Does Your Website Turn Potential Massage Clients Into Paying Massage Clients?
Or Does It Turn Them Away?
Welcome back to another Monday with the Mavens. We created the Massage Mavens blog to connect with and educate self-employed massage therapists working to grow as business owners.
It can be lonely working for yourself – and we’re here to remind you that while you’re in business for yourself, you don’t have to be in business by yourself.
While we cater our content to independent MTs, all massage therapists are welcome here; whether you run your own independent massage therapy studio, you contract in a clinic, work in spa, or you are still in school.
Websites for Solo Massage Therapists
You’re listed on Google.
You’re open for business.
But you’re still messaging me with questions like “How do I attract new clients!?”
We all know I’m going to start by telling you to get your studio a website. And to make that website a good one that gives clients what they want. (An accurate idea of who you are, and a user-friendly experience while they learn about what you offer and what you cost.)
I had a coaching call recently that I wanted to share today.
This therapist has a goal is to work with women aged 35 to 45, primarily stay at home moms, in households that make at least $300,000 a year.
Excellent! She’s figured out her ideal client!
Her website, however, has not gotten the memo.
She wants to attract a high-end, feminine clientele.
Her website is built for men. (Or at least people who gravitate toward a more masculine brand).
What do I mean by this? How can a website misrepresent a business’ intention?
Instead of a soothing presence that elicits a feeling of luxury, the website is black and white with aggressive block letters.
Your logo, or your website’s landing page, is your opportunity at a first impression. And first impressions take maybe 1/10th of a second? This is not the time to reinvent the wheel. It is the time to take advantage of and tap into visual patterns people already know how to interpret so we can quickly communicate our vibe, make an accurate first impression, and move on to the next step of the sale.
Instead of clarity around the fact that she occupies a luxury price point, she presents her discounts front and center.
There’s nothing wrong with discounts. But if you are working to attract a clientele in their 30s who has $300,000 a year to burn, you do not need to advertise a senior discount. It’s incongruous.
Instead of quick-and-easy online booking, she has a confusing service menu and irregular hours.
Moms are busy, whether they work or stay at home. They’ve got lives to live and sh*t to do. If you turn booking into a complicated, time-consuming chore, they’ll shop elsewhere.
Now…remember that she has hired me to coach her.
My coaching style is identical to my blog-writing style and my Instagram style: I do not beat around the bush.
She hired me to give her honest feedback… so please don’t hold it against me that that’s what I gave her:
I told her her website is absolutely working against her. It isn’t even a neutral; it is a deterrent.
So. We sat and discussed a new color palette and font, different word choice, creating clarity around business hours, and a handful of other tweaks. *It is worth noting that while I absolutely DO build websites for people, she chose to make these edits herself, and they came out beautifully.
The outcome? Her website is already converting more efficiently.
Does this call resonate with you? Let’s schedule a call of our own! And if you don’t have the budget for 1:1 coaching at this time, worry not! Click HERE for a free guide to DIY improvements on your website
Thanks for stopping by!
As always, we’d love to hear how our content has helped you improve either your studio, your mindset, or your revenue as a self-employed massage therapist.
Rachel Martin, LMT, is an independent massage therapist living in Denver Colorado. Having built her solo massage studio to capacity, she now spends her free time helping other massage therapists do the same. Check out The Bodyworkers Business Collective, Queen Street Marketplace, and The Techy MT to learn more.
