Well-crafted descriptions highlight the benefits of your services and communicate your unique value proposition. Review our tips for creating engaging and informative service descriptions to set your massage business apart.

Understand Your Audience

Website content is not one-size-fits-all. Even what works for another massage business may not work for yours—it entirely depends on your audience. When you started your massage business, you likely identified a target audience and developed personas for them. Use that information and ensure that your service descriptions explain how they meet your audience’s needs and desires.

Start with the Basics

Not all individuals navigating your website will know what each massage service entails. For example, an uninformed client won’t know the difference between Swedish, Thai, and Shiatsu massages, so it’s up to you to explain the basics of each.

Start with how long the massage is, what it involves, and if there’s anything the client should keep in mind when booking this type of service. Ensure everything’s clear and understandable to the first-time massage client, and don’t use too much jargon.

Highlight the Benefits

Service descriptions should be part informative, part promotional. Instead of merely listing the features of your massages, focus on the benefits. Explain how each service can improve your clients’ well-being. For example, instead of saying, "We offer deep tissue massage," you could say, "Our deep tissue massage relieves chronic muscle tension, reduces stress, and promotes overall relaxation."

Taking this route allows clients to envision why your massages are a good choice for them, helping them understand why booking a service at your practice is a great idea.

Use Descriptive Language

Descriptive language paints a vivid picture of the experience clients can expect. In particular, use sensory words to evoke feelings of relaxation and rejuvenation. For instance, you can describe a hot stone massage like this: "Feel the warmth of smooth, heated stones melting away muscle tension and stress, leaving you feeling completely relaxed and revitalized."

Incorporate Client Testimonials

Including client testimonials in your service descriptions adds credibility and builds trust. Potential clients are more likely to book a service when they see positive feedback from others who have benefited from it. Ideally, you should add a short quote from a pleased client for each of your services to demonstrate that all your offerings are well-regarded and recommended.

Optimize for Search Engines

Before starting the search engine optimization (SEO) process, remember that this optimization is secondary to clearly explaining your services to web visitors. Although SEO best practices boost your site's visibility, they won’t be helpful if potential clients are confused by your offerings.

We recommend having individual descriptions for each service you offer. This helps clients determine which massage they’d prefer. Within the descriptions, you may add common keywords potential clients might use when searching for massage services. Just be careful not to “stuff” your descriptions with keywords—prioritize naturalness and readability.

Sample Service Description

Here’s an example of a compelling service description for a Swedish massage:

Experience ultimate relaxation with our Swedish massage. This classic massage technique uses long, flowing strokes and gentle kneading to improve circulation, ease muscle tension, and promote well-being. Ideal for those new to massage or seeking a soothing, stress-relieving treatment, our Swedish massage will leave you feeling rejuvenated and refreshed.

Using ChatGPT

While you don’t need to use ChatGPT to assist with creating compelling service descriptions, it provides a great starting point when experiencing writer’s block. For best results, be clear and detailed in your prompts so that the responses aren’t too generic or confusing. Provide ChatGPT with as much detail as possible about the topic and structure you need.

For example, instead of saying, "Write me a service description about massage therapy," say, "Write a detailed, one-paragraph service description about Swedish massages that will go on my massage website, including the benefits of the massage for the recipient.”

Remember that your service descriptions aren’t set in stone. It’s a good idea to get a description on your website even if it’s not perfect—you can always revise and refine them further. Potential clients will appreciate your effort to clarify your offerings, and your increased bookings will reflect that!