By Neesha Anderson

One of the beautiful but sometimes overwhelming things about being a massage therapist is how many different facets of your business you get to control. From the modalities and services you offer, to your philosophy, brand, online presence, and the business side of things – you can build a practice that is authentically you. A caveat to this freedom is that you need to either outsource tasks that are outside of your skill sets or build those skills and manage your time wearing multiple hats. 

As a web designer and small business owner with experience in the massage therapy industry, I want to share some things I would personally consider if I were starting a new massage practice.

If you are planning to work within an existing massage clinic, some of these points will likely be addressed for you. This list is by no means exhaustive, but it is a handful of things that stand out as important considerations from my experience. With all that in mind, let’s dive in.

1. Invest in your own domain name

Investing in your own domain name is an inexpensive and easy way to make your online presence more professional and easy to find. A domain name that reflects your brand, such as “yourname.com” typically costs around $15/year and points to your website but is independent of that site itself. For example, it can be transferred to a new website if you ever decide to update things. It could even forward to a page on a site that contains your bio (if you work at a clinic with it’s own website). Stick to something simple and easy to spell if possible.

2. Create a landing page

It’s can be difficult to have a massage practice without also having a place online where people can learn about your services and contact you. While some people find success using social media alone, I personally think having your own website is the best place for this. If the idea of building an entire website is daunting, there are platforms that offer simple one page designs that work well also. Make sure the platform you choose allows you to use your own domain name. Include your contact information, a brief description of your services, and how to schedule an appointment. Keep it clean, visually appealing, and easy to navigate.

3. Ensure compatibility between booking software and website builder

If you plan on using booking software to let people schedule appointments online, make sure to ensure the website builder and booking software you plan to use are compatible with each other. Seamless integration allows clients to book appointments directly from your website, providing a smooth user experience.

4.Get specific about what you want to offer

On your website, highlight the modalities and services that you want to focus on in your practice. On social media, center your content around these modalities and services and think about the kinds of clients you should be addressing. It might be tempting when starting out to generalize and offer anything and everything, and you may still be discovering the kind of work you are drawn to in which case staying general makes sense. But as you gain clarity, not only do you start creating a practice that aligns with the work you’re most passionate about, it also helps you stand out. Moreover, with time your services as a specialist will become increasingly valuable. 

5. Establish clear boundaries and put them in writing

To maintain professionalism and ensure a positive experience for both you and your clients, establish clear boundaries and rules. Consider potential scenarios where your boundaries might be challenged, such as appointment cancellations, late arrivals, and payment collection. Decide how you would handle various scenarios (or reach out to other therapists for ideas) and as concisely as possible, convey these rules in writing. If you have your own website, consider adding them to relevant sections/pages. The “Terms and conditions”, “What to expect”, FAQ, or Booking sections/pages are all good places to incorporate such information. You can always decide to make exceptions when the context feels appropriate, but having your terms laid out lets you make those judgment calls from an empowered place. Review your rules and boundaries periodically to make sure they still work for you and update (mentally and externally if they are written on your site).

6. Set Up a Google Business Profile and start getting reviews

Take advantage of Google Business to enhance your online visibility. Create a profile that includes your business details, contact information, and opening hours. Encourage clients to leave reviews by making it easy and obvious on your website, in follow-up communications, and occasionally through social media posts.

7. Seek referral and collaboration opportunities

Reach out to fellow therapists, wellness professionals, massage organizations, and complementary businesses to explore referral and partnership opportunities. This can expand your client base and create valuable connections within your industry. It can also help you establish your niche. Say for instance, your colleague loves doing polarity and you love connective tissue – there is no better recommendation than that of another therapist. By cross-referring services, you’re helping build each other’s ideal practice. Online this can look like appearing on a colleagues video, podcast, blog, or newsletter. Or something as simple as following and sharing each other’s social media activities.

8. Embrace a helping mindset:

Position yourself as an expert in your field by creating valuable content that educates and empowers your audience. Utilize various mediums such as videos, newsletters, blog posts, and social media to share your knowledge, tips, and insights. Volunteer at events such as fundraisers or community festivals. By providing something of value to others first, you can attract potential clients and establish trust and credibility.

9. Invest in a professional logo

A well-designed logo adds a professional touch to your brand identity. It can be used on business cards, your website, and social media profiles. Consider hiring a graphic designer to create a logo that accurately reflects your massage therapy practice. If you go with a professional, ask the designer to give you versions that can be used in various contexts such as a square logo, a website banner, and a Facebook cover and against different backgrounds. Also make sure the designer provides the original vector files to you and save those somewhere you won’t forget. There may come a time when you’d like to update your logo’s colors, remove an element, or change a phrase. With the original vector files, you can do so.

10. Leverage tactful text messaging for client communication

Text messaging is a convenient and effective way to communicate with clients. Use it to send appointment reminders, special offers, and even birthday wishes. However, be mindful not to overdo it, as excessive texting can do more harm than good. Utilize mass texting tools to simplify the process and manage your client communications efficiently.

11. Decide if you want to separate your professional and personal brand online

This can be a difficult choice for a lot of therapists and there are pros and cons to each choice. For example, if you start using your personal social media accounts to promote your business, you are reaching a larger audience than you would be starting from scratch with a new business account. However, I would personally recommend creating separate spaces on social media for your professional services. On Facebook, create a business page that is managed by your personal profile. Other places like Instagram and TikTok can be set up in a similar way. You can still cross-post from your professional profiles to you personal ones but your professional accounts can stay focused on your massage work. Moreover, you’ll have access to a different set of features that aren’t offered to personal accounts.

12. Prioritize self-care

To ensure your own well-being and prevent burnout, notice when your physical/mental/emotional energy is being depleted, honor that, and schedule gaps between appointments as needed to allow for self-care. You can easily set up blackout periods throughout the day or make entire days unavailable for bookings in most online booking software. You could also consider emphasizing one or two services that require less physical demand to accommodate your own self-care needs.

For those of you with existing practices, what should add to this list? I addressed each point only briefly, so if you have any questions or if you’d like to work with me on any elements of your online presence, do not hesitate to reach out.