One of the hardest things for Massage & Bodywork practitioners is to produce marketing materials that accurately and persuasively promote their services. Some practitioners get pretty good at in person networking. Other practitioners work hard to promote their practice online. In this article, I’m going to help you with promoting your practice online- specifically with massage websites and what information (and media) to put on your home page.
For massage websites, the Home page is the most important page. It’s the page on your website that makes the first (and sometimes last) impression. Because many potential clients will first learn about you from your home page, it’s also the website page that has the greatest impact for getting visitors to look at more info and more pages.
Every time I’ve helped a Massage & Bodywork practitioner with their website, I’ve asked to look at their analytics. A few of the things I’ve looked for when I have access is their website’s total visits, how the site is first accessed, and what pages get the most views. Every time I’ve looked, the Home page is the front runner, getting the most visits.
So what information should go on your Home page?
We’ll answer this question in 3 parts:
- We’re going to analyze 3 Massage websites. You will see what elements are on the Home page of each example.
- We’ll review the list of elements and determine the importance of each one.
- This section will include what the best elements are for your website’s Home page. And if there’s anything still missing, I’ll make some recommendations for other things to include.
Part 1: Analyzing 3 Massage Websites
For the purpose of this article, I’m going to select 3 Massage websites from Sole practitioners. If you have a clinic with multiple therapists the information can still apply. From a random Google search for the city of Boulder, CO (where I used to live), the three websites are:
Starting off with the Pure Massage website is interesting because the home page is technically one thing- a slider. It looks like this:
A slider is a website element that will rotate images repeatedly. Each image has different text and call to action buttons. Website sliders are common and many designers like to use them because they think it keeps the visitors engaged.
Okay, what does Peaceful Tree Massage have on its website’s home page? I’ve provided a preview below with callouts for what’s included on the Home page.
The callouts in the video mention what’s included on this massage website’s home page, but in case you skipped the video, here’s a recap:
- Welcome message
- Announcement (For the monthly membership)
- Call to Action (“Book Appointment Now”)
- Introduction/Inspiration/Mission statement
- Benefits of massage statement
- Gift certificate announcement
- Client ratings and reviews box
- Footer box with contact info, location, hours, Social Media buttons
Moving on to the third massage website, A Mellow Mood, the video below shows you what’s on the Home page.
A Mellow Mood’s massage website included:
- Categories of services (with images and button links)
- Headshot of HeatherLyn, the practitioner
- Introduction bio to HeatherLyn
- Three of her most recent blog posts
- Instagram feature box (something’s broken here because the images don’t show)
- Link to her Facebook Fan Page
- Phone number
- Schedule button
- Office hours
- Location address
- Logo for a partner
Part 1 is now complete. Let’s move on to Part 2.
Part 2: Reviewing The Elements On All 3 Massage Websites
Between all 3 massage websites, here’s some common things that each Home page had:
Each website did their best to display what their most highlighted things are. By “things” I mean service specialties, current promotions, location of the practice, and the simplest ways to schedule a session.
You’ll want to do the same for your Massage website. You’ll also want to make sure the design, colors, fonts, images, video, and other elements match the message of your branding. Do you know what branding means? I like to define it as the look and feel (the emotional experience) someone has when they hear or see your promotional materials, talk to you about your services, or some other way to learn more about what you do. Branding is very important when making massage websites so please, please, please keep that in mind when you promote yourself.
Since I’m on the topic of design, my advice is to keep your design pretty simple so that it’s easy for potential clients to scroll, swipe, or whatever to see if they can find what they’re looking for on your site. Some website design elements (like the slider) share the information, but not in an easy to access way. (I’m a big proponent of simplicity. If you want to understand why simplicity is valuable for massage websites, and an online presence in general, I created a free course that shares more knowledge about the topic.)
Okay, let’s move on to part 3.
Part 3: What to Put On The Home Page of Your Massage Website
If you’ve read everything up to this point, you’ve done some great prep work for a deeper understanding of what things can be helpful and what cannot for Home pages on massage websites. If you’ve just skipped to this part, I commend you for your time efficiency, lol.
So, in general, you want to have these things on your Home page:
- A way to show your specialty. In most cases, you want to make it about your work (services) and not you. (What makes you unique is meant for your About page.)
- A specific call-to-action that stands out. For most massage websites (well, probably every massage website), a specific call-to-action like “Schedule Your Session Now” is direct, clear, and arguably the best thing to suggest to potential clients visiting your site. Using something like “Book Now” is also good but “book” has multiple meanings. Keep it simple and clear in your call-to-actions.
- Your hours and location listed. This is very helpful information for the potential client and also Google if you’re trying to improve your website’s search engine results rankings.
- A case study (not a testimonial) of your ideal client and how your services helped them. Avoid putting something that communicates how great you are. Rather, focus on a message that communicates how your client’s pain or problem ended because of the work you did.
- Easy to read text (no crazy fonts), colors that are easy on the eye (soft colors- a blend of white with earth tones), and easy navigation for your menu. (This is all design stuff- it’s super important.)
In addition to the 5 things just mentioned, I also recommend the following for massage websites:
- A logo. It was noted on some of the massage websites we reviewed and I think it’s important to have. It’s an indication of professionalism, helping potential clients take your services more seriously and develop more trust in your brand. On massage websites, logos shouldn’t take up too much space. Often, businesses with a logo put it on the upper left area of their home page (and menu bar).
- An image of you massaging a client. Having an image like this on your massage website’s home page is like having a testimonial (case study). Potential clients who visit your massage website will be drawn to the image. It can give them a sense of what it would be like to receive from you. Some practitioners put their headshot on their Home page. I recommend doing that on the About page. On your Home page, try to showcase your work at its best.
- Your real life magical super power. Okay, maybe not exactly that but a specific title statement that helps portray your work at its best. (In big business, this is referred to as a unique sales proposition- USP.) Some examples of this type of statement from my past students are “Rediscover your authentic self” and “Re-energize your life”. This statement can be hard to come up with but once you do, it’s something that will be the core of your communication. What I mean is you can use that statement in professional conversations to help potential clients understand what makes you the best at what you do.
Okay, there’s 8 things to make sure you put on the Home page of your massage website. As you consider these or get them on your site, keep the site design in mind. The way massage websites look does make a big difference. Online, people do judge a book by it’s cover (because that’s about all they have- their visual perception of things).
Hope the information I’ve provided here helps. If you still need more inspiration and ideas, take my free massage website introduction course. It helps provide more knowledge about websites for massage therapists, plus inspiration for making or improving your massage website.
But if you’re ready to make a website that helps turn visitors into scheduling clients, take my complete guide to creating a massage and bodywork website course. This course is the best way to make a website that has everything you need to share your services in ways that compel and convert visitors into paying clients.