If you are not getting consistent bookings as a tattoo artist there are probably a few reasons why that are not related to the quality of your work. It’s a systemic issue. Below I list solutions according to each one of the 12 reasons I believe you are not fully booked. I hope that you will find some valuable information and actionable steps to building a strong and consistent clientele base.

1. You rely on Instagram (IG) and social media for bookings and announcements

The Issue: Many tattoo artists rely heavily on Instagram and other social media platforms to book appointments, but the reality is that not every follower is a potential client ready to book with you, and Instagram's algorithm only reaches a small fraction of your audience. On average a good performing post will reach about 4% of your followers but you can’t guarantee that that 4% is potential clients who are ready to book.
Solution: Build an email list for exclusive access to bookings, travel updates and last minute availability. Direct any new leads to your mailing list to secure a direct line of communication with potential clients, also giving your clients peace of mind they won’t miss your booking announcements. Send out newsletters with new pre drawn tattoo designs, client stories and special offers. Have a personal website where clients can view your portfolio, read client testimonials, sign up for your email list and schedule their appointments easily. Use social media to connect with new potential clients in an authentic way, showcase your portfolio and values as an artist by creating a space where potential clients can interact with your content (like behind-the-scenes videos or tattoo aftercare tips) which will build more engagement beyond just posting tattoos.

2. You aren’t establishing a trusting relationship with your clients

The Issue: Tattooing is a very personal experience. If you only focus on completing the tattoo without nurturing the relationship between you and your client and if you aren’t offering good customer service your client won’t want to come back and worse, they will not recommend you. Simply doing a great tattoo isn’t enough.
Solution: Clients value a positive experience more than the quality of the work in most cases, so create a safe and memorable experience for your clients, prioritizing their comfort and satisfaction. Connect with your clients by making them feel heard and understood. It’s hard for most people to speak up when something doesn’t feel right because not everyone is comfortable with what feels like confrontation, and while this is not really your problem as the artist, giving them a chance to say “no” can make them feel taken care of, like you genuinely care about their satisfaction and about giving them a custom piece uniquely tailored to them. Over time, fostering repeat clientele will guarantee you filling your books rather than always relying on new clients.

3. You aren’t following up with your clients after their appointment

The Issue: Just because the appointment is done, it doesn’t mean that the relationship with your client ends there. Failing to follow up means missing out on opportunities to make sure everything is going well with the healing process, gather feedback, ensure they’re happy with their tattoo, and encourage them to return.
Solution: After each session, take the time to follow up with your clients 48-72hrs after their last session. This will give you a chance to ask how the tattoo is healings, answer any questions they may have about aftercare and to make sure they are fully satisfied with the results. Take a chance to write a personal text message or email thanking them for their business and encourage them to review their experience on google and to recommend you to their friends and family. This will not only improve your relationship but also make clients feel valued and appreciated. This post-appointment connection fosters loyalty and shows that you genuinely care about their well-being beyond the tattoo itself.

4. You don’t offer free touch-ups

The Issue: Not offering free touch-ups could be a turn-off for clients who are concerned about how their tattoo will heal or fade over time. Without this guarantee, clients may feel uneasy about booking.
Solution: Offering a free touch-up 6months to a year after the last session, reassures clients that you're confident in your work and committed to their satisfaction. This also gives enough time for the ink to settle to be able to see anything that actually needs to be touched up. It’s a great way to take healed photos and it gives you a chance learn from your mistakes. Ensure you communicate your touch-up policy clearly from the beginning so clients know they can come back if needed.

5. You are discounting your services.

The Issue: While discounts can seem like a good way to attract new clients, they can also devalue your work and make it seem like your tattoos aren’t worth the full price. Clients may perceive discounted prices as an indicator of lower quality.
Solution: Rather than offering discounts, focus on creating value for your clients in ways that are meaningful. Providing clients with aftercare products (like lotions or healing ointments) can make them feel that you’re committed to the longevity of their tattoos. Give them a personalized experience: make sure to take extra time during consultations to understand their vision and how best to execute it. When you go above and beyond for clients in these ways, it shows that you're investing in their satisfaction, not just the monetary transaction. Focus your social media strategy on sharing all the ways you build value for your clients rather than on the finished results.

