As I am working to create this website, I am going through a list of massage schools and looking at each and every website to gather information to add to their listing. I have to say I am in shock at just how bad the websites are and after thinking about how we have had a shortage of massage therapists for over 10 years and it is going down more and more with the pandemic. Many say it is due to issues like low pay at entry level jobs, brothels disguised as massage businesses, lack of job benefits, lack of skills to start and run a business and many other major issues the profession is faced with. Could it really be that massage school websites suck?
It reminded me of a website called exactly that Websites that Suck from the mid-90s that is still actually up. It talks mostly about design which is a big problem but also the massage schools do nothing to attract students to make the career look interesting and even fun.
After looking at so many websites, I have to say that the main problem that the massage profession has of not having enough massage therapists these days is mainly due to the baaaddd websites! The other thing adding to the problem is probably the lack of consistent income and low pay found in the massage industry.
Why do massage school websites suck?
So many of them are just a calling card type of website that does not show the main reason for having a website: To tell the world and potential students What solution do you provide?
This is the most basic thing that needs to be communicated to set your massage school apart from all of the other schools.
Google and other search engines are in the business of finding the best content for what people are searching for. Google even has a protocol for it in their Search Quality Guidelines (PDF): E E. A. T Trustworthiness of the page: Experience, Expertise and Authoritativeness can help with your assessment of Trust.
Here is a list of some of the things I am finding:
- Schools providing inaccurate salary data using the old BLS statistics that calculate hourly wage based on full time (40) hour work weeks when most massage therapists never work that many hours.
- Lack of security certificate: http (s). All websites must obtain a security certificate or else visitors will get the dreaded error: this site is not secure. :Your connection is not private Attackers might be trying to steal your information from www.yourbadmassageschoolwebsite.com (for example, passwords, messages, or credit cards). Learn more NET::ERR_CERT_DATE_INVALID
- Hard to find contact information. No address, email address or phone number. This must be on EVERY page for ease of use.
- Hard to find section for massage program on college and career training institutes websites.
- No Social Media accounts and if there are social media accounts, they are no posts on them or posts from many years ago.
- Very outdated software and design
- Lack of graduate services section for job postings and career information. (Your graduates will be the main source of referrals for your school.)
How to fix your massage school website
The first page most people land on is your home page which must answer the question: What solution do you provide? Your website needs to tell the vistor What is in it for them! Most sites make the mistake of making the site about the school and program. Your potential students want to know if you are the best massage school for them. They will want to know if you are THE top school in the area and have the Experience, expertise and are the authority on teaching people to become very successful massage therapists which makes them trust you and your school right from the start of their search.
Your about page will tell the story of your school…how and why it was started. Who are the owners, teachers and what the school means in the community and in supporting students through the process of schooling and how to become successful massage therapists. While the page is about you and the school, it still needs to tell the reader what is in it for them.
Keep your social media accounts active and sharing the stories of students becoming massage therapists. You can even make it part of the students assignments for school. Your social media should show how massage changes the lives of students and receivers of massage therapy also being an advertisement for massage in your community. How does massage help with pain, anxiety and depression and more?