What I’ve Learned From Reviewing Dozens of Massage Therapy Websites

Over the years, I’ve reviewed dozens of massage therapy websites for therapists different stages of business. I’ve looked at beautiful custom websites, simple DIY sites, and booking-platform sites like MassageBook or Vagaro.

While every business is different, I’ve noticed that I find myself giving the same advice over and over again.

Most massage therapists don’t need a fancy website with dozens of pages, professional copywriting, or every bell and whistle available.

You need a website that helps the right potential client find you, feel comfortable with you, understand what you offer, and take the next step.

Here are the six things I recommend most often.

1. Tell People What You Do and Where You Are FIRST

When someone lands on your website, they should be able to tell within a few seconds:

What do you do? Can you help ME? Where are you located? And am I in the right place?

This sounds incredibly basic, but it is probably the most common issue I see.

I’ll land on a beautiful homepage with a business name, logo, relaxing photograph, and an inspirational quote...but I have no idea where the business is or exactly what they offer.

Don't assume people will investigate.

Something as simple as:

Customized Massage Therapy in Austin, Texas
Offering relaxation, therapeutic and deep tissue massage for stress, tension and pain.

immediately tells a potential client they've landed in the right place.

You can also naturally mention nearby neighborhoods, towns, or communities you serve throughout your website. This gives potential clients useful information and can also help search engines understand where your business is located.

2. Don't Just Say "Book Now" Explain HOW

This might be the recommendation I give more than any other.

Massage therapists spend all day using their own booking systems, so they forget that a brand-new client has never seen them before.

If your Book Now button takes someone to another website, what happens when they get there?

Do they choose a service first? A therapist? A date? Do they need to create an account? Will they need a credit card? Are they paying now or later? Is there an intake form?

Don't make them figure it out.

Give them a simple explanation:

Step 1: Click the Book Now button.
Step 2: Choose your massage and preferred therapist.
Step 3: Select an available appointment time.
Step 4: Enter your information and complete your booking.

Your actual process may be different, but the idea is the same.

Hold your client's hand through the booking process.

Every unanswered question is an opportunity for someone to get distracted, frustrated, or decide they'll come back later, and we all know how often "later" happens.

3. Tell People What Your Services Cost

I am a big believer in putting prices on massage websites.

People want to know how much things cost.

I don't want to click through three pages, create an account, choose a service, and get halfway through your booking process just to discover what a 60-minute massage costs.

I also recommend giving people enough information to understand why they might choose one service over another.

This becomes especially important if you offer specialized modalities or have created your own service names.

Your clients may not know what your specialty technique means. They probably know what they want to accomplish:

• My back hurts.

• I'm stressed.

• I want deeper pressure.

• I want to relax.

• I'm an athlete and everything feels tight.

• I want a full-body massage.

• I have one specific area that needs attention.

Write your descriptions for clients, not other massage therapists.

4. Please Show Me What You Look Like!

Massage is personal.

Someone who books an appointment with you may be getting undressed, lying on your table, and trusting you to touch their body for an hour or more.

They want to know who you are!

Yet I still review massage websites where I can't find a single picture of the massage therapist.

Whenever possible, I recommend including real photographs of:

• You

• Your treatment room

• You working with a client

• Your office or spa

• The outside of the building if it helps people find you

Professional photography is wonderful if it's in your budget, but authentic photos are more important than perfect photos.

Stock photos can make a website look pretty, but they can't show a potential client where they're going and who they're actually meeting.

Photos build trust before the client ever walks through your door.

5. Answer the Questions Your Clients Are Already Asking in Their Heads

Imagine that you've never been to your business before.

What would you want to know?

Where do I park?

Is your office inside another business?

What should I wear?

How early should I arrive?

What happens during my first appointment?

Do I need to fill out paperwork?

What is your cancellation policy?

Do you take credit cards?

How do I find your suite once I'm inside the building?

Do I need to choose a therapist?

What type of massage should I book?

These are exactly the kinds of details I love seeing on massage websites.

An FAQ section is a great way to answer many of them, but you don't have to hide everything on one FAQ page.

In fact, it's okay to repeat important information.

If someone is looking at your services page and wondering where you're located, tell them. If they're about to click Book Now, remind them what happens next.

People don't necessarily start on your homepage and dutifully read every page in order. Give them the information they need where they need it.

6. Make Your Website Easy to Read

You have no control over how much patience someone brings to your website.

They're probably on their phone, or comparing several massage therapists. They might be trying to book while sitting in the school pickup line or watching TV.

Make it easy for them.

Some of the most common things I recommend changing are:

• Tiny text

• Low-contrast text that's difficult to read

• Huge logos or photographs taking up the entire first screen

• Very long paragraphs

• Important information buried at the bottom of a page

• Confusing navigation

• Broken or outdated links

• Buttons that don't clearly explain what they do

Use headlines. Add some white space. Break up paragraphs. Make buttons & links obvious (click here!). Check your links periodically.

And don't forget to look at your website on both your computer and your phone.

The Six Questions Every Massage Website Should Answer

After doing many website reviews, I've realized that almost everything I recommend comes back to six questions your potential client is asking:

Am I in the right place?

Is this what I'm looking for?

Do I trust you?

What does it cost?

What do I need to know?

How do I book?

If your website answers those six questions quickly and clearly, you're already doing a lot right.

And here's one final piece of advice:

You don't have to make your website perfect.

Websites are never really finished. You can start with something simple. You can improve your photos later. You can rewrite a service description next month. You can add FAQs as clients ask new questions, and continue improving your SEO over time.

I'd much rather see a massage therapist have a good, clear website that's live and helping clients find them than spend six months trying to build the perfect one.

Take a look at your website today through the eyes of someone who has never heard of you.

Can they answer those six questions?

If not, make some updates and continuing improving over time.