Over 600 professionals are already using my platform to get found on Google My salon ranks consistently at the top of search without ads I’ve helped salon owners pivot, rebrand, and rebuild into stable, profitable businesses Your Investment Coaching programmes like this often cost £1,000+. Industry memberships charge hundreds per year without giving you real strategy. This Bootcamp is available today for just: £249 one-off FAQ How long do I have access? You’ll have access for 6 months, including updates  Can I join if I’m not a salon owner? Yes — this course is also for independent treatment providers who want to grow their business. Who is this NOT for? This course is not available to business coaches or anyone with a conflict of interest. What if I fall behind? You can complete the lessons at your own pace. The structure is designed to keep you moving forward, but you can dip back into any unit at any time.

About the Creator

With almost three decades of experience and nearly 40 industry awards, Helen Ward is a highly respected leader, educator, and international judge in the beauty industry. As the CEO and founder of The Hair and Beauty Directory, Helen is dedicated to elevating industry standards, supporting professionals, and promoting education across the sector. Helen is also the owner of Sirens Beauty Salon and Training School in Durham, UK, where she provides expert beauty treatments, specialist training, and business mentoring for beauty professionals at all stages of their careers. Her expertise spans skincare, lash artistry, holistic therapies, and salon business development, making her a key figure in shaping the future of the beauty industry. Recognized internationally, Helen has served as a prestigious competition judge, assessing the highest levels of skill and artistry in the industry. Her commitment to education, ethical business practices, and professional growth has made her a trusted mentor and influential voice in the beauty community. Through her work, Helen continues to empower beauty professionals, advocate for industry transparency, and create opportunities for education and success on both a national and international level.

Course Curriculum

21 Chapters · 194 Lessons

  1. 1

    Welcome to the course

    1. (Included in full purchase)

      Intro

    2. (Included in full purchase)

      Welcome

  2. 2

    Module 1: Branding your business

    1. (Included in full purchase)

      Intro to branding

    2. (Included in full purchase)

      Video 2

    3. (Included in full purchase)

      Module 1: Branding

    4. (Included in full purchase)

      Reflection & Task: Defining Your Brand Words

    5. (Included in full purchase)

      Reflection & Task: Tone Mapping

    6. (Included in full purchase)

      Brand Values and Non-Negotiables

    7. (Included in full purchase)

      Section: Mission Statement

    8. (Included in full purchase)

      Task: Writing Your Mission Statement

    9. (Included in full purchase)

      Section: Turning Ethos into Visuals

    10. (Included in full purchase)

      Brand Personality and Archetypes

    11. (Included in full purchase)

      Brand Storytelling

    12. (Included in full purchase)

      Brand Touchpoints

  3. 3

    Module 2: Defining Your Ideal Client

    1. (Included in full purchase)

      Intro to client targeting

    2. (Included in full purchase)

      Why targeting matters

    3. (Included in full purchase)

      Defining Your Ideal Client

    4. (Included in full purchase)

      Client-Driven Marketing Prep

    5. (Included in full purchase)

      Understanding Pain Points and Desires

    6. (Included in full purchase)

      Crafting Client-Focused Messaging

    7. (Included in full purchase)

      Client Journey Mapping

    8. (Included in full purchase)

      Red Flags and Green Flags

    9. (Included in full purchase)

      Decision Drivers

    10. (Included in full purchase)

      5-Day Ideal Client Challenge

    11. (Included in full purchase)

      Future Vision Exercise

  4. 4

    Module 3: Goal Setting

    1. (Included in full purchase)

      Goal Setting

    2. (Included in full purchase)

      Goal setting

    3. (Included in full purchase)

      Turning Goals Into Action

    4. (Included in full purchase)

      Building Systems for Your Goals

    5. (Included in full purchase)

      Reflection Exercise: Connecting to Your Vision

    6. (Included in full purchase)

      Structuring Your Long-Term Goals

    7. (Included in full purchase)

