Massage is a good thing and sorely needed.
At Massage on the Web, we want all massage therapists to succeed.
The following information will help you get the most from your
web site. If you have the knowledge, inclination and time to do
it yourself, you will be helped by this information. If not, we
hope you will give us a call.
Table of Contents
Site Marketing Tips
1. Put your
web address on all your newsletters, stationery,
business cards, ads, flyers, etc.
Think of your web site as a
brochure holder in everyone's house. It holds brochures which
you can update as frequently as you like with any information
or pictures. Make sure everyone you talk to knows he/she can find
all they want to know about you and/or massage just by looking
at your brochure in their house, office, library, or hotel room
any time, day or night.
A web site is only a part of
your marketing campaign. The more elements you add to your campaign
(consistent client newsletters — 4 to 6 times a year, talks
to local groups, flyers, joining the chamber of commerce, passing
out business cards, ads in local health food magazines,etc.) the
more potential clients will know about you. Marketing professionals
know that it takes repetition for people to remember your name
when they want massage or bodywork. That's why a monthly newsletter
is so effective.
2. Put valuable (useful,
educational, entertaining) content on your site.
If you have meaningless information
that adds nothing new and is boring to read, no one will want
to look at your brochure for long and no one will look at it again
except to remember your address or phone number. However, if you
put useful, educational and/or entertaining information in it,
they will read more of it when they do look at it and show it
to others. This is especially valuable when you put all your services
and products in it. (See 4 below.)
Another great way to add valuable
content is to include a web site-only discount or special.
3. Change your information
Once you have entertained someone
or given them some useful information, they will look forward
to seeing you again. However, if the next time you are together
you tell the same jokes and stories, they will not want to come
see you again. Change your web site-only special and you'll have
more repeat visitors to your site and a good method to track how
many of your clients are visiting your site regularly.
4. Include all your
services and products.
Many years ago as a new marketing
director, I learned that adding all our services and products
to our price list increased sales. Your client may not mention
that his wife is always asking to have her feet massaged, but
when she sees reflexology/foot massage in his copy of your brochure,
she'll make an appointment herself.
5. Avoid making your
web site annoying to the eye.
Notice I did not say make your
web site a work of art. People will visit your web site primarily
because you told them to look at it; they need your address, phone
number, or a map; or they are searching for a particular type
of bodywork in your city. In other words, it is content that drives
people to your site. Do not prevent them from finding and reading
your content easily. Do not squeeze so much information on the
page that the main points are hard to find. Do not use blinking,
jumping animation that becomes annoying after 10 seconds. Avoid
color combinations that are uncomfortable to look at. (I learned
that the hard way when I moved off-campus at college and painted
my bedroom orange with a yellow ceiling. Try waking up to that!)
6. Always include your
phone number, address, and an email link.
Never, never, never do promotion
without telling people how to find you. That is the whole purpose
of promotion. When someone is looking at your web site, giving
them the ability to reach you with only a click is vital. They
are already thinking about you. On other forms of advertising,
it is recommended, but not as crucial.
7. Include a good photo
and ensure it displays well.
Ads with personal photos generally
are more effective than those without. This is true in print advertising
as well. However, ensure it displays well on the web. The colors
should be lifelike. The size should be pleasing without overwhelming.
The degree of detail (resolution) should look like a photo, not
like a fax. However, if all you have are bad photos, skip the
photo. Better no photo than a bad or poorly presented one.
8. Exchange links with
other relevant web sites.
Some examples are: your local
chamber of commerce(s), local business groups (offer a discount
on their first massage to a company's employee), your local school
district (or any group with high stress), Touch Research Institute,
and alternative health sites. Look through paper and online directories
9. Submit your web site
to search engines.
Some people are replacing the
yellow pages and 411 (telephone) information with the web. When
my wife wants to know the hours of a store near us, I never look
up the number, call them and ask. I just search the web for the
store name, my home town and state. If that fails (maybe one out
of fifteen times), I use the yellow pages and call.
Now, granted I am not the average
person. I am a "techie" with a fancy connection to the
web and lots of experience. However, I am not different, just
ahead of the crowd. In three years, you will see everyone using
the web to find what they want — and you want to be found.
MSN, Google, Yahoo and Altavista
are the most important ones. On our support
page, you can submit your site to search engines. [Note: Beware
of submitting your web site to more than ten or twenty search
engines. The hundreds more will only get you ten or twenty unwanted
emails a day!]