Explorations in the Theory and Practice 
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Building Content

Creating Effective Content for your website is crucial to your success.  Great content is more than just writing about the benefits of massage.  What clients and potential clients want is more information. That is the main purpose of the web - Information! 

 Ken Envoy in his free Ebook "Service Sellers Master Course " talks about discovering what solution do you provide?  People are searching for massage because they have some problem that they want to solve.   They have an injury, back pain, stress, chronic headaches or whatever.  

The word "fibromyalgia" was searched for 124,966 times in December. (You can use the Overture keyword search tool to see how many times words are searched for. You can also put your city name in and massage therapy and see if people are looking for you!  "Massage Seattle" was searched for 4450 times in December!) 

Massage therapists websites should fill the first 5 pages of results for that word.  We know how to work with clients with fibromyalgia.  If you don't know much about fibromyalgia, I am sure that there is something that you do know about. 

You as a massage therapist are an expert in these areas or in some area!  What do you specialize in or want to specialize in?  Become the expert and write about it on your website.  Building content is what search engines like. Content is what people like.  

Learning to write about what you do and who you are is a process that can be facilitated by finding a supervisor and/or peer supervision group.

Some suggestions for content that can be added to your site:

  • Personal mission/vision statements
    Create your mission statement using one of the following tools :   Nightingale Conant,  

  • Professional mission/vision statements

  • Code of Ethics Statements 

  • Informed consent statements

  • Articles on what you specialize in like injury treatment, sports performance, specific types of massage that you specialize in, specific injuries that you work with like carpal tunnel or thoracic outlet syndrome.

  • Free reports on applications of massage, your personal healing philosophy.

Writing some of the above statements can assist you in getting clear about your practice.  You should know all this about yourself to be more available and engaging with clients.  This is also the way you should be talking to clients and potential clients to build your practice.

The other part to developing content is writing to Pre-sell which is an essential part of building a practice.  Once you can learn to write to pre-sell, you will also be able to bring it into how you talk about what you do.  This will further enhance your overall Business Presence.  There is a great E-book "Make Your Content Pre-Sell" available through www.sitesell.com on how to write to pre-sell.  I highly recommend it for anyone considering creating a business or website.  It is only $9.95 and well worth the small cost.

 Make Your Content Pre-Sell!!!

But MYCPS! is the ONLY book of its kind. It shows you, step
by step, clearly...
1) how to write to COMMUNICATE
2) how to develop your own "voice" with flair and substance
3) how to spin your site/biz/SELF into a unique position
4) how to HONESTLY convince people to trust and like you.
No other book in the world shows you how to do this. So...
Why is THAT so important? 

The Web is a communication medium. 

The Web is a TEXT communication medium.

Once you learn how to communicate through writing, educating your potential clients in person will be a snap.



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