If a New Year’s goal of yours is to get your business rolling, then having a website is essential. A while back I shied away from a Do-It-Yourself (DIY) website because I wasn’t quite sure I could make it look good. But once the DIY website builders got easier to use, I confronted my second reason for opting out: I didn’t know what to write.
After listening to a lot of website experts and experimenting with different types of content, I realized that to have an effective website, I actually only needed content for 3 pages: 1. About, 2. Services/Prices, 3. Contact.
Service and Contact Pages
The Service page and Contact page are fairly straight forward. On the Contact page you let customers know where you’re located and how to schedule an appointment. On the Service page you describe the services you offer and list the prices. (They Service page and Contact page don’t need to be separate pages, but having a 3rd tab makes the website look a little “bigger”.)
The About page is the challenging one.
An About Page tells the potential customer something about you and your business. I used to simply list my credentials and experience, but I’ve learned that though that information is certainly relevant and important, it’s boring. It doesn’t allow the potential customer to get to know me.
The About page should be engaging. If possible, it should tell a story. In the case of massage, the story should reveal how you view and practice massage.Think of an About story as event in your life highlighted to drive home a message. Click To Tweet
For example, here’s the first paragraph from the About page of PressurePerfect™ Massage (the business my wife, Lisa, and I own):
“My name is Mark Liskey, and I’m the co-owner of PressurePerfect™ Massage. My wife, Lisa Westfall, and I opened PressurePerfect™ Massage in August of 2014 because somewhere along the way the massage industry has forgotten who they serve—the customer.” (You can view the full About page here.)
It’s a simple story. Big massage spas have changed the industry, and we don’t like the direction the industry has gone because customer service has been sacrificed. We opened our business in 2014 in response to this.
How to Find Your Story
You can find your story by uncovering your “Aha!” moment. Your “Aha!” moment is that point in time where something moved you to act. For our business, it happened when Lisa and I experienced firsthand what it was like to work in a franchise massage-spa environment.
To be honest, we were shocked. The client’s massage was cut from 60 minutes to 5o minutes. There were ten minutes to get one client off the table and the next one on the table. And clients were stacked back-to-back, so getting behind with the first client meant that you were really behind with the 4th or 5th client.
This was NOT how we wanted to treat clients or massage therapists.
If your “Aha!” moment is not apparent, sometimes it helps to ask yourself some questions. Here are some questions that I find helpful. I also provided hypothetical responses to show you how the answers to these questions can lead to a story.
- Why did you get your first massage?
I needed to relax.
- Why’d you need to relax?
I lost my job and a week before that my dad died. I was at my wits’ end and a friend gave me a gift certificate to see her massage therapist.
- What were you feeling during and/or after the massage?
It was a Zen moment. I felt like it was the first time I had relaxed in years.
- What type of massage do you like doing?
Relaxation because it relaxes me as I do it and I want clients to feel the same peace that I did when I had my first massage.
Connecting the Dots
Now it’s just a matter of putting these parts to together. A narrative might be:
In May of 2013, I was at my wits’ end. My dad had recently died from a long illness and I had just lost my job. I had read books on de-stressing and started to do yoga at home, but no matter what I did, I just couldn’t turn the worry off.
Then one day my friend Asha gave me a gift certificate to see her massage therapist. Honestly, I didn’t want to go. In fact, the thought of going created more anxiety. But I went.
Admittedly, the first 5 minutes of the massage were rough, but then when Jaylah, the massage therapist, pressed at the base of my skull, I felt all the tension leave my body. From that moment on, I was putty.
After carrying what felt like the weight of the world on my back for months, I suddenly felt unburdened. Yes, life’s stressors came back, but massage taught me that I could disconnect, power down and come out feeling recharged.
My goal in massage is to give each client what Jaylah gave me: total relaxation when I needed it the most.
Stay in the Moment
If you find yourself struggling when writing your story, here’s an easy-to-implement tip: go back and connect with the emotion around your “Aha!” moment. That emotion should drive the story. It will be compelling to the person reading your story. And when you feel this emotion as you write, it will give you the motivation to continue on.
Your About Page
Writing about yourself on your About page can seem weird, but it doesn’t have to. You’re simply highlighting something in your massage life that could resonate with your customer.
Your “Aha!” moment doesn’t have to be earth-shattering to be effective. In fact, most aren’t. It just needs to be genuine.
To find your “Aha!” moment ask yourself questions about massage, like:
- Why did I get my first massage?
- What was I feeling when I got my first my massage?
- What type of massage do I like doing?
Follow Along with Me
If you’re ready to make your website happen, but don’t know where to begin, I’m putting together a tutorial that shows you my step-by-step process for creating an effective website quickly–and you don’t have to know squat about programming. I’ll email you the link when the tutorial is ready. If you’re not in my email group and want to get links to my tutorials, videos and blog posts, just sign up below.