      Building Habits and Systems Around Your Goals

    8. (Included in full purchase)

      Reflection Exercise: Sacrifices and Gains

    9. (Included in full purchase)

      Weekly Goal Review

    10. (Included in full purchase)

      Self-Reflection: Knowing Yourself

    11. (Included in full purchase)

      Outcome Goals vs Process Goals

    12. (Included in full purchase)

      Short-Term vs Long-Term Alignment

    13. (Included in full purchase)

      The Psychology of Commitment

  5. 5

    Module 4: The Online Audit

    1. (Included in full purchase)

      The Online Audit

    2. (Included in full purchase)

      Online audit

    3. (Included in full purchase)

      First Impressions, Local Intent, and Brand Consistency

    4. (Included in full purchase)

      Brand Exposure Brainstorm

    5. (Included in full purchase)

      Create Your Search Log

    6. (Included in full purchase)

      Google Search Audit

    7. (Included in full purchase)

      Google Business Profile Deep Audit

    8. (Included in full purchase)

      Directory Listings Audit

    9. (Included in full purchase)

      Social Media Audit

    10. (Included in full purchase)

      Review Presence Audit

    11. (Included in full purchase)

      Consistency and Gaps Reflection

  6. 6

    Module 5: Using AI

    1. (Included in full purchase)

      Intro - Using AI

    2. (Included in full purchase)

      Intro to AI

    3. (Included in full purchase)

      What AI is

    4. (Included in full purchase)

      How to Start Training Ai

    5. (Included in full purchase)

      AI Task: Build Your Prompt Library

  7. 7

    Module 6 Google Focussed marketing

    1. (Included in full purchase)

      Some google stats to get you going

    2. (Included in full purchase)

      Why google is so important

    3. (Included in full purchase)

      Why google is important to your business

    4. (Included in full purchase)

      What does google want

    5. (Included in full purchase)

      What does google want?

    6. (Included in full purchase)

      Identifying client pain points

    7. (Included in full purchase)

      Task -Brainstorm Your Clients’ Real Problems

  8. 8

    Module 7: Setting Up Your Google Business Profile – Quick Reference

    1. (Included in full purchase)

      Intro

    2. (Included in full purchase)

      Claiming & Verifying Your Profile

    3. (Included in full purchase)

      NAP & Categories – Your Profile’s Foundation

    4. (Included in full purchase)

      Photos That Get Clicks

    5. (Included in full purchase)

      Posts & Offers – Staying Fresh

    6. (Included in full purchase)

      Reviews – Generation, Response & Leverage

    7. (Included in full purchase)

      Quick Insights Check

    8. (Included in full purchase)

      Check list

  9. 9

    Module 8 -Making the most of you Google profile and claiming those top 3 spaces

    1. (Included in full purchase)

      Intro

    2. (Included in full purchase)

      Keep Your Profile Fresh with Continuous Edits

    3. (Included in full purchase)

      Google profiles -Editing your google business step by step.

    4. (Included in full purchase)

      Crafted Posts and Limited‑Time Offers for Engagement

    5. (Included in full purchase)

      Getting the best from Photos and updates

    6. (Included in full purchase)

      Elevating Your Profile with Photos and Video

    7. (Included in full purchase)

      Turning Reviews into a Growth Engine

    8. (Included in full purchase)

      Reviews

    9. (Included in full purchase)

      Mastering Google Insights – Your Built-in Business Dashboard

    10. (Included in full purchase)

      Insights

    11. (Included in full purchase)

      FAQ and should you use them?

