The tattoo industry has gotten more saturated in recent years, with plenty of new competitors popping up, especially in larger cities. This means that clients have more to choose from, and it’s important you know how to stand out as a tattoo artist.
In this article, we’ll share practical tips and strategies for staying ahead of your competitors by making a strong case for why people should pick you — without having to lower your rates.
We’ll also cover exactly why standing out matters a lot more now, including some insights for long-time tattoo artists.
10 Moves You Should Make To Stand Out in the Tattoo Market
Below are the most effective ways to stand out locally as a tattoo business, whether you’re a solo artist or a multi-artist studio.
1. Choose your specialty and make it obvious everywhere
If your social media bio, website, and booking page only provide generic information, potential clients won’t be able to get why they should pick you, and you end up looking the same as every other tattoo artist they’re considering.
That’s why it’s important to pick 1–3 types of work you want to be known for (e.g., lettering, fine line botanicals, bold traditional, blackwork, cover-ups, micro-realism), and then make that the headline of your brand.
In short: Your specialty should be the main takeaway someone gets when they click your profile, so they’re more likely to see why they should pick you over other tattoo shops. After all, in a crowded market, clarity is a competitive advantage.
This doesn’t mean you have to limit yourself or refuse other projects that aren’t exactly your specialty. It simply means you’re highlighting what you’re best at, so most people don’t have to guess whether you’re the right artist for their idea.
Also read: 15 Ways To Get More Tattoo Clients
2. Curate your best work so quality is clear at a glance
In a saturated tattoo market, producing good work is only the bare minimum. Your potential clients are probably comparing your work with those of two (or more) other artists.
That said, your portfolio needs to do more than just prove you can tattoo; it also needs to quickly show that you know exactly what you’re doing — and you do it consistently.
When it comes to your portfolio website, lead with photos of the nine most impressive (not necessarily the most recent) tattoos you’ve done. As for your social media pages, which also function as portfolios, you should pin two to three posts featuring your best works.
Also, it’s best to showcase healed tattoos as much as possible, since you want to prove all your works hold up over time. It’s a quick trust-builder, especially for first-timers and cautious clients who’ve had a poor tattoo experience in the past.
3. Organize your portfolio for easy browsing
Whether it’s your portfolio website or your social media pages, your online content should be organized in a way that it’s easy for someone to find what they’re looking for without much digging.
Start by sorting your work into clear categories, using straightforward titles that clients will easily understand (e.g., “Fine Line,” “Cover-Ups,” “Sleeves”). That way, they can quickly jump to the work that matches their idea, which keeps them on your page longer.
You might also want to add short captions that explain your choices. For instance, you can share how you adjusted a tattoo reference to fit the body, or what you did to ensure a design still looks sharp months from now.
That extra context does two things: It shows you’re thoughtful, and it makes clients feel taken care of before they even message you. When people feel like you can guide them through the process, you come across as the best choice.
4. Get your shop to show up in top local search results
When new tattoo studios open in the same neighborhood as you, appearing in local Google searches (such as “tattoo shop near me”) becomes a straight-up competition for attention.
And for better or worse, the winners of this competition aren’t always the ones who give the best tattoos. It’s often the ones who pop up in the first few results and look credible enough.
Fortunately, you can influence those search results to go in your favor. There are a few main things Google uses to decide which shops show up first, and the steps below help improve the chances of Google “choosing” you:
Make sure your Google Business Profile includes accurate shop hours, high-quality photos, a complete list of your services and prices, and a booking link so people can act immediately.
Aim to get new reviews consistently. Ask clients for a Google review after each appointment, and reply to every review (good or bad) so your profile stays active and trustworthy.
Mention your city and neighborhood on your website, social media, and booking page. Sprinkle it in naturally with phrases like “[location] tattoo shop” and “tattoo artist in [city]” on your bio and page titles.
5. Make it easier to reserve a slot with you than with anyone nearby
If booking with you means DMing, waiting, answering questions, and then hoping you have a slot, many clients will choose another artist who has a more efficient booking process.
That’s why you should use a system like Bookedin, so clients can conveniently book an appointment on their own — even when you and your team are busy, or when it’s past your business hours. In practice, that means you have the following:
A booking page with a link that’s easy to find on your website and socials
A list of service options, each with time estimates
An intake form that collects some info you need ahead of time
Transparent deposit and policy details shown before clients confirm
Clear next steps after they submit (e.g., what happens next, what they need to do before their appointment)
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6. Sell clients on the experience, not just the tattoo
Your client experience matters as much as your portfolio, as it’s what significantly helps convince someone to pick you over other tattoo studios nearby. That said, clients should feel your shop is trustworthy, professional, and easy to deal with.
Start with a clear consultation process to agree on important details like placement, size, and design adjustments. In turn, you give clients a quick explanation of your process, timing, and pricing, which helps assure that they’re in good hands.
Don’t forget your actual shop environment, too. Beyond just having a welcoming vibe and nice decor, your space should also look put-together — think clean stations, obvious attention to hygiene, organized setup, and friendly, confident staff.
Also read: 8 Tips for Managing Your Tattoo Studio
7. Keep previous and regular clients in your orbit
When new tattoo shops are constantly popping up in your area, retention becomes your quiet advantage because repeat clients already trust you — and are therefore less likely to be looking elsewhere.
The goal is to stay on their radar in a way that feels helpful, not nagging or spammy, so you’ll always be the first one they think of when they want a new tattoo (or when a friend asks for a recommendation).
After their tattoo appointment, you could casually float an idea for their possible next piece, so they’ll have a reason to return. It’s also good to invite them to reach out to you with any healing-related questions, so they won’t feel awkward asking later.