6. You aren’t turning leads into clients

The Issue: You may get a lot of inquiries through DMs, emails, or calls, but if you don’t respond promptly or engage with these leads, you’re missing the opportunity to turn them into booked clients in the future. Even that client who dm you “how much for a sleeve” or who is just inquiring about antattoo idea, they may not be ready to book immediately, but they could become a future client with the right nurturing. They may just need time to save up or maybe you can find ways to accommodate their budget.
Solution: Respond to all inquiries, whether it’s through email, social media, or in-person. A quick reply, even with an automated message saying, “Thank you so much for your interest in my work! Here’s some information about my booking process and FAQs” can help build a positive rapport. Make sure your communication is clear, friendly, and professional. If they’re not ready to book, encourage them to sign up for your mailing list so you can connect with them directly at a later date when your books are open. Building a relationship early on can lead to future bookings.

7. Your books are always open.

The Issue: Having your books constantly open can make it seem like your services are not in high demand. People often want what they can’t have immediately, and if your schedule is too open, potential clients might question whether you’re a top-tier artist.
Solution: Consider limiting availability or creating a waitlist for when your books open. Let clients know when your books will be opening on your newsletter and share limited availability or last minute cancellation spots. By showing that you’re busy, you will create a sense of exclusivity, which can make your services more desirable. This method helps you create anticipation and commitment, showing that you value your time, your clients time and the quality of your work.

8. Lack of Transparency in Pricing.

The issue: If clients don’t know how much your services cost upfront or if your pricing isn’t clear, they may hesitate to book an appointment.
Solution: Weather you post your prices on your FAQs or Offer consultations, make sure you give your clients a way to get a quote and figure out how much their piece will cost. They may be committed to booking with you but just need time to save up. You may also be able to offer financing options.

9. Your booking process is unclear or complicated

The Issue: If your booking process is hard to understand or involves too many steps, potential clients may be discouraged from completing the process and booking an appointment.
Solution: Streamline your booking process. Make sure your website is easy to navigate, with clear instructions on how to book, what information is needed, and what to expect next. If you use email or social media for bookings, provide simple, direct instructions. An efficient and transparent booking process shows that you value the client’s time and makes it easier for them to commit to the appointment.

10. Your portfolio isn’t consistent

The Issue: A scattered or outdated portfolio might confuse potential clients about your abilities or artistic style. If your work isn’t presented clearly or consistently, clients may not be sure if you're the right fit for their vision.
Solution: Regularly update your portfolio with your best and most recent work. Don’t be afraid to delete old posts of tattoos that you don’t want to do more of. And only post tattoos in the style that you’d like to focus on. Organize it by style or theme so that potential clients can easily find the type of tattoo they want. Consistency in your portfolio shows that you’ve mastered your craft and are dedicated to maintaining high-quality work.

11. You aren’t networking

The Issue: Networking is key to building a strong reputation and gaining new clients. Not networking can leave you isolated and miss out on opportunities to collaborate with other artists, studios, or businesses that could refer clients to you.
Solution: Get involved in the local tattoo community by attending conventions, collaborating with other artists, or hosting tattoo events. Reach out to local businesses (like clothing stores, cafes, or gyms) to establish referral partnerships. Building a network within your community increases your exposure and can help you gain new clients through word-of-mouth recommendations. Networking also strengthens your professional relationships, which can lead to future opportunities for growth.

12.You aren’t exclusive.

The issue: When you don’t say “NO” to certain tattoos it prevent you from connecting with the ideal client that truly appreciates your style, artistry, values and experience you provide. If you don’t establish clear boundaries or focus on tattoos that excite you, you risk attracting clients who are not the right fit for you work, making harder to build a solid a loyal clientele base to keep you busy.

Solution: Be transparent about what you DON’T DO on your website, FAQs and booking platform. Saying “NO” to projects that don’t align with your style allows you to fully invest yourself into projects that excite you to define your niche, attracting clients who fully resonate with your style and values. Being exclusive with the work that you do and the clients you work with will naturally attract the right clients who appreciate what you offer, allowing you to build deeper connections resulting in more fulfilling tattoo projects, a more engaged and loyal clientele base.

These solutions focus on creating a meaningful connection with clients and ensuring their happiness throughout the tattoo process—from initial inquiry to aftercare. By building relationships, establishing trust, and creating a positive experience, you’ll increase your chances of gaining repeat clients and referrals, leading to a full and sustainable booking schedule.

I will be available for portfolio reviews and one-on-one business coaching. Please sign up for may mailing list for updates, or email bookings@adrianahallow.com for information.