How to Write Effective Blogs for Massage Therapists | MassageBook

“Do people still read blog posts?”

This question is often asked, especially in a world where social media and email marketing exist. The answer is yes—83% of internet users still read blog posts, but not in the same way they used to. Instead of subscribing or following blogs, people find articles with Google results.

A well-written blog post not only educates but also helps potential clients find you on Google. Here are some key techniques for creating blog posts that resonate with your massage business’s audience and improve your online visibility to potential clients.

1. Create a list of your clients’ frequently asked questions (FAQs)

One of the easiest and most effective ways to start writing blog posts is to address the common questions your clients ask. This strategy ensures that your content is both relevant and helpful. Plus, it’s a great way to showcase your expertise and build trust with potential clients.

Here are a few examples of FAQs you can turn into blog posts:

• What should I expect during my first massage?
• How often should I get a massage?
• What are the benefits of [insert modality] massage?
• Does deep tissue massage hurt?
• Can massage therapy help with stress and anxiety?
• How much should I expect to pay for massages?

These FAQs provide rich material for blog posts that educate current and potential clients. Your audience may already be searching for these answers online, so writing detailed posts can increase your chances of being found in search engine results.

2. Keep it conversational

Writing in a relaxed, conversational tone makes information more digestible and relatable, ensuring your audience connects with your content. Don’t worry about making your blog posts sound too formal or professional—approach them as if you’re just having a conversation with the reader.

Try the following suggestions to adopt a more conversational tone:

• Use first-person language. Instead of saying, "Massage therapists offer many benefits to clients," try, "As a massage therapist, I help clients feel their best by offering a variety of therapeutic benefits and taking comprehensive notes."
• Ask questions. Engage your readers by asking questions throughout your post, such as “Ever wondered how massage therapy can help relieve chronic pain?” This allows them to get more immersed in your writing!
• Simplify overly technical terms. Avoid overloading your posts with jargon. If you need to use technical terms (like “myofascial release”), explain them in simple language so your audience can follow along.

A conversational tone helps build rapport, making potential clients feel like they already know you. This makes it more likely that they’ll read your entire blog post, increasing their likelihood of booking a session.

3. Vary content length based on topic

You might feel a bit overwhelmed by the idea of writing many long blog posts. The good news is that not all your posts need to be long. Some posts should be short and concise, while others should dive deep into a topic.

When you write, use your best judgment for how long a blog post should be. If you need more help, here are some quick guidelines for what type of content works best for different post lengths:

• Short posts (300-500 words). These are perfect for answering quick questions like "What are the benefits of Swedish massage?" or "How often should I get a massage?" Short posts allow you to provide value without overwhelming the reader.
• Medium-length posts (600-1,200 words). These are ideal for more detailed posts, such as "The Benefits of Regular Massage Therapy for Stress Relief" or "A Guide to Different Types of Massage Techniques."
• Long-form posts/articles (1,500+ words). Every once in a while, write a comprehensive post that delves deeply into a specific topic. For example, you might write "Everything You Need to Know About Prenatal Massage." Long-form content is great for SEO and can position you as an expert in your field.

By varying content length, you’ll not only offer valuable information but also cater to different types of readers. Some people appreciate a quick read, while others want more detailed information.

4. Maximize readability on mobile devices

Over 58% of global web traffic occurs through mobile devices, making mobile-optimization essential for your massage blog. Having posts that are easy to read on mobile devices keeps visitors on your site longer and improves their overall experience.

Here are a few suggestions for maximizing mobile readability:

• Use short paragraphs. Long blocks of text can be overwhelming, especially on a small screen. Break up your content into bite-sized chunks, ideally no more than three to four sentences per paragraph.
• Use headers and subheaders. Organize your content with clear headers and subheaders (like the ones in this post!). This makes it easier for readers to scan your post quickly and find the information they need.
• Use bullets, bold, and lists to improve readability. These formatting techniques help break up large chunks of text, making it easier for viewers to read your blog posts.
• Implement responsive design. Since mobile screens are much smaller and more vertical than desktop screens, you may need to adjust your website’s design. The best way to do so is by implementing responsive design, which adjusts what viewers see based on their screen size. This practice makes mobile readability much more accessible.

By improving the mobile experience, you'll ensure your audience stays engaged, no matter their device.

5. Use an internal link structure

Readers are checking out your blog posts to learn more about massages—now what? Ultimately, your goal is to keep them on your website, educate them further about massages, and even encourage them to make a booking.

To that end, you can implement internal linking. In this process, you’ll incorporate hyperlinks within your blog post that lead to other pages or posts on your website. This creates a natural flow of information, keeps readers engaged for longer, and, as a bonus, helps search engines like Google understand the structure of your site.

You can link to:

• Other educational pieces. Where relevant within your blog posts, include links to other educational pieces to keep readers engaged with your site. For example, if you’re reading this article about massage blog posts, you might also be interested in a piece about crafting compelling service descriptions. Additionally, at the conclusion of your blog post, add a few suggestions for other pieces the reader might like.
• Service pages. Lead readers further toward making a booking by including links to your website’s service pages. For example, if you're discussing the benefits of hot stone massage, include a link to your "Hot Stone Massage" service page so readers can easily book an appointment.

A well-structured internal linking system guides readers through your website, increasing their likelihood of booking a session, which is always the goal!

Ready to get writing? Plan a few posts at once. Then, block some time to write as many as you can. Once you’ve written a few, make it a goal to post one blog weekly. An active blog roll helps you build trust and credibility by establishing you as an authority in the space, leading to easier marketing and more bookings!