When a potential client visits your website, you have about 5 (five) seconds to tell them what they want to know before they go somewhere else.
In the last couple few entries I’ve focused on the importance of knowing who your ideal clients are and what they truly want.
Of course they want to know how to contact you, where you are located, that you are professional and what your fees are.
Truly the first thing they want to know is how your work is going to better their lives.
Tell them first thing.
You can be very matter-of-fact and say:
Many of my clients find that a couple sessions (of massage/shiatsu/reiki/etc) eases the oppressive weight of anxiety from your shoulders, neck and chest. You will be able to breathe more freely and sleep more deeply.
You can play around with variations of:
I can help improve your golf game.
I can reduce pain that comes from sitting at a desk all day.
I can work with you and your health care team to improve your balance, appetite and sleep.
How do you know what your clients want to hear?
I would ask your favorite clients why they come to see you. Their first answer will probably be something along the lines of a compliment to you. This is nice, but ask again. Give them examples if they are having a hard time. Do they come to you because of your location? hours? No one can work that catch in their neck better than you? They are heavy and you are heavy, too, so they feel more comfortable getting on your table?
The absolute best thing I can think of is to see what people are saying about other massage therapists / bodyworkers. The easiest way to do that is to get online and type in “massage [Seattle] reviews” in the search engine. The first relevant one I found this morning was for Dreamclinic. Browse through the review. You can see why people book sessions there and what words they use to describe the experience.
Use your ideal clients’ words. You can’t get it any better than that.
And, as always …
In order to focus your message, you need to be clear on what kind of client you are working to attract. Elders? Chronically ill? Professionals? Craftsmen? Children? Women 35-50 with two kids who drive Escalades and get their roots retouched every six weeks?
As I’ve said a gazillion and twelve times, when you know who your ideal client is, you’ll know how to talk to them.
And you have five (5) seconds.
All my best,
Eileen
P.S. If anyone has any comments this week, I may be a while getting back to you. I’m in Montana and I have two words for you: Dial. Up.
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7 users commented in " Why You Should Book a Session with Me: Marketing massage on your website "
Great post! It is SO important to tell people what’s in it for them right up front because it’s what keeps them on your site.
I’ve lost track of the number of sites that start out with “I do …”, and the majority of people’s responses to that is to click off the site while saying “I need to find someone who can help ME”
Hope you’re having a great time in Montanna!
Karen
Great idea’s. And hey, I’m in Montana on high speed, 2 miles from Glacier Natl. Park ! ! ! Have fun and enjoy our part of God’s country.
I love your comments. I’m a Reiki healer with a website. In over a year I’ve yet to have any purchases thru my site. Any ideas?
Thanks, Donna Rae
Well, Donna Rae, I have *theories*.
My working theory is that websites legitimize your practice.
Bodywork/healing sites give folks an opportunity to get to know more about the practitioner in a “safe,” non-committal way.
But I believe, ultimately, they want to talk to you before booking. They want to judge how you sound; they want to hear whether you sound reliable or like a charlatan. They want to get a feel for you. Especially for a practice like yours which focuses more on energy and the spiritual/ethereal.
(I hope I’m summing-up your practice correctly.)
Do you get a satisfactory number of bookings? Do you know whether new clients have spent any time on your site before contacting you in person/through email?
How do people find your site? Who are your clients? What is the most important thing for your potential clients to know when they visit your site the first time?
You need to give them the most important thing *first*.
Your site is lovely and there is good information. You’ve positioned yourself as a resource/expert. But my question isn’t addressed until I scroll down a ways. I need you to tell me how you are going to help me. And you have five (5) seconds.
Then I need you to tell me the value of booking with you.
Then I need you to hold my hand and walk me through making the purchase.
Don’t make me think. Don’t distract me.
Finding a way to get a reading with you currently takes some doing. I clicked on “store” purely out of curiosity. I had to go through five steps to purchase a reading. Not many people are going to take the time to explore that “deeply.” You might want to find a more streamlined way of directing people to book with you.
“Pranic Healing” and such were more direct paths to purchase, but I’d still move the paragraph describing the use of Pranic Healing to the top. Perhaps follow that paragraph with a relevant testimonial.
Also, your work isn’t as understood as good ‘ol hands-on bodywork. You may benefit from well-placed client testimonials.
I don’t think you should get rid of what you have. I do think you should rearrange how your home page is laid out.
Whew! Those are the top-of-my-heads. Aren’t you glad you asked?
Seriously though, SEO isn’t my forte. (I wish it was. Maybe soon.) If this practice is where your heart is, I’d invest in someone that can help you write copy that both reflects your practice AND helps you be found on the web AND funnels clients more effectively into making a booking.
An old employee, Noah Sochet, has a business for this. He is one of many, but I do like him and miss all his work. If anything, his site may help you formulate questions and answers to help you with your site. http://www.duowebmarketing.com/
Thank you for your question!
Eileen
I’m very grateful for your input and the time it took you to reasearch for me. I’ll follow up and re-think (??!!) “things”. If you don’t mind I’ll be back later with my results.
Keep your wonderful column coming, and thank you!
[...] Why You Should Book a Session with Me: Marketing massage on your website [...]
This is very helpful info and I needed a boost of confidence.I got pregnant right at graduation and I’m bout to take my state exam.So I’m looking forward to presenting myself to the industry.Thanks
[...] a message about the general benefits of massage, you are able to speak directly to them using phrases they identify with. You’ll get a better return on your [...]
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