If you’re constantly trying to get in front of new clients, growing your audience so…
Your business’ website is one of the most important parts of your digital presence; it’s what’s going to be the first impression of your business for many of your potential clients, so it needs to be effective. So here’s 2 of the things I think are most critical to a great website for your massage business.
#1 Own Your Site
Even if you have someone else handling the design or development, that doesn’t mean you shouldn’t be able to go in and make changes if needed, or transfer control away from those people. What happens if your designer or developer is out on vacation and you have some expired special still up on your website that needs to be taken down? You should be able to go in and do that yourself. So make sure you have the capability to do so and at least a basic understanding of how to make simple changes. Or what if you need a really simple thing changed…are you going to be waiting for a week for your designer to have time to do it? Or are you going to have to pay an extra fee because it goes past your monthly or quarterly allowance of changes? Or what if, God forbid, your designer just ghosts you. I’ve seen this happen so many times, and it’s probably the primary reason I am so adamant about this…numerous massage therapists who have literally had no way to access their own website. They lost the domain, all the content, all the account accesses, everything, and had to start over from scratch. I’ve known far too many therapists who have lost control of their sites like this and not only can they not make changes themselves and they’re entirely dependent on the developer, but some have even been locked in so they can’t transfer away from that developer if they’re not happy with the service, or otherwise don’t have true ownership of the site. So whatever your arrangement is if you hire someone to design your site for you, YOU keep ownership. YOU keep access. YOU have a backup plan to access every part of it. It’s your site. Don’t let anyone else own it or they own a critical part of your business and can easily screw you over.
People get caught up on the design part, the look of their website. And while yes, you do want a site that is eye-catching and nice to look at, more importantly you want one that is functional. That means it’s easy to navigate and intuitive to how someone would normally click through a website. On each page and each section of each page, you need to be sure that you’re considering what you want your ideal client to get out of it and where you want them to go next. I’ve seen some really pretty websites, but their functionality royally sucked, and it meant I didn’t even want to take the time to figure out what the heck I was supposed to do to find the information I needed. So I didn’t stay, which means I didn’t do business with them.
And this is also about simplicity. An overly complex website can be cumbersome to navigate…nobody wants that. For those of us over a certain age, we can remember back to those first websites with the gazillion neon flashy things on a black background and banners and stars and dancing clipart and all kinds of craziness from those early days of the world wide web. Yeah, let’s not do any of that. Because regardless of the fact that we’re in 2021, there’s still people who are going for flashy because they think it’s eye catching. It’s not catching anyone’s eye, it’s hurting their eyes. Just keep it simple. Your design, your copy, your navigation. You don’t need cute, coy, or trendy little things all over the place. You’re a service based business, which means you need them to book an appointment with you. Simple. Educate them on what you do and why they need it. Then tell them how to get it…and make it easy to do so. Simple as that.