    12. (Included in full purchase)

      FAQ cheat sheet

    13. (Included in full purchase)

      Optimising Your Services for Visibility and Bookings

    14. (Included in full purchase)

      Services and FAQ

    15. (Included in full purchase)

      Course notes, for quick reference

    16. (Included in full purchase)

      Showcasing Products for Extra Visibility and Sales

    17. (Included in full purchase)

      Attributes & Highlights – Standing Out for What Matters

    18. (Included in full purchase)

      Wrap-Up – Your Strategy for Claiming the Top 3

    19. (Included in full purchase)

      Follow up

  10. 10

    Module 9: Client Satisfaction – Building Loyalty and Retention

    1. (Included in full purchase)

      Introduction

    2. (Included in full purchase)

      Customer care

    3. (Included in full purchase)

      Task - Tracking

    4. (Included in full purchase)

      Nurturing Loyalty for Long-Term Growth

    5. (Included in full purchase)

      Measuring Client Satisfaction with Automated Systems

    6. (Included in full purchase)

      Measuring Client Satisfaction with Automated Systems

  11. 11

    Module 10 -Getting the best from your website

    1. (Included in full purchase)

      Getting the Best from Your Website

    2. (Included in full purchase)

      Getting the best from your website

    3. (Included in full purchase)

      Homepage Essentials

    4. (Included in full purchase)

      What you should include on your home page

    5. (Included in full purchase)

      Service & Treatment Pages That Convert

    6. (Included in full purchase)

      Using AI to Audit & Rebuild My Website

    7. (Included in full purchase)

      Seeing Your Website Like a Client

    8. (Included in full purchase)

      Running a Full Technical & SEO Audit with AI

    9. (Included in full purchase)

      Meta Tags

    10. (Included in full purchase)

      How to create meta links

    11. (Included in full purchase)

      What Are Backlinks — And Why Do They Matter So Much?

    12. (Included in full purchase)

      What is a back link?

    13. (Included in full purchase)

      ChatGPT Prompts for Finding Backlink Opportunities

    14. (Included in full purchase)

      Using Google Trends to Understand Demand and Create Strategic Content

    15. (Included in full purchase)

      Schema Made Simple

    16. (Included in full purchase)

      How to use schema

    17. (Included in full purchase)

      Regional SEO Landing Pages

    18. (Included in full purchase)

      Local SEO pages

    19. (Included in full purchase)

      Mastering Google Search Console for Business Visibility

    20. (Included in full purchase)

      Google console - Must do!

    21. (Included in full purchase)

      The Client Journey & Calls to Action

    22. (Included in full purchase)

      Mobile Friendliness

    23. (Included in full purchase)

      Speed & Performance

    24. (Included in full purchase)

      Website Speed & Mobile Optimisation

    25. (Included in full purchase)

      Trust Signals & Social Proof

    26. (Included in full purchase)

      Blogging & Education – Becoming the Go-To Expert

    27. (Included in full purchase)

      Legal & Safety Pages

    28. (Included in full purchase)

      Booking Systems & Integrations

    29. (Included in full purchase)

      Analytics Beyond GSC

    30. (Included in full purchase)

      Website Maintenance – Your Quick Reference Guide

  12. 12

    Module 11- Email marketing

    1. (Included in full purchase)

      The Real Purpose of Email Marketing

    2. (Included in full purchase)

      Why Use Email

    3. (Included in full purchase)

      Choosing the Right Email Platform for Your Business

    4. (Included in full purchase)

      Building Your Email List With the Right People

    5. (Included in full purchase)

      Integrating Your Booking System with Your Email Platform

    6. (Included in full purchase)

      Writing Emails That Build Connection, Trust & Bookings

    7. (Included in full purchase)

      Managing Two Email Channels – Subscribers vs. Clients

    8. (Included in full purchase)

      Understanding Email Analytics – How to Know What’s Working

    9. (Included in full purchase)

      Email Strategy & Long-Term Planning

    10. (Included in full purchase)

      AI Prompts to Speed Up Your Email Strategy

  13. 13

    Module 12 Business strategy

    1. (Included in full purchase)

      Why Strategy Matters

    2. (Included in full purchase)

      The Cost of No Strategy

    3. (Included in full purchase)

