May 9th, 2018
In today’s blog/video I want to talk to you about the 3 big changes to make to your website to actually get people to book with you. There’s all kinds of things that go into making an effective website and getting the right people to see your info and make that appointment. But here’s three of the biggest things I’ve noticed on a regular basis looking over websites from therapists all over the world.
#1 There are a few Things you Need to Convey Immediately on Your Website That Most People Don’t
These may seem obvious, but they cannot be stated enough because so many people think they’ve got this down and it’s just not there. So in the first few seconds that someone comes on the homepage of your website, before they ever have to scroll at all, can they figure out WHAT YOU DO, WHY THEY NEED IT, and HOW TO GET IT? For example, you may have a big picture of massage, or even your specific niche modality or clientele – that immediately tells them what you do. Don’t put pictures of your empty treatment room or waiting room as the main photo on your homepage. If you want that somewhere else that’s fine, but that doesn’t tell anyone what you do, and it sure doesn’t make them want to be there. Do restaurants put a photo of their empty dining room on the homepage of their website? No. They put pictures of their food and happy people eating. Same thing with any other business…your ideal client has to see what you do immediately and has to be able to envision themselves in that photo – has to relate to what’s being offered, or you’ve already lost them. Then your slogan may be in big bold text across the image or the header that tells them why they need it. It should speak to your ideal client and their problem – so pain relief, relaxation, sports therapy, pathology specific, whatever – it should be included as concisely and boldly as possible to get the point across of who you help and therefore why they need you. And lastly, your book now button or contact form or phone number or however they can schedule an appointment with you; that needs to be somewhere really obvious. It could be a big bold colored button near the top of the page or just under your slogan. But it needs to stand out. Some people have their schedule link in their menu, which is fine, but if you’re going to do that it can kind of get lost, so have it again somewhere where it really stands out from all the noise and text of your site. People are going to spend no more than about 3-5 seconds, maybe 7 if you’re lucky, determining if your website is right for them or not. So you have to express those 3 things in the first few seconds so that those ideal clients will continue looking through the rest of your site and know enough already that you’re potentially for them to take the time to read further. We’re all in a hurry and we all have a gazillion distractions and notifications and such at any given point in time, so you have to get your message across quickly. Making that simple change to your homepage can make a massive difference.
#2 Stop Welcoming People to Your Website
This kind of goes with number one, but it’s something I still see all the time. “Welcome to our website” or “welcome to xyz massage center”. That is precious precious space on that homepage that you’re wasting. That space should be reserved for speaking to those three important points – what you do, why they need it, and how to get it. They already have your logo and business name, they really don’t need an official welcome. Again, very short attention spans. And that’s not just me being cynical of people, that’s just basic biology – our brains are designed to work as little as possible, to burn as few calories as possible. The clearer you can be, the more concise you can make your messaging, the better it is – especially in those first few critical seconds of someone coming onto your website.
#3 Check to see if You’re Expressing a Niche When you Really Don’t Have one
Here’s what I mean by this…I’ve done a lot of website reviews for people, and oftentimes they’ll have their photos or their menu in a way that makes it seem like they only perform a few specialized services. For example, I just recently looked over 4 different websites, all of whom, from first glance, seemed to specialize in prenatal massage. It was front and center, either text or photos, it was the only service that popped up on their drop-down menu of services…things like that. So the idea was that they wanted to explain the benefits specifically of prenatal massage but they also offered massage to a pretty generalized population – far from just prenatal clients. But just looking over their website, it wasn’t as fluid as it could have been to express that. So like on one of these sites, in their main menu at the top of their website they had the tab for services, and when you hover over that tab, a drop down menu appeared that listed out prenatal massage and post-partum massage…that’s it. So at first glance, that’s all you would think they offered. But if you clicked the services tab you were taken to a page that listed out all the general massage services and add-ons they offered as well. But a lot of people wouldn’t have even clicked on that – they would see prenatal and postpartum and assume you didn’t offer anything for them and immediately click away. So changing that so that either no drop-downs appear from that tab or they could have a separate page and drop down section for each individual service. That way, all those general clients, they’ll see something that applies to them. Does that make sense?
So while there’s a ton of things that go into making an effective website, these are 3 quick things you can go in and change right now – fix today, and start seeing the benefits immediately. If you need stock photos and other resources for your website and social media accounts, become a member of My Massage World and get access to thousands of dollar’s worth of realistic stock photos, social media graphics, blog posts, business tips, and so much more.
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