Lastly, if you want to reward their loyalty, consider giving repeat clients some small perks like early access to flash drops or first dibs on last-minute openings.
Also read: 8 Effective Ways To Keep Your Clients Coming Back
8. Create a set of starter options
If bookings are slower because the market’s crowded, “starter options” can help you bring in more clients without having to lower your rates or resort to discounts.
In plain terms, this means offering a few simple, standardized tattoo options that the artist can easily fit into their schedule and execute. Think of these as a clear, easy entry point that clients can quickly choose from and book on the spot.
These are usually smaller pieces with a reliable time estimate and clear limits around size, placement, and what’s included. You should also have a fixed price or a tight price range.
For example, you can offer a menu of tinier tattoos or a few special-edition flash designs that can fit into a 60-minute block. And the best part? These smaller appointments often turn into larger projects once you’ve earned the client’s trust.
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9. Set up recurring promos or themes that clients can count on
Another smart way to stand out as a tattoo artist or studio is by running recurring promos or themes. This gives clients something to look forward to regularly, especially if they’ve known your shop for quite some time.
Some examples include monthly flash drops with limited slots, a quarterly “cover-up consult week,” and seasonal themes (e.g., spring florals, spooky October, Valentine’s matching symbols).
Of course, make sure your promo or theme is easy to understand — that is, clients know what it is, when it’s happening, and exactly how to grab a spot.
Over time, these help create a reliable rhythm for your shop calendar instead of relying on last-minute inquiries to fill slots on a slow week. It also takes pressure off you to constantly come up with new marketing ideas just to attract clients.
In this case, micro-events are small, simple gatherings that help spark interest fast and bring in a wave of tattoo bookings within a short window.
That said, these events don’t have to be big or gimmicky; they just need an engaging idea or theme and an easy way for people to participate. Below are some micro-event ideas you should consider for your tattoo studio:
Guest artist weekend: Bring in a visiting tattoo artist for a day or two, and promote a specific style or flash sheet clients can book ahead.
Project planning and design night: Host a one-night block of short consultation slots for bigger pieces where people can come in, meet you, map out the idea, and lock in dates with a deposit.
Matching tattoo day: Provide a curated set of small matching options for friends, couples, or siblings, booked in paired time slots.
Local artist pop-up: Tattoo from one fixed flash sheet while a nearby illustrator sets up in-studio to sell their prints or merch inspired by that same theme or design set, so the whole pop-up feels cohesive.
Small giveaways: Give free add-ons or retail products (like an aftercare kit) for the first 15 bookings, or for anyone who books on the spot.
For these micro-events, you can even partner with local businesses — ideally one with a similar target market, like a barbershop, bike cafe, or pub. That way, your tattoo studio will get exposure to customers who already trust that other business.
Even one well-organized micro-event can make your studio more memorable within the community, which naturally leads to better word-of-mouth and more local referrals.
Also read: 12 Best Ideas for a Client Appreciation Event
Why Standing Out Matters More Than Ever for Tattoo Studios
When new tattoo studios keep opening nearby, it doesn’t just mean more competition for you. It also means the bar overall is higher, because clients have more options and can therefore switch shops easily if they find anything off or not up to par.
That’s why knowing how to stand out as a tattoo artist or studio has never been more important.
In fact, we’ve asked artists what’s changed most, and their answers were pretty consistent. Martin Moore, co-owner of Mavericks Tattoo Studio in Southampton, said it best:
“Tattooing is a very different industry now. The community has grown massively over the past 10 years or so. It was already getting big when I started about 15 years ago, but now it’s a whole different ballgame.
When I began tattooing, there were maybe five other tattoo studios in the larger area, and we all knew each other by name. Now, in the town center alone, I’d guess there are 30 or 40 shops. Across the greater metropolitan area, there are probably over a hundred.
However, with the way the economy’s been lately, people don’t have as much disposable income for tattoos. So, there’s a lot more competition over getting new clients, since it seems there aren’t as many clients to go around as there once were.”
As you can see, even talented studios that have been around for a long time notice the impact when clients have a lot more choices.
The good news is you don’t need to reinvent your shop just to see a noticeable difference in how consistently you get bookings. It’s mostly about improving your brand visibility and client experience, plus being proactive as much as possible.
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FAQ About How To Stand Out as a Tattoo Artist
No, those are often not recommended. Dropping prices may feel like an easy fix, but it tends to attract difficult clients who are more likely to ghost, reschedule repeatedly, or constantly complain about costs — all of which drain your time.
Also, once you’re considered “the cheaper shop,” it’ll be harder to raise prices later (which you’ll likely have to) without a lot of pushback.
You need to showcase your tattoo style and sample works more clearly. Lead with what you want to be known for (even if it’s within the same style), and make your portfolio easy to scan with strong examples and healed photos.
Yes, reviews on Google are one of the quickest trust signals when someone is comparing multiple shops nearby.
Even if your work is amazing, a studio with more recent, detailed, positive reviews often feels like the safer choice to a new client.
A steady flow of reviews also keeps your profile looking active and credible, which can help you show up more in local searches and map results.
When asking to partner with other local businesses, keep the collaboration proposal simple and easy to comprehend.
Make sure the other business will also get something real out of it — such as extra foot traffic, content, a perk for their customers, or promotion to your own client base.
For example, you can co-host a small pop-up/flash day, swap flyers with QR promotion links at each other’s front desks, or do a joint giveaway where both businesses promote it.
Yes, they can, but make sure they’re well-structured and organized.
Flash days work best when you keep it clear and limited: one sheet, set size/placement rules, set number of slots, and a simple way to book (ideally with deposits).