      Building a Franchise Mindset

    4. (Included in full purchase)

      Turning Chaos into Systems

    5. (Included in full purchase)

      Long-Term Growth vs. Short-Term Survival

    6. (Included in full purchase)

      The Pivot Principle

    7. (Included in full purchase)

      Action Plan: Your Business Strategy Blueprint

  14. 14

    Module 13 Entering awards

    1. (Included in full purchase)

      Why Awards Matter and How They Elevate Your Business

    2. (Included in full purchase)

      Choosing the Right Awards for Your Business

    3. (Included in full purchase)

      How Awards Help You Reflect on Your Business

    4. (Included in full purchase)

      Choosing the Right Categories

    5. (Included in full purchase)

      Building an Evidence Portfolio

    6. (Included in full purchase)

      Writing Entries That Land

    7. (Included in full purchase)

      Preparing for Skills Tests, Interviews, and Mystery Shoppers

    8. (Included in full purchase)

      If You Win — How to Use It, Not Just Celebrate It

    9. (Included in full purchase)

      If You Lose — How to Reflect and Grow

  15. 15

    Module 14 Legal protection

    1. (Included in full purchase)

      Why Boundaries & Legal Protection Matter

    2. (Included in full purchase)

      Choosing Your Business Structure

    3. (Included in full purchase)

      Registering & Informing the Right Bodies

    4. (Included in full purchase)

      Insurance — What You Really Need

    5. (Included in full purchase)

      Health & Safety Basics for Beauty Businesses

    6. (Included in full purchase)

      How to Use AI to Create Your Risk Assessment and Health and Safety Statement

    7. (Included in full purchase)

      Working with Chemicals and COSHH

    8. (Included in full purchase)

      Legal Documentation & Policies

    9. (Included in full purchase)

      Building a Paperwork Trail That Protects You

    10. (Included in full purchase)

      Reflection Exercise: Your Paperwork Trail

    11. (Included in full purchase)

      Cancellations and billing fees

    12. (Included in full purchase)

      How do avoid getting sued

  16. 16

    Self-Reflection & Outsourcing

    1. (Included in full purchase)

      Why Mindset Matters in Business

    2. (Included in full purchase)

      Honest Reflection – Where Are You Now?

    3. (Included in full purchase)

      Fixed vs Growth Mindset – Deep Dive

    4. (Included in full purchase)

      Strengths and Weaknesses

    5. (Included in full purchase)

      Facing Fear and Resistance

    6. (Included in full purchase)

      The Mindset Shift from “Worker” to “Leader”

    7. (Included in full purchase)

      When to Outsource

    8. (Included in full purchase)

      Building a Support Network

    9. (Included in full purchase)

      Daily Mindset Practices for Entrepreneurs

    10. (Included in full purchase)

      Action Plan: Your Reflection Blueprint

    11. (Included in full purchase)

      Action and Accountability

  17. 17

    Diversity and inclusion

    1. (Included in full purchase)

      Introduction

    2. (Included in full purchase)

      Why Diversity and Inclusion Matter in Beauty

    3. (Included in full purchase)

      Unconscious Bias in the Industry

    4. (Included in full purchase)

      Representation Matters

    5. (Included in full purchase)

      Respecting Identity and Language

    6. (Included in full purchase)

      Creating Salon Policies for Inclusion

    7. (Included in full purchase)

      HIV in Beauty: Facts, Inclusion & Best Practice

    8. (Included in full purchase)

      Sample HIV Inclusion Policy

    9. (Included in full purchase)

      Understanding Neurodiversity in the Salon

    10. (Included in full purchase)

      Age & Life Stages — Seeing the Person in Front of You

    11. (Included in full purchase)

      Religion & Culture in the Salon

  18. 18

    Events

    1. (Included in full purchase)

      Why I love events

    2. (Included in full purchase)

      The skin games

    3. (Included in full purchase)

