Resources

    Everything you need to fill your treatment rooms

    The study on the online presence of 27,917 Italian beauty salons, the free test to understand how clients find you and 5 comprehensive guides with 20 in-depth insights. Figures and methods drawn from the salons we work with in Italy.

    The study · Digital Index 2026

    Two out of three beauty salons in Italy do not have a working website

    We analysed the online presence of 27,917 verified beauty salons across 104 provinces: website, social media, WhatsApp, email and marketplaces. Methodology, limitations and downloadable aggregate data, free to cite.

    Read the report
    has no website
    49%of salons has no website
    has no linked social media profiles
    67%of salons has no linked social media profiles
    can be reached on WhatsApp
    59%of salons can be reached on WhatsApp

    The data region by region

    Lombardia5,985Lazio3,653Piemonte2,390Veneto2,321Emilia-Romagna2,318Toscana2,071Campania1,434Sicilia1,153all 20 regions

    Free tool · 2 minutes

    Google visibility test: how clients find you

    We search for your salon on Google and check your listing, reviews, website, social media, WhatsApp and bookings. At the end we give you your score, show how you compare with your province and tell you what to fix first.

    Take the free test

    The 5 guides complete

    Each guide covers one part of the system, from attracting clients to bringing them back. Below each one you will find related in-depth articles.

    1. Marketing for beauty salons

      How to build a steady flow of new clients for a beauty salon: channels, budgets, lead management and treatment room sales. All the figures in this guide come from the salons we work with in Italy.

      Read the guide
      14 min read8 in-depth articlei

    2. Fill your treatment rooms

      Every hour a treatment room sits empty is revenue you cannot recover. This guide explains how to build a system that fills open slots, reduces no-shows and brings back inactive clients.

      Read the guide
      11 min read4 in-depth articlei

    3. WhatsApp and AI for beauty salons

      Most enquiries to a beauty salon come through chat, often outside opening hours. This guide explains how to set up automated replies that genuinely qualify enquiries and book appointments, while remaining GDPR compliant.

      Read the guide
      10 min read1 in-depth articleo

    4. How much advertising costs

      Budget, cost per lead, cost per appointment and actual return: the figures to consider before investing a euro in campaigns.

      Read the guide
      9 min read4 in-depth articlei

    5. Opening and growing a beauty salon

      Requirements, start-up costs, choosing treatments and finding your first clients: a practical guide for anyone opening a beauty salon in Italy who wants to reach full capacity as quickly as possible.

      Read the guide
      12 min read3 in-depth articlei

    Explore the website

    Blog

    Industry articles and news

    Real cases, advertising tests and changes affecting beauty salons.

    Case studies

    Results from the salons we work with

    Starting figures, what we changed and results after 90 days.

    Sector

    The Skyground system for beauty salons

    How we turn your Google listing, website and WhatsApp into appointments.

    Data

    Download the aggregate Index data

    CSV by province, CC BY 4.0 licence, free to cite with attribution.

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