If you're reading this, you probably have some suspicion that something isn't quite right with your current massage business website. You're not sure exactly what needs improvement, but you’re not confident with where it’s at now.
The signs that your website needs help are obvious: you're not getting clients from your site, or you're not getting the right clients. In this post I share the three key areas to creating a website that works to build your massage business.
1 - VISUAL DESIGN
A majority of visitors to websites take less than a minute before deciding to leave or stay and learn more. That’s why the visual element is crucial. It’s your opportunity to use visual artistic expression to get people interested in staying and exploring further.
Websites can be stunning, beautiful creations with layouts that flow. Done well, your visual design reveals a lot about who you are as a massage therapist. It attracts your ideal clients, giving them a visceral sense of your essence. Graphics and layout tap into right brain intuition. Even so, there is a science behind what works and what doesn’t work on an artistic level.
Done poorly, it falls flat - hiding what’s really unique and exciting about your healing vision. Visitors to your site won’t know who you are or what you stand for. Done well, visual elements capture the imagination of prospective clients and inspire them to take the next steps to work with you.
Copywriting is a form of written communication with the aim of convincing people to buy what you’re selling. Your massage business website needs to use words to convey a meaning about who you are and what you offer.
The best copy doesn’t just focus on who you are and what you do, however. Effective sales writing focuses on the wants, needs and experience of the client. What’s important to them? What problems do they have, and how can you solve them?
When you write about yourself and your services, focus on phrasing that speaks to how you help people, and what value and benefit they’ll get from your approach. You don’t have to make grand promises about results such as, “Get out of pain forever.” Instead, explore what matters most to people who come to you - what do you honestly and realistically provide that’s meaningful and important to them? And then set yourself apart from others by exploring what’s unique about your craft.
Search Engine Optimization (SEO) is equally as important as your website itself. Making sure that prospective clients find you while searching the Internet is crucial. If your local SEO isn't dialed in, it’s like you’re invisible. You might be the perfect fit for someone in your community, but when your website doesn’t show up in search results, you both miss out on the opportunity to connect.
SEO is an ever evolving art as much as it is a science. You can learn how to utilized headings, keywords, content and third party listings to improve your search engine ranking. There are a number of companies that provide small business SEO tools. I personally use Moz a lot. I read their articles, and use both free and pro services to help my business get seen in my crowded local marketplace.
JOIN THE EVOLUTION
On Saturday, September 30, 2017 the Massage Practice Mentor Facebook group members are welcome to attend a free one hour live Q&A by Zoom video conference. Starts at 3:00pm PST. You're invited to join! (See details in the group events page.)
MARKETING FOR MASSAGE VISIONARIES
These are the three areas I focus on to help people create and improve their massage practice websites as part of my Marketing for Massage Visionaries mentoring program. You receive detailed 1:1 coaching as you learn more about how to grow your business - get more clients and make more money doing what you love - for only $75 a month. Click here to learn more about Marketing for Massage Visionaries.