5 Common Content Habits That Quietly Hold Back Your Bookings (And How to Shift Them)

When your content isn’t converting the way you hoped: fewer rebookings, slower inquiries, or low engagement, it’s easy to assume you’re doing something wrong.

Most of the time, that’s not the case.

What I see instead are well-intentioned habits that look harmless on the surface, but gently work against trust, consistency, and connection over time. And the important thing to know is this:

These are incredibly common. And they’re fixable.

Let’s walk through a few patterns I see often with estheticians and waxers, so you can notice them without judgment and make small, supportive shifts where needed.

1. The Complainer

We’ve all had those days. A no-show. A boundary-pushing client. A moment where you just want to vent.

While it can feel validating in the moment, public rants can quietly chip away at trust. New clients don’t have the full context, so instead of seeing your professionalism, they may feel unsure or hesitant.

The shift:
Keep it real, but keep it professional. If you want to talk about boundaries, position it as education, not frustration. You’ll still feel seen and your brand stays safe.

2. The Aesthetic Hopper

A new Canva trend drops. A new font goes viral. A new color palette catches your eye. Suddenly, everything changes.

While staying current can be fun, constant visual shifts can create confusion. If someone scrolls your feed and can’t immediately recognize it’s you, they’re less likely to feel grounded enough to book.

The shift:
Consistency builds familiarity. Familiarity builds trust. You don’t need to abandon trends just filter them through your brand.

3. The Ghoster

You’re posting consistently. Things feel good. Then life happens. You disappear for a bit. Then you come back strong. Then disappear again.

This stop-start rhythm doesn’t mean you’re unreliable, it usually means you’re doing too much alone. But for your audience, it can feel hard to stay connected when the cadence keeps changing.

The shift:
Consistency doesn’t mean daily posting. It means a rhythm your audience can rely on — and one that feels sustainable for you.

4. The Entertainer

Trends are fun. Lip-syncing is fun. Humor builds connection.

But when entertainment becomes the only thing people see, it can blur your authority. Your audience may love you, laugh with you, and still hesitate to book because they haven’t seen enough of your expertise.

The shift:
Balance personality with professionalism. You can be relatable and trusted. Education and entertainment work best together.

5. The Wall of Graphics

Graphics are helpful. They educate. They save time.

But when your entire feed is stock designs with no face, no treatment room, and no real moments, it becomes harder for potential clients to feel safe taking the next step.

If your hands are going on someone’s face, they need to trust your face first.

The shift:
Mix in you. Your space. Your energy. Your real-life work. Connection comes from visibility.

If Any of These Felt Familiar…

Take a breath.

You’re not behind.
You’re not bad at marketing.
And you don’t need to overhaul everything.

You just need a clearer, more supportive way to show up, one that builds trust and fits your real life.

That’s exactly why I created The Esti Content Club and The Waxers Content Club: to help beauty professionals show up online in a way that feels aligned, consistent, and actually leads to bookings.

No pressure. No performance. Just content that works with you, not against you.