      Atomocon

    4. (Included in full purchase)

      Scratch awards

    5. (Included in full purchase)

      Tones of beauty

  19. 19

    Getting the best from the hair and beauty directory

    1. (Included in full purchase)

      How to fill in your profiles

  20. 20

    zooms and webinars

    1. (Included in full purchase)

      into

    2. (Included in full purchase)

      What google wants full class

  21. 21

    Team & Leadership

    1. (Included in full purchase)

      Cancellation and Refund Policies

    2. (Included in full purchase)

      How to Draft Your Own Cancellation and Refund Policy

What People Are Saying

Discover how the hair and beauty directory has transformed businesses 

”
I’ve had the pleasure of working with Helen Ward since joining The Hair & Beauty Directory in December 2024, and her support has been so helpful for my business. The directory itself has significantly boosted my visibility on Google searches, where most of my new patients discover me, but Helen’s expertise has taken things even further. The most valuable contribution Helen has made is her masterclasses, which have enabled me to improve my Google presence myself. Unlike many companies and individuals who promise to make you “number one on Google” without explaining their methods, Helen takes a refreshingly transparent approach. She demystifies the process, breaking down exactly how Google works and how to leverage it to my advantage, without spending hundreds of pounds on vague promises. Thanks to Helen’s guidance, my business has steadily climbed the rankings, often appearing on page one in an incredibly competitive industry. Her deep knowledge, coupled with her ability to present complex concepts in an accessible way, makes her a true asset. I can’t recommend her highly enough! Thank you again,
Dr Helen Whyte

Newcastle 

Helen is always on hand to help no matter what query or problem I may have with my platform, from updating information, treatments and services to uploading certificate and insurances. I was amazed that within weeks of my business platform going live that it had moved to the first page of Google! The Hair and Beauty Directory is “new one of a kind brainchild” of Helen Ward’s this was something very different to any other platform for professionals. And I knew it would be a “no brainer” to join, you could say it’s like a check a trade, but for all areas of hair & beauty, educators and brands. There’s been nothing like this for professionals were everything (and I mean everything) one could want can be found under one page. It came at the right time for me because it allowed me to add all the information I wanted from specialised services and treatments along with my certification and insurance but allows me to show clients that I keep updated with my own skills and knowledge. It is a search engine with a difference which gives clients detailed information allowing them to make better choices when looking for services and treatments in their area by a “trusted professional”, as well myself showing the top training providers in and around the UK. Helen looks after us every step of the way from updates, blogs, training (to help us grow and improve our visibility and businesses), she is a credit to the industry for creating such a platform for professionals. I/We cannot thank her enough. There are so many of us who want to raise standards across all sectors of the hair and beauty industry.
Clare Hanson 

Leeds 

”
Helen is very knowledgeable and helpful. The work she has done for the beauty directory is fantastic and she has gone above and beyond with the work of the SEO for all our listings to get on the first page of google. Her training courses are packed with so much information and is easy to follow and understand.
Helen Taylor 

Amateur photographer

”
Helen Ward is an industry icon & inspiration! There aren’t many that make an impact in our world of hair, nails & beauty because to create positive change costs so much time, money & energy! Helen has literally blown my mind in what The Hair & Beauty Directory has cost her & the site just continues to grow as she thinks of more key features to help the average professional AND the consumer! For her innovative ideas to really work though, she needs publicity and for the entire industry to get on board by getting qualified & then promoting their qualifications & businesses! The Directory could be key in upping the standards in our industry (let’s face it, regulation isn’t happening!) So we need to utilise what’s already sitting there waiting for us and the public! Helen truly deserves to be recognised for her tireless attempts at improving standards, the Scratch Star would be a great start!
Kirsten Steward

Cambridgeshire 

Ready to Transform Your Salon Business?

Join now and unlock the keys to running a thriving salon business. Don't miss out on this opportunity to revolutionize your business strategy!

£249.00

Enroll Now